What is an Answer Card SERP feature on Google?
Google's Answer Box, or 'Answer Cards' (as referred to at Pi) is a search engine results page (SERP) feature that appears at the top of Google's organic search results. It provides a concise answer to a user's query directly on the search results page, often generating in the form of text, lists, videos, charts, or tables. Here are a few examples of Answer Cards on Google:
Text Answer Card:
Image source: Google Results Page
List Answer Card:
Image source: Google Results Page
Table Answer Card:
Image source: Google Results Page
Benefits for organic site visibility
Securing an Answer Card SERP feature can significantly boost your organic site visibility in several ways:
Increased visibility: Answer Cards appear above traditional organic search results and often other SERP Feature types, giving your content prime real estate on the SERP.
Increased real-estate ownership: Answer cards often occupy significantly more real SERP estate, particularly for mobile search and this is great from a brand visibility perspective, as well as a click through rate and traffic generation perspective.
Enhanced credibility: Google favours authoritative and trustworthy sources for its Answer Card positions. Therefore, being featured in an Answer Card positions your site as an authoritative source on a topic.
Voice search optimisation: Answer Cards are often used to provide responses for voice search queries, across an ever-increasing range of artificially intelligent voice-enabled personal assistants including Apple Homepod, Google Assistant and any other voice-device leveraging Google results.
Top 5 page optimisation actions for Answer Card SERP feature visibility
To improve your chances of gaining visibility in the Answer Card SERP feature, consider implementing these specific actions:
1. Structure content for easy parsing
Create content that directly answers common questions in your niche. Use clear, concise language and structure your content with appropriate HTML heading tags:
Use the H1 heading tag for the main page title - this should clearly indicate what your page is about, and include primary keywords.
Use H2 or H3 tags for subheadings that pose questions and provide concise answers immediately after each subheading as standard paragraph text.
2. Implement schema markup (structured data)
Add relevant schema markup to your content to help Google understand the context and structure of your information:
Use FAQ schema for frequently asked questions. Here is an example:
<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "Why is it important to know your suit size?", "acceptedAnswer": { "@type": "Answer", "text": "Knowing your suit size is crucial for achieving a well-fitted, polished look. It ensures comfort, enhances your appearance, and saves time when shopping for suits online or in-store." } } ] } </script> |
Implement HowTo schema for step-by-step guides. Here is an example:
<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "HowTo", "name": "How to Calculate Your Suit Size", "description": "A step-by-step guide to measure yourself and determine your suit size accurately at home.", "step": [ { "@type": "HowToStep", "name": "Measure your chest", "text": "Wrap the tape measure around the fullest part of your chest, keeping it parallel to the ground.", "image": "https://example.com/images/measure-chest.jpg" } ], "tool": [ { "@type": "HowToTool", "name": "Flexible tape measure" } ] } </script> |
Apply Table schema for data presented in tabular format. Here is an example:
<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "Table", "about": "Suit Size Chart", "isPartOf": { "@type": "WebPage", "name": "How to Calculate Your Suit Size" }, "cssSelector": "#suit-size-chart", "name": "Men's Suit Size Chart", "description": "Use this chart to find your suit size based on your measurements.", "creator": { "@type": "Organization", "name": "LuxeBritish Fashion" }, "about": [ { "@type": "Thing", "name": "Chest Measurement" } ] } </script> |
3. Optimise for different Answer Card formats
Tailor your content to match common Answer Card formats:
For Text Answer Cards: Provide a clear, concise answer in 40-60 words immediately following the question.
For List Answer Cards: Use ordered (<ol>) or unordered (<ul>) list tags to structure your content.
For Table Answer Cards: Use proper HTML table tags (<table>, <tr>, <th>, <td>) to organise data.
4. Focus on long-tail keywords
Target long-tail, question-based keywords that are likely to trigger Answer Cards:
Use Pi’s Feature Explorer to view Google's People Also Ask section and identify relevant questions users have on their minds. You can Also use the Feature Explorer tools to analyse generated Answer Cards.
Once you have identified common questions users have on their minds, incorporate these questions as subheadings (H2 or H3) in your content, followed immediately by the clear and concise answers.
5. Improve overall page quality
Enhance the overall quality and user experience of your page:
Ensure your content is comprehensive, covering the topic in-depth.
Improve page load speed by optimising images and minimising code.
Make your page mobile-friendly with a responsive design.
Include relevant internal and external links to provide additional context and authority.
Earn naturally placed external backlinks to your page.
By implementing these specific actions, you can significantly improve your page's chances of appearing in Google's Answer Card SERP feature. Remember that while these optimisations are important, the quality and relevance of your content remain paramount in Google's ranking algorithms.