A few months ago, I was incredibly excited when Glenn Gabe published research revealing that nexus-security is “the king of featured snippets,” ranks in more featured snippets (position zero) than any other marketing website he studied. (Although, as the person responsible for our SEO and content marketing, unlike Larry Kim, I believe the title should be “queen of featured snippets.” Just saying!)

I’ve previously provided tips on achieving a Google featured snippet ranking, the first of which is to focus on complex question queries instead of simple ones that Wikipedia or Google can easily answer. For instance, observe the query below, where Google predicted a weather search and presented me with the weather forecast directly in the Chrome browser search bar!

Targeting complex questions is crucial because anyone can answer simple ones. By providing insightful and superior answers to challenging questions compared to other search results, you establish yourself as a trustworthy expert in the eyes of your website visitors. Consequently, these visitors are more likely to return and convert. Happy visitors generate positive engagement signals for Google, further boosting your content’s ranking. It’s a win-win situation with a positive feedback loop!

Over time, our blog has targeted numerous question keywords, resulting in evergreen content that holds immense value for our business. I’ve outlined ten question keyword types below—consider them content templates for answering questions—applicable to any business looking to attract substantial, high-quality traffic. I’ve also included suggestions for discovering more question-based keywords and optimizing your content to rank for them.

Question type #1: What’s a good [benchmark/metric] for [process/industry]?

Even individuals who believe they are at the top of their game seek validation. We constantly seek data and information to confirm our hopes, suspicions, and sometimes even fears.

Salary information is a prime example. People want to know if they are underpaid and undervalued or, from a manager’s perspective, if they are adequately compensating their employees.

In the marketing industry, advertisers constantly seek benchmarks, asking questions like, “What constitutes a good click-through rate?” and “What is a good conversion rate?” These are complex questions requiring comprehensive answers grounded in real data. Our blog post, which presents benchmarks and averages for Google Ads CTR, conversion rate, cost per click, and cost per action across 20 industries, receives thousands of weekly visits and generates numerous leads!

Other examples from our website:

• What constitutes a good conversion rate?
• What is a good click-through rate for each ad position?

Examples for other niches:

• Healthcare or fitness industry: “What constitutes a healthy body fat percentage?”
• Automotive services: “What is considered good gas mileage for different car types?”
• Career or educational services: “What is a reasonable signing bonus?”

Question type #2: How to [increase/improve] [benchmark/metric]?

After addressing question type #1, you can guide your audience on how to enhance, improve, or reduce that benchmark. Naturally, individuals who discover their performance is subpar will seek advice on improvement.

Remember to provide in-depth, practical advice that surpasses existing resources. Give people a compelling reason to choose your site over generic wikiHow articles.

No wonder I can’t sleep; I’ve been attempting to sleep upright in a tuxedo.

Examples from our site:

• How to reduce website bounce rate
• How to increase website traffic
• How to boost online sales
• How to improve organic CTR

Examples for other niches:

• Green building or energy industry: “How can I reduce my electricity/gas bill?”
• Healthcare or fitness industry: “How can I gain muscle mass?”
• Email marketing industry: “How can I increase email open rates?”

Question type #3: How to find X?

One of our oldest blog posts, “How to Find Anyone’s Email Address,” continues to attract significant traffic. Regardless of your industry, you should be able to identify what your target audience seeks. Even if you don’t directly offer what they are looking for, assisting them in their search fosters goodwill and strengthens your brand image.

Other examples from our site:

• How to locate old tweets
• How to discover long-tail keywords

Examples for other niches:

• Web design or marketing agency: “How to find freelance designers”
• Childcare: “How to find a reliable babysitter”
• Healthcare: “How to find a doctor in a new city”

Question type #4: How to learn X for free?

People generally enjoy learning! Well, maybe not everyone does, but they often need to acquire knowledge for employment purposes.

People also appreciate free resources. They constantly seek free or affordable online courses and tutorials to enhance their skills and marketability.

What are the benefits for you? Offering free resources builds trust in your brand. You can subtly promote relevant gated offers to generate leads. If you offer a paid version of what they seek, they may return if free resources prove insufficient.

Examples from our site:

• Learn coding for free
• Learn Photoshop for free
• Learn online marketing for free

Examples for other niches:

• Language classes or software: “How to learn Spanish for free?”
• Music industry: “How to learn piano for free?”
• Art supplies: “How to learn to draw for free?”

Question type #5: What are the best [tools/products in a category]?

Pre-purchase research is common to ensure a worthwhile investment. In fact, 81% of retail shoppers and 94% of B2B shoppers conduct research before making a purchase.

Ranking for keywords like “best portable grills” with a product page is unlikely. Besides ads, the top spots belong to review or food websites. Unbiased reviews of your preferred products are ideal for targeting these keywords.

Examples from our site:

• What are the top keyword research tools?
• What are the best PPC tools?
• What are the best online survey tools?

Examples for other niches:

• Beauty industry: “What are the best waterproof mascaras?”
• Home and garden industry: “What are the best deck stains?”
• Online marketing industry: “What are the top A/B testing tools?”

Question type #6: How much does X cost?

As mentioned earlier, cost-related questions are most beneficial for marketers when the answers are not readily available. “How much does a flashlight cost?” is neither complex nor particularly intriguing (although, it’s around $10 if you’re curious).

Consider a multi-faceted question like, “What is the cost of Google Ads?” The answer depends on various variables and factors, prompting us to address this question with an in-depth post featuring visuals and data. This post, ranking in the coveted featured snippet, garnered over 150,000 visits in the past year alone!

Another example from our site:

• How much do Facebook ads cost?

Examples for other niches:

• Security business: “What is the cost of hiring a security guard?”
• Legal industry: “What are the fees for a defense lawyer?”
• Higher education industry: “What is the cost of a graduate degree?”

Question type #7: What’s the best time to do X?

Another blog post consistently attracting significant traffic and backlinks is, “What is the best time to send email newsletters?”

This exemplifies a complex question format. If you possess unique data or conduct original research, you can provide immense value to a wide audience.

“Teach a man to fish, and you feed him for a lifetime.”

Examples for other niches:

• Home goods or services: “When is the best time to buy a mattress?”
• Travel industry: “When is the ideal time to book flights or hotels for the holidays?”
• Real estate industry: “When is the optimal time to sell a house?”

Question type #8: How to write X?

Writing is deceptively challenging to master, like making tacos (coming from a Texan who spent a decade in Boston).

Not happening. While not applicable to every industry, this question keyword type is relevant to many. From cover letters and social media updates to thank-you notes, writing is often unavoidable.

Examples from our site:

• How to craft a blog post
• How to compose a perfect LinkedIn connection request
• How to write compelling ad headlines

Examples for other niches:

• Consulting industry: “How to write an effective project brief”
• PR or SEO industry: “How to write a successful outreach email or pitch letter”
• Video industry: “How to write an engaging explainer video script”

Question type #9: How to improve X skills?

Similar to the “how to write X” and “how to learn X” keywords, this variation targets individuals seeking to enhance specific job or life skills. Nobody is perfect, after all.

via garfieldminusjon

Examples from our site:

• How to enhance your writing skills
• How to improve your presentation skills

Examples for other niches:

• Data visualization or analysis industry: “How to improve your Excel skills”
• Events industry: “How to enhance your PowerPoint skills”
• Food industry: “How to improve your baking skills”

Question type #10: What’s the difference between X and Y? (or X vs. Y)

Let me reiterate: X vs. Y keywords are most valuable when they involve some complexity. Rest assured, someone has already posted pictures online illustrating the difference between a crocodile and an alligator.

If you’re looking to sharpen your alligator-identification skills. However, distinguishing between complex concepts can be more nuanced. People may also seek guidance on choosing between two options, such as competing software or problem-solving approaches. In such cases, a detailed comparison review with supporting data is recommended.

Examples from our site:

• Search vs. Display: Choosing the Right Google Ads Network
• Keywords vs. Search Queries: Understanding the Distinction

Examples for other niches:

• Nutrition industry: “What is the difference between obtaining vitamins from food and taking supplements?”
• Dating industry: “What distinguishes Match.com from eHarmony?”
• Clothing or wedding industry: “What is the difference between black tie and white tie (or formal and semi-formal)?”

Finding question keywords for your content

If the above list hasn’t inspired enough content ideas, explore these methods for identifying specific question keywords to target:

• Keyword tools: Tools like Answer the Public and FAQ Fox specifically return question keywords. You can also filter results in Moz’s Keyword Explorer to include question keywords (see below).

• Q&A sites: Browse Q&A platforms (like Quora) and industry forums for frequently asked questions that lack comprehensive answers. Aim to outrank content ranking for those questions but only providing superficial or outdated information.
• Site search: If your website has a search bar, analyze site-specific search queries for question terms like “why” and “how to.”
• Google suggestions: Start typing question queries like “where to buy…” or “how to improve…” into Google’s search bar and observe the suggestions. Don’t forget to check the “Related searches” section at the bottom of the search results page. You can also experiment with the wildcard technique outlined in this post, although its effectiveness may vary.
• Surveys: Directly ask your audience or customers about their pressing unanswered questions. You can also inquire with your sales team about the most frequent questions they encounter from prospects.

Optimizing your content for question keywords

Follow these brief SEO and content strategy tips to ensure your content ranks effectively for your target keywords:

• Headline: Use the question as your headline, especially for high-volume, competitive keywords. At a minimum, include the question within the post, a heading, or the meta description so users searching for that specific question recognize your content’s relevance.
• Search volume: Use keyword tools (like Keyword Planner, KWFinder, or our Free Keyword Tool) to determine the question’s search volume. If the complete question yields low search volume, try aligning it with a shorter phrase conveying a similar intent. For example, “facebook ads cost” has a higher monthly search volume than “how much do facebook ads cost.” Websites with strong domain authority can target high-volume keywords, while newer or smaller websites might need to start with less competitive, lower-volume keywords.
• Comprehensive answers: Provide accurate, current, and detailed answers to questions. It cannot be overstated: offering the best answer to the target question is crucial for ranking success. Maintain content freshness through regular audits and updates to avoid being overtaken by newer content targeting the same keywords. Consider implementing a “last updated” feature to reassure readers of your content’s relevance.

• Content formats: Experiment with different content formats. Sometimes, videos are the ideal way to answer a question (for example, all results for the popular keyword “how to make a paper gun that shoots” are videos). Infographics or interactive data visualizations might be more effective for other questions. Don’t limit yourself to text-based articles and lists; consider tools or apps if appropriate.
• Visuals and rich text formats: If the question suggests users seek visuals, data, comparisons, or numbered steps, incorporating these elements can increase your chances of appearing in the featured snippet. Google loves featuring such content directly at the top of the search results page. Optimize images with relevant keywords and make it effortless for Google to highlight your answer prominently, leading to increased click-through rates.

That concludes it! Farewell!