You may have noticed that Google began to roll out its in-depth articles feature in the UK a few months ago. A cluster of three in-depth articles now appears towards of the bottom of the search results page when triggered by a relevant keyword search. The feature tends to be returned for very broad keyword terms of around one to three words – things like ‘marketing’ or ‘innovation’, for instance. To start with, the returned articles came from large publications such as The Economist or The Financial Times. However, Google has stated that the feature is open to publications or organisations of all sizes, so long as the content is worthy of being highlighted.
So what does this mean for B2B organisations? Well, it’s a continuation of the interconnectivity of content marketing and SEO. With this feature, as well as the recent Panda 4.0 changes, Google is really hammering home the need for valuable, detailed content for organisations that wish to make an impact on the search results. Google wants to be sure that you’re providing content that searchers really want to read and share. Writing in-depth articles is a great way to do this and build your authority in the eyes of the search engine.
However, there are limitations. Google does not currently show in-depth articles for many specific industry or niche terms. A lot of B2B organisations operate in fairly niche markets, so it may be difficult for them to appear for more general terms like ‘security’ or ‘technology’, for example. This shouldn’t put you off though. The feature is in its infancy in the UK and will likely roll out for more and more terms as time goes on, so it pays to be prepared – especially as it would usually be difficult to rank on the first page of Google for short keyword phrases.
As with all Google algorithms, there’s no guaranteed way to get featured. However, Google does provide a set of guidelines on how you can optimise content for the in-depth articles feature. Even if you find you’re not getting listed, it’s still very important to continue to create high-quality, valuable content. In this way you’ll build up a reputation and authority with Google that could make your content more likely to rank well in the future.