Getting Into Google’s “In-Depth Articles” Section
Google has a section of its search results for in-depth articles. It’s like the VIP section of web content. Articles in this section get treated differently than other content. They’re positioned near the top of search results. They’re slightly indented. They draw eyeballs, which mean they’ll draw clicks.
These in-depth articles exist for broad category topics, but not for long tail keywords. They also exist for names of individual people, as well as names of organizations.
That means if you want to create an in-depth article, you should shoot for your highest level keyword. Getting on an in-depth article placement is generally a better strategy for sites that have an established reputation. It’s a great way to get big traffic once you have a reputation, but not a good way to get started.
So how do you get in the in-depth article section?
Use Schema.org Tags
Schema tags tell search engines exactly what they’re looking at. Search engines can make assumptions, but sometimes they get it wrong. For example, some people don’t put their headlines in H1 tags. Instead, they put their tagline in H1, and their headlines in H2. This can confuse search engines.
Schema.org tags tell search engines exactly what they’re seeing. You can tell Google what part of the text is content and what part is headline, footer, author bylines and so on.
Authorship & Logo Setup
In order to qualify for in-depth article status, you must get your Google+ authorship status setup. Setting up authorship is easy – all you need to do is link your Google+ account to your site, and vice versa. We covered this step-by-step in yesterday’s lesson.
If you’re an organization, make sure you also specify to Google which image on your site is your logo. You can do this through using this Schema.org code:
<div itemscope itemtype=”http://schema.org/Organization”>
<a itemprop=”url” href=”http://www.example.com/”>Home</a>
<img itemprop=”logo” src=”http://www.example.com/logo.png” />
Pagination & Canonicalization
If you’re breaking up your content into multiple pages, you should use specific HTML tags to tell Google that all those pages are part of one article. That way Google can use the content of all those pages to determine if you quality for in-depth article status, instead of just the first page.
Tagging your links is as simple as adding rel=”next” or rel=”prev” to your next and previous button links. Google will understand the relationship and treat all those pages as one article. Note that Google doesn’t always take webmasters’ word for it – the rel= tags act as suggestions for Google, which Google usually but not always follows.
Example rel=”prev” link:
<link rel=”prev” href=”http://www.example.com/article?story=abc&page=1 />
Example rel=”next” link:
<link rel=”next” href=”http://www.example.com/article?story=abc&page=3 />
In addition to rel=next, you should also rel=”canonical” pages that are the same; especially the “www.” and the non-“www.” versions of your pages. Otherwise Google will treat those as different pages. That’ll split the link juice and other credibility factors among two pages, reducing your chances of getting in the in-depth article section.
Setting up your page correctly, as detailed here, will greatly increase your chances of landing an in-depth article. All that said, at the end of the day, the ultimate determining factor is the quality of your content. So focus the bulk of your attention on making your page the absolute best page related to your topic. Then make sure the page your content is on is setup properly for Google’s in-depth article section.
Your Traffic Assignment:
Set up your schema.org tags. Add pagination and canonicalization to content you feel is the most important and in-depth. Also content that is broken into multiple articles.
Missed any of the days? Follow the Traffic Challenge Here:
- Day #1: Getting Started
- Day #2: The High Quality Approach To Traffic
- Day #3:Drive Traffic by Piggybacking on Trending Topics
- Day #5: Improve Your User Experience – And Boost Your Traffic
- Day #6: Improve Your Site Speed for SEO and Conversions
- Day #7: Using Google Analytics to Build and Multiply Your Traffic
- Day #8: Update Your On Page SEO