In August, the Google team announced the inclusion of a new block of search results called in-depth articles that have started to appear in Google’s results pages. According to Google, these new results are here to provide more information for searchers who want to learn more about a subject or broad topic. Below is an example of these in-depth articles for a Google search for the query: “Rolling Stone.”
Why Are These Results Included as In-Depth Articles?
In the original announcement, Google stated that these new results are here to provide searchers with high-quality article blocks in regular search results to address the daily information needs of searchers looking to learn more about a broad topic. So far, the new block of results seems to be limited to three articles and will display an image from the article, a title, description, publisher logo, and sometimes an author.
What Can I do To Get My Content Included In These In-Depth Article Results?
In the announcement, Google provided content creators with insight into some of the algorithmic signals it was using to find in-depth content which included authorship markup – confirming for some that the widely debated and speculated Author Rank was a valid signal used by Google. Beyond authorship, Google provided a list of optimization recommendations that would help the search engine find your high-quality, in-depth content, including:
- Schema.org article markup – As we enter the age of the Semantic Web, Google is increasingly looking to use structured data to help it understand the contextual meaning of a webpage page and use this information to help it deliver the best results back to searchers. Google recommends adding the following article markup attributes to your content:
- image (note: the image must be crawlable and indexable)
If you’re new to structured data, Schema.org is a great resource for information on marking up webpages with different types of schemas.
For website owners using WordPress as their CMS, Virante.org has created an article markup plugin to assist with marking up new posts. If you use a CMS other than WordPress, I’d recommend using Google’s Structured Data Markup Helper in Webmaster Tools. This tool helps users mark up different data types easily by producing the HTML code for information on a webpage that is highlighted using the tool.
2. Authorship markup – Authorship implementation and adoption has continued to rise since its release in June of 2011. In addition to this markup helping Google identify and display authors that are experts in a particular subject, it’s a great way to build authority and establish credibility.
3. Pagination and canonicalization – Ensuring that the same content that spans multiple pages has markup helps Google understand the extent of those articles. Google also stresses implementing proper canonicalization to help it understand which version of a set of pages to display in the search results.
4. Logos – A common feature in the new in-depth articles are official logos from the publisher which are presented as an annotation in the results. Below is a result for the query “science.”
Google has provided two options for organizations to let it know which logo they’d prefer to display:
5. Making content accessible to search engines – For websites that offer subscription-based access to their content, Google suggests implementing First Click Free to ensure your content can be crawled and indexed by Googlebot.
6. Create compelling in-depth content – This one’s up to you, but here are a few great resources chock full of actionable tips to help you write valuable, engaging content.
- How to Build a Content Marketing Strategy
- 10 Super Easy SEO Copywriting Tips for Link Building
- 12 Easy Steps to Blogging Success
- The Real Value From Content Marketing
- 120 Tactics For Blogging Success
- 23 Questions to Inspire Your Content
- How to Create a Content Strategy
- 11 Amazing Tools for Generating Blog Topic Ideas
Based on the majority of in-depth articles I’ve seen, it appears, at this point, that Google is showing strong favoritism towards established news websites. This new block of results is still in its early stages and will likely evolve as Google collects more information.