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SEO Guide 2022 – Part 2: What Is Google Passage Ranking and Content Formatting?

If you’re an avid reader, odds are you pay close attention to the parts of stories you find especially impactful. You even may underline these sections to reflect on later or share with a book club.

This concept is similar to how Google’s search technology Passages works. The feature lets Google independently rank certain sections, or passages, of a page. This means you can optimize your web pages to help them rank higher in search engine results pages (SERPs).

How does Google Passage Ranking work?

Passage analyzes specific, relevant sections of a page to determine how to rank the page. This is kind of like an elevated version of Featured Snippets.

The algorithm helps Google AI better understand the context of the information in order to more directly answer a search query. Google can locate a highly specific sentence, paragraph or section of content within a webpage to answer a long-tail keyword or question. The search engine then understands it can show the webpage in results for the keyword or question.

Keep in mind that Google still evaluates the entire page. As long as your pages are optimized and organized, Passages simply gives your pages more chances to rank. So, backlinks, on-page SEO (search engine optimization,) UX (user experience) signals and other page-level ranking factors still apply.

How should you organize your content?

Since Google tends to look at each section like a mini webpage, you should divide your content into sections. Each section should have an H3 subheading and a specific subtopic. Then, Google can treat the content below each subheading as a mini page and rank it accordingly.

You also should focus on long-form content. Google might parse your content into 5, 50 or 100 unique passages that may rank in SERPs.

Again, you want to generate backlinks and social shares as well.

Want your website to rank higher?

The digital marketing experts at BARQAR are ready to increase your website rank and conversion rates. Get in touch with our team today!

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