This document discusses Google's shift from matching search strings to websites to using AI to return the most useful results to users based on their intent. It explains how Google uses its Knowledge Graph database and RankBrain algorithm to better understand queries. It then provides recommendations for businesses to leverage this strategy, such as including structured data and questions on their website to feed into Google's database. The document advocates for prioritizing customers' needs to maximize search authority and beat competition.

1. LEVERAGING Q&A
To Take Advantage of Google’s
AI Strategy

2. FROM “STRINGS” TO “THINGS”
THE PAST
• Google matched the content of a website with “search strings”
• Tactics: Keyword Stuffing, Low-quality Back Links, Redundant Content
TODAY
• Google uses AI to deliver results based on overall “usefulness to a user”
• Knowledge Graph a database relating connected “entities” or “objects”
• RankBrain an ML algorithm that translates user search results into “intent based”
queries - broadened by related objects in the Knowledge Graph
• Tactics: Quality Content, Q&A, FAQs

3. HOW IT WORKS
• Rather than interpreting every user query literally, searches now display
results based on their overall usefulness to a user
• It uses past user behavior and click-through-rate (CTR) to determine which
interpretation of a given query is most relevant
• Keywords still matter, RankBrain accounts for one third of the
signals that Google uses to rank a website
• Google processes about 3.5 billion searches a day, learning
from results and becoming more accurate every second

4. EXAMPLE: KOBE BEEF LEESBURG
1. Based on my history and location data, it infers
that I mean Leesburg, VA rather than Leesburg,
FL or Leesburg, AL
2. Via the Knowledge Graph, it recognizes that
“kobe beef” is a kind of “beef,” that “steak” is a
kind of “beef,” and returns results for both
3. By connecting the name of a restaurant with an
inexact keyword match in a user review, the
algorithm returns a promising result

5. HOW DO YOU PUT IT TO
WORK IN YOUR BUSINESS?

6. SEARCH SNIPPETS – KNOWLEDGE PANELS
Get a leg up in search rankings
by paying attention to search
snippets and formatting your
web pages with structured data.

7. FEED THE DATABASE
Knowledge Graph has to get its information from somewhere … why not you?!
1. Include Structured Data on Your Website
2. Use Schema Vocabulary (schema.org)
3. Leverage Schema Types:
Events, Organizations, Products, Reviews, People, Action etc.
4. Get Listed on Wikipedia and WikiData
5. Claim Your Google My Business Listing
6. Maximize Google’s Knowledge Card
Create a list of frequently asked questions about your business
7. Think Customers First – put yourself in their shoes

8. WHY DOES THIS MATTER?
MAXIMUM AUTHORITY
• Search Snippet = Proof that Google chose your page over others as the most
useful one to users’ relevant queries.
BEAT COMPETITION
• You are displayed above the organic results, which means that you beat the
competition, including a site that may rank #1 for the particular search result.
INCREASE TRAFFIC
• Users like featured snippets - they provide quick answers to their questions - this
benefits your site with an increase in traffic upwards of 20-30%.

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