Copy

Google Indented Results


Who's got them and how to use them to make your website pop
Note: The feature hasn't rolled out for everyone yet.

Two or more listings clustered together at the top of the SERP? Yes, please!

But it turns out that everyone who's doing content decently [i.e. avoiding spam] can get their hands on a couple of spots. You might already have 'em.

They're everywhere.

On Medium:

With e-commerce websites:

Product pages:

Lots of blogs:

And they're super handy for finding related information quickly:

 

So what do indented results mean for your content efforts?


Companies will speed up their organic HR and employer branding efforts:

Affiliate marketing strategies will be slowed down as the main brands will take up more visual space:

Sitelinks now take up a lot more space:

Lists remain seemingly unharmed:

The new update is a game-changer for companies targeting their brand and keeping competitors out of "their" SERP:

 

How to tweak your posts to score indented results

  • There's really nothing that special you can do if you've been building content/keyword clusters. The indented results simply bring together pages ranking for the same or similar keywords. Note that you should however try to rank within the first page as the indented results don't yet appear beyond that. Next is an example of a website targeting "Pomodoro timer", "Pomodoro apps", and "Pomodoro integration" with three different pages. "Pomodoro" is the main keyword that ties them together:
  • The title tag and meta descriptions should be the first you optimize to make sure the keywords you're targeting shine. I wouldn't recommend using or aiming for the same keyword for two or more pages as this can cannibalize your content.
  • Keep in mind these results don't appear just for the first one or two results. This gives you an opportunity to grow your rankings by simply writing compelling content on topics similar to the one you're targeting. This is a perfect method for ranking high for difficult keywords. Previously, I used pillar pages for this [more on the topic in a future newsletter edition] but this hack works in a similar vein.
  • The indented results only work for pages on the same domain. Subdomains are fine as you'll see in this example.
  • Another thing I noticed is that these pages [ranking within an indented cluster] link to each other. So it's a good idea to step up your internal linking game if you haven't yet. A best practice is to also write the target keywords in the anchor.
  • Finally, keep in mind most of these rankings receive at least a couple of external backlinks. I don't think this is mandatory but it can help you gain some extra ranking spots overall. This means you can't just have a good piece and then write whatever just to target extra keywords. You need to put consistently good content out there and work towards gaining backlinks for all of them.
Note that Google did launch a similar feature as early as 2007 only to take it down. Even earlier but, hey, who can remember? 

Remember to, of course, stay away from duplicate content. This might just be why they closed the feature initially. So how long do you think the indented results will last this time?
If you enjoyed this edition, don't forget to send it to a friend!

Until next time,
Alexandra Cote
 
P.S.: I'm looking for a full-time role in content management or growth marketing with a focus on content. I'm especially interested in working with a team that prioritizes life-work balance and career development. SaaS ideally. Let me know and thanks a million! 
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