Google Whisperer’s Guide to Google’s “Question Hub”
One of Google’s favorite things to do is release new products for every digital marketer to try and understand. Google’s first release for 2021 was their “Question Hub” in the United States. According to Google, “Question Hub is a tool that enables creators to create richer content by leveraging unanswered questions. Question Hub collects these unanswered user questions and surfaces them to bloggers, writers, and content creators like you.” That sounds great, but what’s the payoff for all of us? Is it worth joining into the hub? Have no fear – the Google Whisperer is here to walk you through.
Google’s Questions Hub can be accessed here. Google requires connecting Google Search Console to your Hub account. Whatever account you sign up with needs to also have verified access to the Search Console account you want to use to submit answers. Once you start answering questions, you can only submit answers to verified sites.
Finding Questions to Answer
Once you create an account, click on “add questions” to see all the possible questions you could answer. Google provides general topic buckets for questions but you also can add specific topics. When you look for search terms, you can get really specific with your term. In the example below, you see the “auto & vehicles” topic bucket, but I could also drill down to “Silverado Tires”.
Answering Hub Questions
Once you add questions, they show up on your main dashboard by topic. To submit an answer, click on the answer button by the question. You’ll then get a pop up for you to paste in the URL of the page that answers the question. You can only paste in URLS from sites you have access to in Search Console. If you try to submit something from a site that you don’t have access to, Google will pop up an error telling you that you can’t submit the site.
Watch the Data Flow In
Once you submit your questions sit back and wait for the data! Question Hub has its own performance section, where Google shows all the activity your article generates. You see the impressions and clicks for the page, plus the position in the search results. In the details for each question, it also lists the questions you answered plus the top search queries for the page since you submitted it to Google. It’s also good to start looking at other ways search results change once you submit an article. The below article now shows as the answer box results for three new searches that didn’t have an answer box in the search results before.
Changing the Content Creation Game
Used properly, Google’s Question Hubs is a game changer for anyone creating content. Rather than relying on Google’s ever changing algorithms, we now have a tool available to suggest relevant content that changes search results in our favor. This is also a goldmine for content creation ideas. In each of these topics, Google provides the questions they are looking to get answered. Each question is potential content for your website. Answering these Hub questions is a digital strategy I expect to see grow as people take advantage of this new tool.
As we saw with Google Analytics 4, new tools from Google can be overwhelming. The Google Whisperer is here to take the journey with you. If you get lost, reach out anytime. If you need help with your SEO strategy contact us at firstname.lastname@example.org.