This article was last updated in 2021. Tools and interfaces change; the principles still apply. Ask us if you want the current version of this advice.

What is position zero?

That’s right. Most SEO’s are looking for position numero uno, the first spot, aka, position number one on Google, but have you ever thought about position zero? No this doesn’t mean your results are nowhere to be found, but something quite the opposite. I am talking about the answer boxes that appear in the results. Often referred to as “position zero” or the “rich answers” because most keyword tracking software does not pick up on it, thus your typical checkbox SEO person forgets that this is an actual, rankable position.

Keep in mind that Google is constantly updating its results pages and in SEO terms, this article will help explain why SEO’s or search engine optimization specialists need to know every facet of the dynamic pages that Google displays in order to be successful from rich cards to the 3 pack.

Here is the breakdown on….

How to appear in Google’s Answer Box?

Start with a question and use it as a header
Use quick and very concise answers to the question you want to rank for
Use the <ol> tag or <table> tag (majority of sites featured often use this format.
Make your answers better than the competitions
Use bold, strong and italics on keywords so Google’s bot knows what to pull

A few things to keep in mind about the answer box and getting your site to rank in terms of SEO

The answer box is not reserved for the site in the first position. I have found that many sites ranking below number 4 or 5 have a shot. Keep in mind if you don’t rank for the keyword you want in the answer box, then you may want to slow your role and get some clout behind the keyword before you take it to this level. You still need a good showing to rank at position zero. I would only spend my time doing this for page 1 and 2 rankings.

Make sure there is a question that is answered for this search. Look at the results. No answer box? Don’t waste your time!

The old theory that content is king reigns supreme here as well. Obviously for ranking in position zero you need not 500 words but a well-written summary, clear and concise vs your top competitors that rank on the first page.

Position zero is still pretty new and expects things to change slightly, but the “quick answers” are here to stay and it is important to optimize for just about everything in order to edge your SEO competition out there in search engine land.

Adding to your organic hits, this will do. It may seem like searchers won’t click through to your site, however even if you get a small percentage of those searches to click through than an easy organic jump is bound to follow. Think about it. Have you ever confided in a question style search, saw the answers in the answer cards in the results and still, with human curiosity wanted a bit more knowledge about it?