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How Google’s Passage Ranking is Changing the SEO Landscape

By Sahil Khanna
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How Google’s Passage Ranking is Changing the SEO Landscape

Search engine optimization (SEO) has always been about optimizing entire web pages or websites to rank higher in search engine results pages (SERPs). However, Google’s introduction of the Passage Ranking algorithm in late 2020 has shifted this focus. This new approach allows specific passages within web pages to be ranked, fundamentally altering how SEO professionals optimize content. In this blog post, we’ll explore what Passage Ranking is, how it affects SEO strategies, and what you can do to leverage it effectively.

What is Google’s Passage Ranking?

Google’s Passage Ranking is an AI-driven feature that enables the search engine to index and rank individual passages within a webpage, even if the rest of the content on the page is less relevant to the search query. This means that even if a specific section of a page is buried deep within a long article, it can still rank highly if it specifically answers a user’s query.

Why is Passage Ranking Important?

Traditionally, web pages that answered user queries quickly and concisely were preferred. However, with Passage Ranking, broader content can be utilized, allowing individual applicable paragraphs to potentially outrank entire pages dedicated to similar topics. This change can be particularly advantageous for sites that produce comprehensive or detailed articles where relevant information may not be immediately visible.

Enhancing User Experience

With Passage Ranking, user experience is enhanced as it allows users to find more precise answers to their questions without needing to endlessly scroll through content. This development encourages content creators to craft in-depth resources that tackle various aspects of a topic more effectively.

SEO Strategies for Passage Ranking

To adapt to Google’s Passage Ranking, there are several strategies you can implement:

  • Structure Content with Clear Headings: Use headings and subheadings to break up your content, making it easier for Google’s algorithms to detect distinct passages.
  • Create Content with Depth: Write comprehensive articles that cover topics broadly but deeply, enhancing the likelihood of specific passages ranking independently.
  • Use Semantic Keywords: Diversify the keywords in your passages to capture the essence of specific user queries.
  • Optimize for Long-Tail Keywords: Long-tail keywords are more likely to align with specific passages, thereby increasing the chances of a passage being indexed and ranked.
  • Incorporate Internal Links: Guide readers and crawlers to relevant passages or sections by using strategic internal linking practices.

Conclusion

Google’s Passage Ranking presents a significant opportunity for websites aiming to improve their visibility in SERPs. By focusing on comprehensive and organized content with distinct sections, SEO professionals can ensure that their webpages remain competitive in an evolving search landscape. As Google continues to refine how it interprets and presents information, remaining adaptable and informed about these changes is crucial for ongoing SEO success.

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Sahil Khanna

Sahil Khanna is a dedicated engineer and digital architect, committed to creating products that deliver genuine value to end users. With a strong background in leadership, Sahil has led diverse teams across multiple industries, from logistics to technology, where he believes that effective leadership and accountability are the foundations of a successful team. In a bold career move, Sahil left the engineering world to found Sunshine Construction in 2018 after witnessing the exploitation of small business owners by digital marketing firms. His decision was driven by a desire to gain new perspectives and a deeper understanding of the complexities within this emerging industry. Under his leadership, Sunshine Construction has flourished, reflecting his ability to adapt and thrive in a new domain. Despite his focus on construction, Sahil remains connected to his roots in digital technology. He continues to consult on digital marketing initiatives and programming, bringing a unique and diverse perspective to the table. His expertise in both fields allows him to bridge the gap between traditional industries and modern digital solutions, making him a versatile and innovative leader. Sahil’s journey in technology is marked by significant roles, including his tenure as Chief Executive Officer at Sunshine Construction, Director of Engineering & Technology at Impacto, LLC, and Vice President of Technology at Native Rank. His leadership experience extends to logistics, where he managed outbound operations at UPS, ensuring operational excellence and team development. Educationally, Sahil holds a Bachelor of Applied Science in Computer Science from the Community College of Denver. He has further expanded his skill set through certifications, including The Fundamentals of Digital Marketing from Google and Technical Support Fundamentals from Coursera. Sahil’s diverse experience across engineering, digital marketing, and construction, combined with his commitment to continuous learning and leadership, makes him a dynamic and innovative force in both the traditional and digital worlds.

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