Google Patent: Rich content for query answers

Google’s “Rich content for query answers” patent is designed to provide rich answers to questions in the SERPs using media (audio, video, images) to supplement a featured snippet.

rich content

The patent aims to provide an answer using visual or audible results, not just text. These rich snippets will increase a positive user experience and reduce the time it takes to find solutions. 

Google is looking to interpret the words in a search query to find intent.

When you search for how-to’s, answers with video or images that explain the steps are more straightforward for people to process and understand, especially visual learners. The intent can also be applied to movie, music, and tv results, finding information on your favorite artist or actor.

To help Search Engines get rich snippets correct, SEOs use Schema Markup; this Markup outlines what Google can use in the Featured Snippet. 

How is this Patent Different?

This “Rich content for query answers” patent is different than the Triggering Answer Boxes because it provides rich results in the query, such as an image or audio, or video.

How do Question & Informational Queries differ?

Searchers sometimes look for a quick answer (Question Query) versus learning more about a specific topic (Informational Query). An example of a Question Query could be something like, “what temperature is chicken cooked?” and you’d expect an immediate and precise answer. In contrast, an Informational Query would be like: “How to cook a brisket?”. Since smoking briskets can be challenging to master, a searcher would want to know everything about smoking meat and would like a full in-depth article learning about the topic.

How is rich media selected?

Rich media search results are ranked on Information Retrieval (“IR”) scores and “Authority” Scores (PageRank ).

The rich content results patent application is:

Rich Content for Query Answers
Pub. No.: WO/2015/102869
International Application No.: PCT/US2014/070359
Publication Date: 09.07.2015
International Filing Date: 15.12.2014

Inventors
Gal Chechik
Eyal Segalis
Yaniv Leviathan
Yoav Tzur

Current Assignee 
Google LLC

Abstract

Methods and systems for providing rich content with an answer to a question query. A method includes receiving a query determined to be a question query and a corresponding answer generated in response to the question query, generating a contextual query that includes an element relating to the question query and an element relating to the answer; submitting the contextual query to a rich content search process and receiving data specifying a first set of rich content items responsive to the contextual query, determining first rich content item in the first set of rich content items that meet a context condition that is indicative of a rich content item providing contextual information of both elements of the question query and the answer query; and preferentially selecting from the first content items relative to the second rich content items to be provided as one or more answer rich content items.

Rich Content for Query Answers

Published on: 2021-05-28
Updated on: 2021-09-03

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Isaac Adams-Hands

Isaac Adams-Hands is SEO Director with SEO North, where he helps the team plan marketing goals that are keyword-optimized and measurable for over 30 clients simultaneously. He has worked at Microsoft, The institute of chartered accountants in Australia, Auto Trader, Le Cordon Bleu, and Algonquin College in various Digital Marketing Roles. Isaac is qualified as a Full-stack developer, Server Administrator, and Cyber Security expert, adding additional experience to his Search Engine Optimization knowledge. His Inuit heritage brought him to the Arctic to hunt and fish for most summers, which grew his passion for 4-wheelers and dirtbikes.