One of the greatest strengths Briggs & Stratton provides on its site is the content of its How-To and FAQ sections, which targets questions a searcher may have about engines and lawn mower products. With the 2014 rollout of Quick Answers by Google, Briggs & Stratton observed that the new method of presenting relevant content easily aligned with existing How-To and FAQ content on Briggsandstratton.com and sought to take advantage of the new offering to better serve searchers and provide an enhanced user experience.
Resolution Media evaluated current site content and compared that to queries populating for Quick Answers results. The team noticed queries like, "how to change lawn mower oil?" populating in the results page and created a plan to:
To effectively execute this strategy, Resolution along with Briggs & Stratton's Digital Team did the following:
Since implementing recommendations for Quick Answers, Briggs & Stratton's site performance continues to increase:
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