snip from a Google SERP on “types of rice” showing the People also ask feature

This is a quick summary for my own reference around how to write

TLDR;

  • Write complete questions and answers. Make sure that each question is asked and answered fully.
  • Use plain language.
  • Avoid sales language.
  • Add Q&A schema.

Answer the question

  • Be concise, and answer upfront
    • You usually only have ~3 sentences to fit an answer into (look at how many words/chars are in some example answers).
    • Make the first half of the first sentence the answer, then elaborate.
  • Meet the search intent
    • Yes/No question, answer Yes/No. If there is more complexity, then elaborate. “Yes, but” is better than no answer at all.
    • numerical question – give a numerical answer
    • time/date question – give a time/date answer
    • price based question – give a $xxx answer or a range, or a from $x