Content format mostly applies to information and commercial research queries.
Common formats are: Step-by-step tutorials, how-to guides, opinion pieces, reviews, and comparisons.
A search for ‘how to do trading online’ shows these results:
PAA (People also ask).
A step-by-step tutorial and an “how to” guide.
Note: results may vary. The main reasons for users getting varying results in Google are location, personalisation and algorithm variations. Google’s aim is to deliver the most accurate and relevant results for each individual search engine user, so the variations are entirely intentional.
To show the right content format, look for the most dominant content format in the search results and follow the trend. If most results are step-by-step tutorials and guides, create the same content format.
Common formats are:
Look for the most dominant content format in the search results and follow the trend
Extract from my Book ‘Making Google Ads Work’.