Create New Content With Google Questions Hub

Brandon LazovicJanuary 13, 2021

Last week Google launched its new Questions Hub Tool. While available in beta for select countries in 2018, United States publishers now have access, with a larger rollout occurring in the near future. 

Read our article to learn more about what is Google Questions Hub, how to use it to create new content, and why it’s a great tool for publishers. 

What Is Google Question Hub? 

According to Google, “Question Hub is a tool that enables creators to create richer content by leveraging unanswered questions. Question Hub collects these unanswered user questions and surfaces them to bloggers, writers, and content creators like you.”

This new tool allows searchers to tell Google what specific queries have gone unanswered in the search results. Google, in turn, will present these questions to publishers, who can create content to address these types of unanswered queries in the SERPs. 

How Does Google Question Hub Work?

Google Question Hub is simple to use. To get started, you’ll need a gmail account to sign up (note: G-suite isn’t available for integration with Google Question Hub) and preferably access to your Google Search Console account for your web property. 

According to Google, “To access Question Hub, publishers need to link their account to verified properties in Search Console. For publishers without a Search Console account, other options are available. Once they’ve created an account, they can explore topics relevant to their work by either searching for keywords or browsing categories. Once a topic is added, they can view unanswered questions asked by real people. Publishers can then use their editorial judgment to review unanswered questions, and expand on them when creating content.”

Once you’ve set up your account, Google Questions will prompt you to select categories or specific phrases that you want to track questions for. 

After making your selections, you’ll see a number of unanswered questions that you can use for ideation. Whether you’ve already written an article that answers the question, or create a brand new article, you can then submit that article within Google Question Hub. 

At this time, users who submitted the question aren’t notified when you provide an appropriate resource. Google has also acknowledged that submitting articles in Question Hub won’t improve keyword rankings, or guarantee that you’ll appear in the SERPs for that specific query. 

However, you are able to track the organic performance associated with the articles you’ve submitted answers for based on data pulled from your Google Search Console account. 

Why Should I Use Google Question Hub? 

For publishers, this may be a perfect way to recognize material that searchers are searching for, but Google does not find beneficial search results.

I was able to look for topics relevant to Google Search for which searchers could not find answers and was able to find a list of questions that I could produce content for to address the questions of these searchers.

The benefits of the tool are: 

  • Finding the right questions
  • Creating richer content
  • Tracking your impact

Integrations That Google Should Consider For Questions Hub

It would be easier if there was an ability to categorize the inquiries tracked within Questions Hub by intent, apart from discovering questions, generating content from related subjects, and monitoring the effect. 

The categories per sector are great for publishers, but it would be easier to parse through all of the search queries through identifying which users are looking just for information, rather than crafting content to satisfy transactional intent. 

There should also be more choices for the topics you should add that users can ask questions about, such as a suggested selection of topics other than the one you added. The queries should hopefully always be important, but because this is simply a user portal, if there are those that do not pass this standard, you can’t help it. 

This is why the Questions Hub has a reject button made for those types of questions, but if there is a certain database for the questions declined, that will be nice to see because what is meaningless today could be important to target in the future.

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