Optimization for websites with subscription-based or restricted content while allowing Google to crawl previews.
Ever search for something very specific and get an answer from a huge article, not just the title? That is not an accident; that is a powerful SEO change called passage ranking! I am going to explain exactly what is passage ranking, how it works, and how I use it to make my content rank better. I will also give you simple, actionable tips to make your content shine, no matter what kind of website you have.
What is Passage Ranking?
Passage ranking is a change that allows Google to understand and rank specific parts or “passages” of a web page, not just the whole page. Before, Google would look at a page’s topic as a whole. Now, it can understand a specific paragraph or sentence and rank it for a search query, even if the rest of the article is about something else. I think of it as a way for Google to find the perfect answer inside a long article.
This is a big deal because it means my long, detailed articles can rank for many different keywords. If one of my articles has a section that perfectly answers a question, Google can pull that section out and use it to rank for that specific search. This helps users find the exact information they need faster.
How it works for your SEO
Passage ranking rewards me for writing detailed, well-organized content. It tells me that I should not just write one main idea per page. I can write a long article that answers many questions, and Google will understand each part. This makes my content more valuable and helps it rank for a wider range of search queries.
Passage Ranking on Different CMS Platforms
Passage ranking is a Google thing, not a CMS thing. It does not matter what platform I am on. However, the way I organize my content on each platform can affect how well Google understands my passages. I always focus on making my content clean, simple, and easy to read.
WordPress
With WordPress, I can easily use headings (H2, H3, H4) and bullet points to break up my content. This is a great way to help Google understand the different sections of my article. I also write in-depth articles that cover a topic completely. This gives Google a lot of passages to choose from when ranking my content.
Shopify & Wix
For Shopify or Wix, I use passage ranking to my advantage by writing long-form content on my blog. I do not just write a short post. I create a detailed guide about how to use one of my products or a whole category. For example, a sports store might write a guide on “how to choose the right running shoe.” Each section of the guide can rank for different keywords.
Webflow & Custom CMS
With a custom CMS or Webflow, I have full control over my content’s structure. I can use an organized structure and clear headings. I can also ensure my code is clean, which makes it easier for Google to read my content and find the important passages. I focus on creating a perfect user experience that helps Google and my readers.
Passage Ranking in Different Industries
Passage ranking is a big opportunity for every business, but I focus on using it in a way that helps me achieve my specific goals. I always think about what my customers are searching for and write content that answers their questions in detail.
Ecommerce
For my ecommerce store, I write long articles that answer common questions about my products. For example, I might write an article called “The Ultimate Guide to Coffee Makers.” In that article, I will have a section that ranks for “how to clean a coffee maker.” This helps me attract people who are not ready to buy yet but are looking for information.
Local Businesses
As a local business, I use passage ranking to create local guides. I might write an article called “The Best Places to Eat in My City.” Each paragraph can talk about a different restaurant and rank for specific keywords, like “best Italian food near me.” This helps me get a lot of local traffic to my site.
SaaS & Blogs
For my SaaS company or my blog, I use passage ranking to write “pillar” content. This is a single, very long article that covers a major topic in my niche. I organize it with clear headings. This allows each section of my article to rank for a different long-tail keyword. It is a very powerful way to get a lot of organic traffic from a single page.
FAQ
Q1: Is passage ranking a new Google algorithm?
A: It is not a new algorithm. It is a new way for Google to understand content. Google still uses all of its old ranking signals, but it now has a more powerful way to find a specific answer within a long piece of content. I just need to write better content to take advantage of it.
Q2: How do I make my content ready for passage ranking?
A: I use clear headings (H2, H3) to break up my content. I write in-depth, detailed paragraphs that fully answer a single question. I also make sure my content is well-written and easy to read. I focus on writing for my audience, not for a search engine.
Q3: Should I write one huge article instead of many small ones?
A: I think a mix is best. I write short articles for simple questions. For a big, complex topic, I write a single, long article. That long article can then rank for many keywords because of passage ranking. I find this strategy works very well for both my readers and for Google.
