Reevaluate your marketing goals and business KPIs to determine how to better align your efforts on making your customers happy by answering their questions. Develop a culture of gaining the feedback you need to keep customers happy and turn them into advocates. The skilled marketer converts the flow of top user questions into opportunities to provide answers and gains: Key insights into what are your most frequently asked questions. Better personalized content. Improved data attribution. More focused marketing strategies. All of these are ways in which you can improve your buying journey and make your customers happy. Prospective buyers base their quality-of-shopping experience on how fast they can find answers to their questions. Give your customers the reliable, relevant, personalized communications that they crave, and you’ll reap the rewards of a trusted relationship that produces repeat customers and lifelong brand advocates. But remember: No two businesses are exactly alike. While you can learn from competitive research, find what works for you. Take the time to clearly define where you excel at offering solutions that your customers are asking for and where you currently have a content gap that misses providing remedies and responses that empower shoppers to make better decisions. Determine where you’ll see the biggest ROI and then focus your efforts on answering user questions in those areas. Craft your marketing messages to teach and inform your leads as much as possible so that they can confidently pulling the trigger on a sale. This means answering all key questions before you ask for their money. The closer you get to addressing buyers' questions and concerns in advance the better. Your content can show them you know what they need, emphasize with their concerns, and are prepared to be the best solution via Google's Answer Engine. By providing social proof, simplifying your solutions, and building curiosity, you can convert leads into customers. We anticipate that Google will continue to incorporate structured data in SERPs and push the limits of knowledgeable answers displayed on Google results, moving the search engine ever deeper and better and providing what users are looking for.