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In October 2020 Google announced Passages – which enables Google to rank a specific passage (section) of a web page.

This is important because if a passage within one of your web pages answers a searcher’s query, that page will rank higher.

You should now think in terms of a web page as a whole, as well as separate sections within the page.

On this basis, this is a copywriting issue.

A good copywriter sees the whole picture (the page) as well as individual parts of the story (passages).

A Google Passage is the answer to a question

Google said that sometimes the answer to a searcher’s question is buried deep within a page.

Each separate section should focus on a specific topic.

Therefore, it makes sense to display that section rather than the whole page within organic search results pages.

As you write, think about answers to questions: one passage = one answer.

Use H2 or H3 Tags in Google Passages

Use H2 or H3 tags within passage subheadings, as Google looks for these.

When you are writing, it may be helpful to think in terms of passages (sections), right from the start.

This is a ranking change, not an indexing change, by the way.

Nigel Temple

Author Nigel Temple

Nigel Temple is a marketing consultant, speaker, trainer and writer. Topics include: AI / ChatGPT, Marketing strategy, Digital marketing, SEO, Copywriting, Mailchimp. Nigel is available to hire for a consultancy meeting, training workshop, speaking event or marketing project. Email: Or call Nigel on: 01628 773128

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