Outranking a definition result

[CodeCadet]

Hello,

I was just asked to help rank a keyword that has fairly low competition but the #1 result is a definition.
I do not want to post the keyword here but for an example type in "resting" and you will see that Google returns a definition of the word. Now, lets say the result directly below the webster definition is a company with the name "Resting".

What type of tactics would you employ to outrank a definition?!

My first guess would be that I should establish this brand with Google by creating a Google Places listing for it. What else could I possible do? Should I just build standard relevant back links and optimize the content as normal?

Thanks in advance!

[Dr-Pete]

As others have said, that result is not, unfortunately, something you can outrank - it's not organic, and it doesn't have to compete with organic listings. Once Google determines the query requires a definition result, that one-box will be at the top. Why does Google determine this query needs a definition? Unfortunately, we're not entirely sure. It's possible you could do something to influence that decision, such as build a brand so powerful around the keyword that Google shifts the entire query to a different intent. Honestly, though, that's a tall order.

So, what are some more realistic options?

(1) Buy AdWords ads. Yeah, I know it's not the answer you expect from me, but the top 3 ads come above one-boxes (try a search for "assurance" to see what I mean). Sometimes, you do what you gotta do.

(2) Work on mid-tail keywords surrounding that keyword. There are probably variants on "resting" that are more advantageous to rank for and will convert better. If your client isn't a household name, then people searching for "resting" probably aren't looking for them, and this isn't really that great of a keyword to obsess over.

(3) Focus on "brand" signals like social accounts (especially Google+), get yourself into Freebase, and see if it's possible to get some kind of Knowledge Graph entity related to your brand. This is going to take some doing, but it's possible.

[alecfwilson]

Could you provide a bit more context? If you are simply trying to outrank the definition of a keyword, it's not going to happen. Google is pulling that definition from its Knowledge Vault, and their algorithm has determined that result most likely to be related to that term is the definition. However, if, for example, you are trying to rank for the name of a business that is also simply a word (let's say "Twist"), you may be able to out rank it in local searches. Setup a Google My Business account and a Google Places page, and start optimizing for Local SEO (I've never done this, so I don't have great tips).

Unfortunately, if you are trying to outrank the definition of a word Google's algorithm believes most searches are looking for the definition, it's likely not going to happen. If it's the name of the business, then you may eventually be able to outrank it, but if it's just a keyword, it is almost certainly impossible.

[DennisSeymour]

I haven't successfully outranked it to be honest. I've never seen it done...

If it's for a phrase/questions, and you want to outrank the answer generated by google, try to be the one that is linked in the answer by analysing how the current one got there. That's the fastest (but still hard) way.