Last week, Google announced new explanations for content visible through Knowledge Graph’s “People also search for” capability. While the connections are often intuitive, adding the feature helps clarify the relationship and directs users to content that may satisfy their search better. This is more evidence that content on SERPs must have immediate relevance to catch clicks.
Users can now hover over a result visible under the “People also search for” tab to see the explanations. According to Google, the tool’s goal is simply to direct users to information that enriches their understanding of topic.
Marketers in the B2C sector may find users click to relevant SERPs more frequently, as Brafton tests show Knowledge Graph typically yields explanations of related searches with queries for specific films, books and other media.
It’s unclear whether Google plans to integrate the feature for further searches, as its announcement on its Inside Search blog lacks any indication of expansion. The move reveals that Google wants to showcase answers’ relevance to user searches immediately, and marketers hoping to win visibility for various terms should remember their pages must instantly answer user queries as well.
Knowledge Graph has been a source of scrutiny in its early states. However, a panel at SMX East earlier this months suggests the queries producing Knowledge Graph results are rarely terms brands target with SEO strategies. Moreover, many industry-specific terms and longtail searches that more frequently yield conversions do not bring up Knowledge Graph results.