SEO – Knowledge Cards Will Gain More SERP Real Estate In 2019

What is a Knowledge Card or Knowledge Graph?

A knowledge card is any information box that appears as a featured result after a Google Search is made.  

Google is constantly testing the layout of Search Engine Response Pages.  Business owners will recognize the knowledge panel on the right side of SERPs generated by Google My Business, but Google has also been refining its results to show fewer Organic and Paid results in situations where the answers to queries warrant either a single answer or generally accepted answer.  

So What makes us think that the Knowledge graphs will continue to gobble up SERP Real Estate?

  • Google has tested what we have come to call zero click results, one answer in a knowledge card similar to the knowledge graph we know.  “What time is it in Paris?” returns a single answer. There is little if any ambiguity. The User’s intent is to find a definitive answer that does not require searching through websites for the right answer. So Google is inclined to give the user what they want as quickly as possible
  • Added features in Google My Business in 2018 show an accelerated gathering of data that would display perfectly in knowledge graphs. Features Like:
    • GMB Added future opening dates.
    • Added improved analytics in GMB Dash
    • GMB Marketing Agency Dashboards
    • New Attributes fields such as veteran and women led
    • Restaurant menu, business description and services fields
    • Google Removed anonymous business reviews
    • Videos added to GMB
  • More Featured Snippets being gleaned from websites.

 

  • Mobile first indexing creates less real estate on SERPs since Google is also designing SERPs in a mobile-first manner.  Smaller Screen, fewer results on the screen.

Google is constantly preaching to webmasters that User Experience is the most important ranking factor. In the past, Google has placed its own profits (yes, it is a business) ahead of user experience on Search Engine Results Pages.  In 2019 We predict that Google will take search results that have low click rates, and show knowledge cards as opposed to the customary paid and organic results, thus foregoing a small profit center in favor of customer experience on the search engine.

 

 

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