Discover SEO Insights Using Google’s ‘About this Result’

Unlock valuable SEO insights by exploring what Google reveals about your site and competitors. Leverage this information to strengthen E-E-A-T signals both on and off-page.

Optimizing for E-E-A-T (Expertise, Authoritativeness, Trustworthiness) poses challenges as these signals heavily rely on external validation. Simply asserting your expertise and trustworthiness isn’t sufficient; the opinions of other sites hold more weight.

Link building has long been crucial for SEO, but the emphasis should be on quality rather than quantity. The key questions are: Which links does Google deem authoritative endorsements? What mentions and references establish trust according to independent sites?

Understanding Google’s ‘About this Result’ Feature
To discover what other sites say about you:

1. Google your website.
2. Click the three dots next to your URL.
3. In the pop-up modal, click “More about this page.”

This feature provides valuable information:

• Site Description: Details about the site based on sources from Google’s Knowledge Graph.
• In Their Own Words: A description based on information provided directly by the source.
• Site First Indexed by Google: Indicates when Google first indexed the site.
• Web Results About the Source: Displays search results about the specific site/result based on a combination of information.

This feature offers insight into how Google perceives your brand and how customers view you.

Leveraging this Information
Launched in 2021, the “About this Result” feature is underutilized in SEO. It helps understand the information Google relies on for specific search results and how it interprets that information.

Use these insights to:

1. Inform Content Marketing Strategy:

• Identify authoritative sources for a particular query.
• Use this to pinpoint outlets for your content that Google deems relevant and informative.
• Compare top sources with competitors and identify content gaps.

1. Guide Link Building Efforts:

• Identify databases and third-party sources Google relies on for information.
• Use this as a guide for link building efforts and strengthen your online presence.

1. Conduct Competitive Research:

• Identify sites winning featured snippets and appearing in the SERP for relevant queries.
• Analyze authoritative and trustworthy sources for competitive strategies.

1. Incorporate into On-Page Copy:

• Understand user intent when searching for non-branded keywords.
• Tailor on-page optimizations to align with user expectations.

1. Share Your Story:

• Optimize the “in their own words” section, especially for entities without Wikipedia entries or Google Business Profiles.
• Ensure your site has an appropriate description beyond the ‘about-us’ URL.
• Foster familiarity and trust through authentic connection in the description.

Listen to Google’s Narrative
This feature provides valuable insights that can shape content marketing, link building, and on-page strategies. By actively listening to Google’s narrative about your brand, you can enhance your search engine presence and resonate more authentically with your audience, aligning with Google’s goal of providing expertise, authority, and trust.