How to use Google's “About this result” for SEO insights

EEAT optimization is difficult because these signals rely heavily on external validation.

It is not enough to simply declare your expertise and credibility. What other sites say about you is more important.

This explains the long history of link building in SEO. Links remain important for quantifying EEAT. However, attracting links solely for the purpose of volume is not very helpful for your brand.

The important questions are: What links does Google consider trustworthy recommendations? What mentions and references from independent sites establish trust?

Understanding Google's “About this result” feature

You can find out by looking at the sources Google uses in its “About this result” feature.

Here's an easy way to see what other sites are saying about you.

• Search the website on Google.
• Press the three little dots next to the URL.
• In the pop-up modal, click the “Details for this page” button.
• This is Google's “About Source” page for your site.

This feature provides the following information:

• Site description: Share information about your site, including what it's about and what it offers, based on the same source from Google's Knowledge Graph.
• In their own words: Description of sites/results based on information provided directly by the source.
• Sites first indexed by Google: Specifies when your site was first indexed by Google.
• Web results for sources: Provides search results for specific sites/results. These results are “based on a combination of information, such as searching for the name of the source, to identify pages that may provide context about the website. [They] “To provide an independent perspective, we strive to prioritize useful results that are not created or controlled by the source website,” Google said.

This panel provides a unique window into how Google perceives your brand and, more importantly, how your customers view your brand.

How to use this information

This hidden gem was released in 2021, but is largely underutilized in today's SEO. This feature helps you understand what information Google relies on for specific search results and how that information is interpreted.

When you search for your brand, or your competitors, these are mentions on the web that Google finds trustworthy.

Here, we'll show you how to use these insights to develop strategies to improve your EEAT signal.

Inform your content marketing strategy

One of the most important uses of the “About this result” feature is that it can inform your content marketing strategy.

By examining the sources that Google considers trustworthy for a specific query, you can gain insights to create relevant content that aligns with user expectations and strengthens EEAT signals.

[この結果について]from the panel[このページの詳細]Select to consider your brand's primary sources of information.

Use this to identify potential sales targets for content that has already proven to be successful, based on what Google deems to be relevant and useful.

• Are these the top sources you would expect?
• How does it compare to our competitors' top sources?
• Are there any gaps in your existing content marketing based on competitor sources?

Initiatives to build guide links

This feature also provides a window into the world of link building. By understanding the databases and third-party sources that Google relies on, you can identify opportunities to strengthen your online presence.

Google essentially provides a guide for your link building efforts by providing insight into the trusted sources that Google values.

• What business databases does Google use to collect information?
• Is all the information in those databases accurate?
• Does Google rely on Wikidata or do they require a Wikidata entry?

Use for competitive research

This feature is also great for competitive research. Start by identifying sites that capture featured snippets and appear in his SGE panel for relevant queries.

From there, evaluate the corresponding “About this finding” panel to identify new opportunities both on-page and off-page.

By analyzing the information and understanding what Google considers authoritative and trustworthy, you can learn from Google's success and emulate proven strategies.

• Are there any new or indirect brands or companies appearing in organic search considering the competition?
• Is there a clear keyword gap between your site and your competitors?
• What third-party links and mentions do your top competitors garner beyond Wikipedia?
• Do your competitors have links from publishers that you don’t?

Incorporate into on-page copy

The information Google shares in the About this result feature also helps you better understand user intent when searching for non-branded keywords related to your content.

You can then adjust all on-page optimizations, from metadata to content to links, to match user expectations.

For example, in a broad search for “What is SEO,” Google shares exactly why Search Engine Land is the top result.

[検索とこの結果]Consider the search terms that appear in the section. Consider both the terms that appear in the results and the terms related to your search that appear in the results. Evaluate how it compares to your site copy.

• Is there anything more I can do to enhance specific search terms in my site copy?
• Do your competitors have high-performing pages that can be replicated in a similar or better way?
• Is the content that ranks top mostly long-form or short-form? Does it utilize a lot of video and images?
• For non-branded keywords, what are the rankings? Is it primarily product pages, blog posts, or something else?

share your story

For businesses that don't have a Wikipedia entry or a Google Business Profile, optimizing the “My words” section is important.

The “About” page is a fundamental element of a website. Google recommends leveraging the “about-us” URL slug, especially to provide an overview of your website and brand.

However, similar to title tags and meta descriptions, despite this suggestion, Google often doesn't pull from your “About Us” page, even if it exists.

Here are our recommendations for descriptions that don't meet expectations:

• Submit or change your business profile description.
• Google searches for site descriptions on the About page. To help Google find your description:
  • Create an About page on your site that includes about-us in the URL.
  • Include a site description on that page. The description must be crawlable in English.
  • A link to that page that includes the text “About Us”.
  • Include hints such as an “About Us” header above your site description.

So where and how should you include a good description of your business on your site?

• Where else would it make sense to include a company profile on a site other than the “About Us” URL?
• Where on your existing “About us” page are you linking and with which anchor tests?
• What characteristics help you create the best description of how you want your site and brand to be represented to Google?
• What should I include to foster familiarity and trust? How can I make an authentic connection with this copy?

Listen to Google

The average searcher probably doesn't use this feature much, but SEOs should. It's a treasure trove of insight.

Beyond traditional backlink analysis, these insights can shape content marketing, link building, and on-page strategies.

By actively listening to what Google has to say about your brand, you can improve your search engine presence and ensure it resonates with your audience.

Everything we do is about providing people with expertise, authority, and trust. Make sure your website functions clearly as such.