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17 July

How to Rank Your Pharmaceutical Website in Google’s Knowledge Graph

Google’s SERP Updates

Your experience with Google is changing, especially at the most basic level. Google has always been known for providing high-quality links to help solve problems its users are experiencing. Traditionally, these answers have been represented by the SERP (Search Engine Results Page) as seen below:

However, the traditional SERP result didn’t provide the experience Google felt was most beneficial for it users, and they have been on a mission to transform the search experience from lists to information gathering. The algorithm updates of Hummingbird and RankBrain are key components in this transition from traditional lists to creating connections between Google’s data using real world context, or the birth of “The Knowledge Graph.”

The Knowledge Graph is an evolution in Google’s goal to provide more meaningful results when users are searching for information.

Why is the Knowledge Graph Important to Your Business and Brand?

There have been few major changes to Google’s SERP results; however, the Knowledge Graph’s introduction in 2012 is one of the biggest updates from Google. Ultimately, the goal of the Knowledge Graph is to better understand searcher intent and to connect the intent to real world information. Essentially, Google is trying to transition from sharing information to sharing knowledge. The main benefit of the Knowledge Graph for brands is that they improve visibility and reinforce brand authority.

Optimizing for the Knowledge Graph allows your brand to suggest changes to search engines and influence SERP information, including your logo, contact information, and social profiles.

An example is shown below when conducting a search for “BOTOX treatment”:

 Instead of seeing the traditional SERP results listing pages providing additional information about BOTOX treatment, as well as healthcare providers offering this treatment (as seen below), Google is trying to present the most useful information about the topic based on the newest and most relevant information for the query:

How to Leverage Your Best Assets in the Knowledge Graph

One of the key benefits of the Knowledge Graph is the opportunity for your brand’s best assets to be displayed directly in a search result without a user having to visit your website. This may be problematic as users may gain the necessary information in Google’s search result, instead of visiting your website.  However, using tools like Google Search Console and Bing Webmaster Tools will provide essential data for you to know how engaged users are with your Knowledge Graph placements. There are a variety of Knowledge Graph listings that you can use to leverage some of your best assets by implementing SEO best practices:

 

  1. Company Knowledge Graphs: These types of Knowledge Graphs provide essential information about your company, such as what it does, financial information (if publicly traded), and social media profiles. Taking advantage of branded Knowledge Graph panels helps users engage with your brand by grouping helpful information together and providing CTAs directly in SERP results.
  2. Nonprofit Knowledge Graphs: Like company Knowledge Graphs, nonprofit Knowledge Graphs provide basic information about your organization and ways to connect with it. Nonprofits now have a huge opportunity for additional exposure to their brand, website, and social profiles directly in search results.
  3. Health Knowledge Graphs: Lastly, Google included health Knowledge Graphs to provide additional information about diseases, their symptoms, and treatment options. There are multiple links within “Health Knowledge Graphs” that link to additional Google search results instead of specific websites. Optimizing your website for these terms may lead to increased visibility when users search for unbranded health queries.

By incorporating information that Google is providing within these three types of pharma-related Knowledge Graphs, your website will gain additional exposure within the SERPs, leading to more clicks, impressions, and conversions.

Stuart Schisgall About the Author

Stu is a Sr. Digital Engagement Strategist at AbelsonTaylor, with a professional background in SEO, digital marketing, marketing strategy, and data analytics.