Google’s Instant Results and Knowledge Graph: Why Content Matters

More than ever, quality content is essential if you want to do well in SEO. Not that long ago, gathering information was a process that involved a trip to the library or similar establishment, thumbing through card catalogs, searching through shelves, and thumbing through pages until you had the answers you sought. The development of the Internet enabled information to be browsed from home, made easier with the introduction of search engines. Now, the process has been further simplified. Not only will Google predict questions before they’re finished being typed, they’ll also provide answers before the organic search results are ever viewed. This is Google’s autocomplete predictions and instant results; a convenience to users and potential traffic diverter from your website. What’s more, not only do they provide answers to the original question, instant results now offer relevant follow up questions and answers as well. It’s all part of Google’s Knowledge Graph, a technology used alongside RankBrain to go beyond simply matching keywords and truly understand a user’s intent. A remarkable tool that’s great for Google’s users…but where does it leave you and your online business?   

Google Instant ResultsEasy Access To Information

It’s important to keep in mind that Google’s focus is primarily on consumer satisfaction and not on the well-being of your website. The search user has to come first if Google wants to continue to dominate the search market, an extraordinary power that can’t be taken for granted. If users aren’t getting to the organic search results, however, how are you expected to get the conversions you need? Simple. Help Google.

While the answers to queries might appear on instant results, Google is drawing their information from multiple sources, including your pages. They rely on the credibility and accuracy of the information coming from websites. The more dependable and current your website proves to be, the more authority you build. Subsequently, it’s those high authority sites that Google will direct traffic to when more than simple answers are needed. If you want to benefit, then you need to prove to Google that you are a, if not the, leading expert in your field.

Using Authority To Perform Well In Search

Now we come full circle. The best way to prove your authority is with well written and intelligent content. Aim to not answer just one question, but thoroughly explain the topic. It’s smart to address potential follow-up questions that would naturally occur. Google will credit you if you’re the first to introduce a new concept or coin a phrase if it’s accurate and useful. In the same vein, you can watch your website vanish if you produce information that has no merit, is inaccurate, or designed to sham the public. Being relevant and accurate remain fundamental in staying ahead in search.

Instant results and the continued development of the Knowledge Graph may at first glance be seen as a change that could put websites at a disadvantage. It’s better, however, to view these technologies as advanced filters that will direct quality traffic your way. A user who is satisfied with the simple instant answers is unlikely to be a conversion. It’s also good to remember that, although it’s never been confirmed, your rank might be adversely affected when searchers visit your page but find what they’re looking for on a competitor’s site. That won’t be a problem if Google succeeds in their endeavor to perfectly match user to website. The emphasis is on authority. While content is crucial in building your reputation, investing in an SEM campaign and ensuring you have proper on-site SEO will also give you an edge. Your goal should be to demonstrate your expertise to Google. Do that and watch your business grow.  


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