Search Engine Results Pages (SERPs) are constantly changing — becoming smarter to show users exactly what they are looking for. When this happens, it means fewer people are actually clicking through to websites because they can find the answer they are looking for right on the SERP.
In 2012, Google introduced what are known as Knowledge Boxes.
Knowledge Boxes (also known as Knowledge Panels or Knowledge Graphs) are quick blurbs of information answering search questions from users. Typically, these excerpts come straight from Wikipedia pages and make searching easier and faster for users. These knowledge boxes are increasingly taking over for Featured Snippets.
A featured snippet is an excerpt of information from a website other than Google and serves as position zero on a SERP.
Featured snippets used to be a great way for websites to increase their click-through-rate, but with the takeover of Knowledge Boxes, they are slowly becoming a thing of the past. To improve SEO rankings in the age of the Knowledge Box, users need to be working earnestly to link build, promote, and ensure their sites are on page one or two of the search results.
Knowledge Boxes are not the end of the SEO world, but they do mean users need to adapt. While Featured Snippets haven’t gone away entirely, content creators need to work with intent to ensure their content is seen around these large information boxes.
If you’re looking to improve your SEO in the age of the knowledge box, contact Cabedge — a digital marketing firm that understands the intricacies and trends of SEO to help your organization get to the top of the rankings.