{"id":604416,"date":"2024-01-11T16:00:00","date_gmt":"2024-01-11T13:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-leverage-googles-about-this-result-for-seo-insights\/"},"modified":"2024-01-11T16:00:00","modified_gmt":"2024-01-11T13:00:00","slug":"how-to-leverage-googles-about-this-result-for-seo-insights","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-googles-about-this-result-for-seo-insights\/","title":{"rendered":"#How to leverage Google\u2019s \u2018About this result\u2019 for SEO insights"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a28b7d254c17\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a28b7d254c17\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-googles-about-this-result-for-seo-insights\/#Uncover_powerful_SEO_insights_from_what_Google_says_about_your_site_and_competitors_and_use_them_to_boost_E-E-A-T_signals_on_and_off-page\" >Uncover powerful SEO insights from what Google says about your site and competitors and use them to boost E-E-A-T signals on and off-page.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-googles-about-this-result-for-seo-insights\/#Understanding_Googles_%E2%80%98About_this_result_feature\" >Understanding Google\u2019s \u2018About this result\u2019 feature<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-googles-about-this-result-for-seo-insights\/#How_to_leverage_this_information\" >How to leverage this information<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-googles-about-this-result-for-seo-insights\/#Inform_your_content_marketing_strategy\" >Inform your content marketing strategy\u00a0\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-googles-about-this-result-for-seo-insights\/#Guide_link_building_efforts\" >Guide link building efforts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-googles-about-this-result-for-seo-insights\/#Use_for_competitive_research\" >Use for competitive research\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-googles-about-this-result-for-seo-insights\/#Incorporate_into_on-page_copy\" >Incorporate into on-page copy\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-googles-about-this-result-for-seo-insights\/#Share_your_story\" >Share your story<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-leverage-googles-about-this-result-for-seo-insights\/#Listen_to_Googles_narrative\" >Listen to Google\u2019s narrative<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Uncover_powerful_SEO_insights_from_what_Google_says_about_your_site_and_competitors_and_use_them_to_boost_E-E-A-T_signals_on_and_off-page\"><\/span>Uncover powerful SEO insights from what Google says about your site and competitors and use them to boost E-E-A-T signals on and off-page.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nOptimizing for E-E-A-T is challenging because these signals rely heavily on external validation. <\/p>\n<p>Simply proclaiming your own expertise and trustworthiness is not enough. What other sites say about you carries more weight.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>This explains the long history of link building in SEO. Links still matter for quantifying E-E-A-T. But amassing links solely for quantity won\u2019t do much for your brand.<\/p>\n<p>The key questions become: Which links does Google see as authoritative endorsements? Which mentions and references from independent sites establish trust?<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-understanding-google-s-about-this-result-feature\"><span class=\"ez-toc-section\" id=\"Understanding_Googles_%E2%80%98About_this_result_feature\"><\/span>Understanding Google\u2019s \u2018About this result\u2019 feature<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>We can find out by checking out the sources Google is using with the \u201c<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/support.google.com\/websearch\/answer\/11127743?visit_id=638385541314653484-31396487&amp;p=atr_source_topic&amp;rd=1\">About this result<\/a>\u201d feature.\u00a0\u00a0<\/p>\n<p>Here\u2019s a quick way to check what other sites say about you:<\/p>\n<ul>\n<li>Google your website.<\/li>\n<li>Hit the three small dots next to your URL.<\/li>\n<li>On the pop-up modal, hit the \u201cMore about this page\u201d button.<\/li>\n<li>This is Google\u2019s \u201cAbout the source\u201d page for your site.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" fetchpriority=\"high\" width=\"1600\" height=\"1600\" alt=\"Source: Google\" class=\"wp-image-436438\" style=\"aspect-ratio:1;width:840px;height:auto\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Google-Search-About-this-source.gif\"><noscript><img decoding=\"async\" fetchpriority=\"high\" width=\"1600\" height=\"1600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Google-Search-About-this-source.gif\" alt=\"Source: Google\" class=\"wp-image-436438\" style=\"aspect-ratio:1;width:840px;height:auto\"><\/noscript><figcaption class=\"wp-element-caption\"><em><em>Source: <\/em><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/blog.google\/products\/search\/about-search-results\/\"><em>Google<\/em><\/a><\/em><\/figcaption><\/figure>\n<\/div>\n<p>This feature provides the following information:<\/p>\n<ul>\n<li><strong>Site de<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">script<\/a>ion<\/strong>: Shares information about the site, such as what it is and what it offers \u2013 based on the same sources from Google\u2019s Knowledge Graph.\u00a0<\/li>\n<li><strong>In their own words:<\/strong> A description of the site\/result based on information provided by the source directly.\u00a0<\/li>\n<li><strong>Site first indexed by Google<\/strong>: Specifies when the site was first indexed by Google.<\/li>\n<li><strong>Web results about the source<\/strong>: Provides search results about the specific site\/result. These results \u201care based on a combination of information, including searches for names of the source, to identify pages that may give you context about the website. [They] try to prioritize helpful results that are not created or controlled by the source website, to provide independent perspectives,\u201d <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/support.google.com\/websearch\/answer\/11127743\">according to Google<\/a>.<\/li>\n<\/ul>\n<p>This panel offers a unique window into how Google perceives your brand and, more importantly, how your customers see you.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-how-to-leverage-this-information\"><span class=\"ez-toc-section\" id=\"How_to_leverage_this_information\"><\/span>How to leverage this information<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This hidden gem launched in 2021 but is vastly under-utilized by SEOs today. This feature helps us understand what information Google relies on for a specific search result and how it is being interpreted. <\/p>\n<p>When doing a search for your brand \u2013 or your competition \u2013 these are the mentions from around the web that Google has deemed trustworthy.\u00a0<\/p>\n<p>Here\u2019s how to use these insights to inform strategies for improving E-E-A-T signals.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-inform-your-content-marketing-strategy-nbsp-nbsp\"><span class=\"ez-toc-section\" id=\"Inform_your_content_marketing_strategy\"><\/span>Inform your content marketing strategy\u00a0\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One of the most significant applications of the \u201cAbout this result\u201d feature is its ability to inform content marketing strategies. <\/p>\n<p>By examining the sources Google deems authoritative for a particular query, we can gain insight into creating hyper-relevant content that aligns with user expectations and enhances E-E-A-T signals.<\/p>\n<p>Consider the top information sources for your brand by selecting \u201cMore about this page\u201d from within the \u201cAbout this result\u201d panel.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1107\" alt=\"\u201cMore about this page\u201d\" class=\"wp-image-436444\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-More-about-this-page.png.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-More-about-this-page-600x324.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-More-about-this-page-800x433.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-More-about-this-page-200x108.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-More-about-this-page-768x415.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-More-about-this-page-1536x831.png 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-More-about-this-page.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1107\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-More-about-this-page.png.webp\" alt=\"\u201cMore about this page\u201d\" class=\"wp-image-436444\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-More-about-this-page.png.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-More-about-this-page-600x324.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-More-about-this-page-800x433.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-More-about-this-page-200x108.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-More-about-this-page-768x415.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-More-about-this-page-1536x831.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/noscript><\/figure>\n<\/div>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1814\" height=\"1474\" alt=\"About this source\" class=\"wp-image-436442\" style=\"aspect-ratio:1.2306648575305292;width:741px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-About-the-source-page.png.webp 1814w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-About-the-source-page-416x338.png.webp 416w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-About-the-source-page-738x600.png.webp 738w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-About-the-source-page-139x113.png.webp 139w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-About-the-source-page-768x624.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-About-the-source-page-1536x1248.png 1536w\" data-lazy-sizes=\"(max-width: 1814px) 100vw, 1814px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-About-the-source-page.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1814\" height=\"1474\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-About-the-source-page.png.webp\" alt=\"About this source\" class=\"wp-image-436442\" style=\"aspect-ratio:1.2306648575305292;width:741px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-About-the-source-page.png.webp 1814w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-About-the-source-page-416x338.png.webp 416w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-About-the-source-page-738x600.png.webp 738w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-About-the-source-page-139x113.png.webp 139w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-About-the-source-page-768x624.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-About-the-source-page-1536x1248.png 1536w\" sizes=\"auto, (max-width: 1814px) 100vw, 1814px\"><\/noscript><\/figure>\n<\/div>\n<p>Use this to identify prospective outlets for your content that have already been proven successful based on what Google sees as hyper-relevant and informative.\u00a0<\/p>\n<ul>\n<li>Are these the top sources you would expect to see?\u00a0<\/li>\n<li>How do they compare to the top sources of your competitors?\u00a0<\/li>\n<li>Are there any gaps in your existing content marketing based on what you see for competitor sources?\u00a0\u00a0<\/li>\n<\/ul>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h3 class=\"wp-block-heading\" id=\"h-guide-link-building-efforts\"><span class=\"ez-toc-section\" id=\"Guide_link_building_efforts\"><\/span>Guide link building efforts<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The feature also offers a window into the world of link building. By understanding the databases and third-party sources Google relies on, you can identify opportunities to strengthen your online presence.<\/p>\n<p>Google is essentially providing a guide for link building efforts by providing insight into the authoritative sources they value.<\/p>\n<ul>\n<li>What business databases is Google using to gather information?<\/li>\n<li>Is all of the information in those databases accurate?\u00a0<\/li>\n<li>Is Google relying on Wikidata and\/or do you need a Wikidata entry?\u00a0<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-use-for-competitive-research-nbsp\"><span class=\"ez-toc-section\" id=\"Use_for_competitive_research\"><\/span>Use for competitive research\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This feature is also great for competitive research. Start by identifying the sites winning featured snippets and appearing in the SGE panel for relevant queries. <\/p>\n<p>From there, evaluate the corresponding \u201cabout this result\u201d panels to identify new opportunities both on-page and off-page.\u00a0<\/p>\n<p>Analyze the information to understand what Google considers authoritative and trustworthy so we can learn from their successes and emulate proven strategies.<\/p>\n<ul>\n<li>Are there new or indirect brands or companies appearing in organic search to consider competition?<\/li>\n<li>Are there clear keyword gaps between your site and your competitors?<\/li>\n<li>What third-party links or mentions are top competitors getting beyond Wikipedia?\u00a0<\/li>\n<li>Do your competitors have links from publishers you don\u2019t?\u00a0<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-incorporate-into-on-page-copy-nbsp\"><span class=\"ez-toc-section\" id=\"Incorporate_into_on-page_copy\"><\/span>Incorporate into on-page copy\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The information Google\u2019s shares in the \u201cabout this result\u201d feature can also help us better understand user intent when searching for non-branded keywords related to our content. <\/p>\n<p>We can then tailor on-page optimizations \u2013 everything from metadata to content to links \u2013 to align with user expectations.\u00a0<\/p>\n<p>For example, for a broad search for \u201cwhat is seo\u201d Google shares exactly why Search Engine Land is the top result:\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1150\" alt=\"Your search &amp; this result\" class=\"wp-image-436440\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-Your-search-and-this-result.png.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-Your-search-and-this-result-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-Your-search-and-this-result-800x449.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-Your-search-and-this-result-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-Your-search-and-this-result-768x431.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-Your-search-and-this-result-1536x863.png 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-Your-search-and-this-result.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1150\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-Your-search-and-this-result.png.webp\" alt=\"Your search &amp; this result\" class=\"wp-image-436440\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-Your-search-and-this-result.png.webp 2048w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-Your-search-and-this-result-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-Your-search-and-this-result-800x449.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-Your-search-and-this-result-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-Your-search-and-this-result-768x431.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-this-result-Your-search-and-this-result-1536x863.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/noscript><\/figure>\n<\/div>\n<p>Consider the search terms that appear in the \u2018Your search &amp; this result\u2019 section \u2013 both those that appear in the result and those terms related to your search that appear in the result. Evaluate how that compares to your site copy.\u00a0<\/p>\n<ul>\n<li>Can you do more to reinforce any specific search terms in your site copy?<\/li>\n<li>Does the competition have high-performing pages you can replicate in a similar or better way?<\/li>\n<li>Is top-ranking content mostly long-form or short? Does it leverage lots of videos or images?<\/li>\n<li>For non-branded keywords, what is ranking? Is it mostly product pages, blog posts, or something different?<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-share-your-story\"><span class=\"ez-toc-section\" id=\"Share_your_story\"><\/span>Share your story<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>For entities without Wikipedia entries or Google Business Profiles, optimizing the \u201cin their own words\u201d section becomes significant.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1454\" height=\"809\" alt=\"About the source\" class=\"wp-image-436446\" style=\"aspect-ratio:1.7972805933250926;width:649px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-the-source-in-their-own-words.png.webp 1454w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-the-source-in-their-own-words-600x334.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-the-source-in-their-own-words-800x445.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-the-source-in-their-own-words-200x111.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-the-source-in-their-own-words-768x427.png.webp 768w\" data-lazy-sizes=\"(max-width: 1454px) 100vw, 1454px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-the-source-in-their-own-words.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1454\" height=\"809\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-the-source-in-their-own-words.png.webp\" alt=\"About the source\" class=\"wp-image-436446\" style=\"aspect-ratio:1.7972805933250926;width:649px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-the-source-in-their-own-words.png.webp 1454w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-the-source-in-their-own-words-600x334.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-the-source-in-their-own-words-800x445.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-the-source-in-their-own-words-200x111.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/About-the-source-in-their-own-words-768x427.png.webp 768w\" sizes=\"auto, (max-width: 1454px) 100vw, 1454px\"><\/noscript><\/figure>\n<\/div>\n<p>An \u201cAbout\u201d page is a fundamental element of a website. Google recommends leveraging the \u2018about-us\u2019 URL slug specifically to provide an overview of your website and brand. <\/p>\n<p>However, much like title tags and meta descriptions, despite this suggestion, Google often does not pull from an \u201cabout-us\u201d page \u2013 even when one exists.\u00a0<\/p>\n<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/support.google.com\/websearch\/answer\/11127743\">Google\u2019s recommendations<\/a> for a description that doesn\u2019t meet expectations are as follows:<\/p>\n<ul>\n<li>Submit or modify a description for your Business Profile.<\/li>\n<li>Google will try to find your site\u2019s description on an About Us page. To help Google find the description:\n<ul>\n<li>Create an About Us page on your site with about-us in the URL.<\/li>\n<li>Include the description of your site on that page. The description must be in English and crawlable.<\/li>\n<li>Link to that page with the text \u2018about us\u2019.<\/li>\n<li>Include hints like an \u201cAbout us\u201d header above your site\u2019s description.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>So, how and where on your site do you need to have an appropriate description of your business?\u00a0<\/p>\n<ul>\n<li>Where on your site, beyond the \u2018about-us\u2019 URL does it make sense to include a company overview?<\/li>\n<li>Where are you linking to the existing \u201cAbout us\u201d page and with what anchor test?<\/li>\n<li>What characteristics help make the best description to show how you want to represent your site\/brand to Google?<\/li>\n<li>What should you include to foster familiarity and trust? How can you make an authentic connection with this copy?<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-listen-to-google-s-narrative\"><span class=\"ez-toc-section\" id=\"Listen_to_Googles_narrative\"><\/span>Listen to Google\u2019s narrative<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s not likely the average searcher is using this feature much \u2013 but SEOs should be. It is a goldmine of insights. <\/p>\n<p>Beyond the conventional backlink analysis, these insights can shape your content marketing, link building and on-page strategies.\u00a0<\/p>\n<p>By actively listening to Google\u2019s narrative about your brand, you can enhance your search engine presence and resonate more authentically with your audience. <\/p>\n<p>Everything Google does leads back to providing people with expertise, authority and trust. Make sure your website is doing just that loud and clear.\u00a0\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Stephanie Wallace\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/07\/Stephanie-Wallace.jpeg.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/07\/Stephanie-Wallace.jpeg.webp\" alt=\"Stephanie Wallace\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Stephanie Wallace<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=SwallaceSEO&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/thestephaniewallace\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        As Senior Vice President of Marketing at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.neboagency.com\/\">Nebo Agency<\/a>, Stephanie oversees SEO, Email Marketing, <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Social Media<\/a> &amp; Influencer Marketing, and Public Relations. She is a multi-channel storyteller who loves to talk about the future of search and whole-funnel digital strategy. Stephanie was honored as Search Engine Land\u2019s Female Search Marketer of the Year in 2018 and is a featured speaker at marketing conferences including Inbound, MozCon, PubCon, SMX, and more.                 <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-about-this-result-seo-insights-436435\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Uncover powerful SEO insights from what Google says about your site and competitors and use them to boost E-E-A-T signals on and off-page. Optimizing for E-E-A-T is challenging because these signals rely heavily on external validation. Simply proclaiming your own expertise and trustworthiness is not enough. What other sites say about you carries more weight&#8230;.<\/p>\n","protected":false},"author":1,"featured_media":604417,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/How-to-leverage-Googles-\u2018About-this-result-feature-for-SEO-insights-.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[26293,78070],"class_list":["post-604416","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/604416","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=604416"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/604416\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/604417"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=604416"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=604416"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=604416"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}