You can promote your products and services, but it is less impactful than external validation. It is difficult to optimize the E-E-A-T signals with such conditions. Besides relying on your claims about your credibility and expertise, you will need the verdict of other sites to support your claims.

This is the reason why marketers have been focusing on link-building as an integral part of SEO. Link building is pivotal in quantifying the E-E-A-T, but it is not the only factor that drives it.

You will begin to have questions such as what endorsements are considered authoritative? And what references or mentions do you receive from different independent sources that help build trust with your audience?

All About "About This Result" Option from Google

Google launched the ‘About this result’ feature in the year 2021 to help users get insights into the website with the search results.

Now, before opening the search result, users can select a widget that offers key information on what the page consists of and if it is helpful.

You can learn more about what information other websites say about you by following the given steps:

Search your website on Google
Click on the dots beside the URL
Click the "more about this page" choice when you get a pop-up
This directs you to the "About the source" page

Check the following information with this feature:

Website Description: You will get information about what it offers, collating from Google’s Knowledge Graph.
Description from the Source: It will reflect a description shared by the source.
First Indexing: It will show the date when the Google search engine first indexed the page.
Web Results from the Source: it showcases the search results from a particular website or a result. The results are information-specific and related to source names for better website understanding. Here, the algorithm tries to prioritize relevant results that are not regulated by the source so users can have an independent and distinct perspective.

This feature adeptly offers a glance into how Google sees your brand. In addition, you can see how your customers perceive you.

Data Application Tips To Improve Business

It is still not used by companies to its full potential despite being introduced for usage almost three years now. This feature enables you to identify information used by Google to introduce you as a subject authoritarian and the flow of information.

You can detect trustworthy resources from Google results for your brand.

Improve E-E-A-T signals with the following approach -

Optimal Content Marketing Strategy

Apply the "About this result" feature to maximize your content marketing strategy.

Take a look into the sources to detect what is authoritative based on Google protocols. Enhance the E-E-A-T signals user expectation prediction and content curating to support user inquiries.

Select the “More about this page” option present in the Google Search “About this result” section.

Use this information to discover potential platforms where your content can be featured. This gives an idea of the algorithms needed by Google to establish you as a valuable source of information generator. You can ask yourself the following questions:

Are these top and preferred sources?
Are you able to detect the comparison data between your and your competitor's top sources?
Are you able to identify drawbacks in your content marketing strategy from your competitors?

Link-Building

The “About this result” feature is crucial in link building. Analyze Google-specified external sources and databases for website relevancy. Using this tool, you can look for ways to improve your digital presence.

Consider the valuable insights from Google to optimize your link-building strategies for better site authority.

In order to enhance your link-building efforts, you can ensure to look into the following aspects:

Could you identify reliable Google databases to collect data?
Is the information collected factually accurate?
Check if Google relies on Wikipedia data, If yes, do you need to have a wiki data entry for your business as well?

Leverage competitive analysis.

Competitive Research

You can find an interesting application of this feature in the competitive research aspect. All you have to do is identify the websites that are getting featured snippets and appear in the SGE panel for the search queries relevant to your business.

Once you have identified the sites, you can analyze the page by looking into the ‘about this result’ section. This will unlock new opportunities to perfect both on-page and off-page SEO.

You can evaluate this information to understand what type of content marketing strategy is considered trustworthy, relevant, and authoritative. You can spend some time comprehending what strategies led them to become successful. You can adopt the same strategies and emerge successful in your endeavors.

When you are performing Competitive research, you should be mindful of the following -

Have you witnessed any new brands emerging as promising competitors and appearing in organic searches?
Do you realize keyword misses in your site and your competitor’s?
Check what type of sites mention and link your competitor’s websites besides Wikipedia.
Do some valuable publishers attach links to your competitor's site, not yours?

On-page Copy Optimization

The competitive SEO insights you get from Google in its “about this result” feature allow users to comprehend the user’s intent. You can understand what people want when looking up non-branded keywords most related to your content.

Having understood the content, you can transform the metadata, content links, and other aspects to fit the needs of your target audience.

If you search for a search query saying “How to write a book,” Google will share the information on why a particular website appears at the top.

Your Search & This Result

You must consider the search terms that are reflected in the ‘Your search & this result’ section. Look into results and terms that appear as a result of your search and also consider the related searches that follow it. For example, if you look for a search query that says “How to write a book?” You may find a related search that appears as “Best books of all times. Find the search queries and related queries that are relevant to your website.

You can look for the following opportunities using this aspect:

Do you have an option to strengthen a search team in your website copy?
Do you observe any high-performing content copies that you can mimic on your own website?
Are the top-performing content copies long or short?
Do you see the copies with more multimedia content ranking higher and given more value by Google?
What is the position of non-branded keywords in the rankings?
Which form of pages are on top?

Tell Your Tale

If you are a new brand and have yet to set up your Google Business Profile and make a Wikipedia entry, you can leverage the “in their own words” section.

An ‘About’ section on your website can be used to tell all about your business, when it was established, mission statement, introduction to the team or founder, etc.

It is pivotal to showcase that Google does not always draw details from the "about-us" page. Nevertheless, it handles meta descriptions and title tags.

Google advises taking the following factors into account regarding descriptions:

Avoid submitting or altering the description on your Google Business Profile.
Google usually draws website information from the About Us page.
So, to redirect Google to the information you want featured, you can create a Google About Us page. Add about-us in the URL. Use the English language to write the description and ensure it is crawlable.
Add the words ‘about us’ and hyperlink it with a link to the page. You can also include hints that make it easier for Google crawlers to understand that the piece of text is your brand description. For example, you can add a header above the description ‘about us’.

You should look into the following with regard to description:

On which part of your site do you need an appropriate description for your brand?
Where would you like the business overview to make sense in addition to the ‘about-us’ URL?
In what words would you choose to write the descriptions for your page?
What description will best represent your site’s goals in the best light?
How can you represent yourself as a trustworthy and attractive brand by displaying your brand message?

Bottom Line

The narrative that Google sets about a brand’s visibility is confined to this feature. Indeed, normal people who are only looking for their queries to be answered are not looking into this feature at all.

But this feature proves to be a goldmine for brands such as yours, who are constantly trying to establish themselves as the most credible, trusted, and authoritative website. It is crucial to consider the results from an SEO perspective.

This feature allows users the unique ability to go above and beyond the backlink analysis and addition. You can elevate your link-building, make new and worthy content marketing strategies, and perform On-page and off-page optimizations.

By leveraging Google’s opinion and narrative, you can improve your search engine ranking and establish yourself as an authentic and trusted brand. More and more people will begin to resonate with your ideas and views.

Are you wondering what else you can do to skyrocket your SEO rankings and emerge as a familiar and trusted brand? We can help. Contact Tasker Web today for a free consultation.