If you do a search today for Halloween keywords like “witch” and “skeleton” you may notice a small but subtle Easter egg hidden in Google’s Knowledge Graph results card.
The Google team has added some fun holiday touches to the normal information returned in the search, which is aggregated from popular search sources (in most cases, Wikipedia’s article for the topic).
Aside from just being some fun for the holiday, this feature also helps emphasize the point that Google really is listening to how users search.
Google’s Knowledge Graph Pays Attention to Search Trends
Google’s algorithm updates are developed using search data to follow search trends and the evolution of how users ask for information. Adding Halloween Easter egg content was a no-brainer – it’s guaranteed that searches for these kinds of terms will go up around the holiday.
But Google’s holiday spirit raises another point – it’s watching and predicting what we’re looking for and how we’re searching. It’s how the knowledge graph cards can display the similar searches (or in this case “creatures also lurch for”) – Google is watching and identifying what users search for related to the original topic.
Take a look at the vampire example. The related searches were generated in two ways: what the user clicks on from the results or how the user refined their search to get better results.
Google Builds Related Searches from the User’s Actions
If the user clicked on a result from the original “vampire” search, that sends Google a message that the result is a relevant page for the general term of “vampire.” This means if one of the results is for the IMDb listing for the TV show Buffy, that page will now be more apt to appear in the related searches.
Another way Google builds the related searches is when none of the results are specific enough to the user’s needs and they refine their search. One of the related searches is for a wooden stake supplier – this result may have been generated because users were searching for ways to kill vampires, rather than just vampires in general.
Your Content Can Capture Both Types of Searches
A well-developed content library will have both general and specific content to attract all types of users. There will be some users looking for the basics, while others will have hyper-specific needs. It’s the difference between a user looking for a general explanation of what a vampire is and a user looking for local merchants selling wooden stakes for vampire protection.
At We Do Web Content we structure our content strategies to incorporate a good mixture of general knowledge articles and more in-depth topics that focus on your target audience. Any business can benefit from quality web content like this, so give us a call at 888-521-3880 or complete our contact form.