Google expands the ‘About this result’ panel with information about what factors are in ranking a page in the search results.
Starting today, when one sees an About This Results panel, searchers get even more information about the results they see to help them understand which one may be most useful.
That’s what it’s offering to regular searchers, but to SEOs it provides unique insight into what placement factors went into the surface of a given page for a given query.
Here is an example of an updated About this results panel for the query “how to make fish in the oven”:
Under the heading “Your search and this result” you can see why a page was ranked for that query.
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In the example above, Google showed the specific page due to the following factors:
It matched words in the query with words on the page. The matched word related to the query with words on the page. The content of the page is in the same language as the submitted query. The applicant’s location in the United States made the page particularly relevant.
In addition to highlighting matching terms, related terms, and local relevance, the updated About This Results panel can also display information about inbound links.
Here is another example where you can see the panel tell the searcher: “Other sites with your search terms link to this result.”
The page header image in this article shows another version of the About This Result panel that mentions the page images used as a relevance factor.
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Google’s pitch for searchers is that this information can be used to refine one’s query for better results.
For everyday users, this panel offers techniques and settings that can be used to modify searches to get more relevant web pages.
From Google’s announcement:
“If you e.g. Usually search in English but want to find results in another language or from another region, About this result makes it even easier to adjust your settings.
You may even want to adjust your search. Imagine that you are searching for “best running shoes”. While it is usually helpful for Google to return results on related terms, in this case “running shoes”, you are really looking for shoes that are optimized for jogging.
About this result shows you tips on how to get to what you really wanted. For example, you can put quotes around a word or phrase to get results that mention those words exactly, or use a minus sign to exclude certain words from your search. ”
For marketers and SEOs, this panel offers an interesting look at how Google determines relevancy per page. Result.
Prior to today’s update, About This Result only showed information about the content source and whether the site connection was secure. Now it contains a wealth of data on relevance signals.
This extension is now live for 10% of qualified users and will gradually roll out to 100%. The expanded panels are available in English in the United States to start with plans for a broader rollout in the coming months.