- Posted by Nigel Edelshain
- On September 16, 2015
- Industry changes, SEO
Google recently announced that it’s adding hundreds of health conditions to its Knowledge Graph—the knowledge base that displays relevant information above or to the right of search results—making it easier for users to find and save the answers they need.
The update will bring the total number of health conditions in the Knowledge Graph to over 900, more than double the around 400 added in February 2015, and add downloadable PDFs for all conditions along with some general user experience tweaks. All this information is available in both desktop and mobile search results, so people can find it at home or on the go.
The Knowledge Graph expansion is of note to hospital marketers because of the way people use Google as they search for medical information. While there’s little data available on how much users favor reading information on search engine results pages over pages that rank in organic search results, we do know that users early in the patient journey start out with non-branded symptom and condition search terms. The Knowledge Graph is clearly targeted at those users, satisfying the needs of those who just want quick answers and providing a jumping-off point for those seeking more.