Story Based Question
A restaurant chain with multiple locations notices that their competitors appear prominently in Google’s Local Pack when users search for “best pizza near me.” Additionally, a rival food blogger’s profile shows up in the Knowledge Graph whenever someone searches for “pizza experts.” Despite having great content and reviews, the restaurant struggles to achieve visibility in these search features.
The owner asks for help optimizing their content to stand out in both the Local Pack and the Knowledge Graph. What steps would you take to ensure their content appears in these features?
Exact Answer
To optimize content for search features like the Knowledge Graph or Local Packs, focus on structured data, claim your Google Business Profile, optimize for local SEO, and build authoritative backlinks while ensuring accurate, consistent information across all platforms.
Explanation
Search features like the Knowledge Graph and Local Packs enhance visibility by providing direct answers and context to users. To optimize content effectively, follow these steps:
1. Optimize for the Local Pack
The Local Pack appears for geographically relevant searches, such as “best pizza near me.”
- Claim and Optimize Google Business Profile
Ensure your business is verified and up-to-date with accurate details like:- Name, address, phone number (NAP).
- Business hours and service options.
- High-quality photos of the restaurant, menu items, and ambiance.
- Encourage and Respond to Reviews
Positive, frequent reviews boost your chances of appearing in the Local Pack. Responding to reviews (both good and bad) also shows engagement. - Local Keywords in Content
Use locally relevant terms on your site, such as:- “Award-winning pizza in [City].”
- “Best Italian restaurant near [Neighborhood].”
2. Optimize for the Knowledge Graph
The Knowledge Graph provides factual summaries about a person, business, or topic.
- Leverage Structured Data
Use schema markup to provide Google with detailed information. Examples include:- Organization schema for businesses.
- Person schema for individuals (e.g., a chef or food expert).
- Recipe schema for food bloggers or culinary sites.
- Build an Online Presence
- Create a Wikipedia page (if relevant) and contribute to Wikidata.
- Get mentioned in authoritative sources, such as news outlets or industry websites.
3. Use Consistent Information Across Platforms
- Ensure your NAP is the same on your website, Google Business Profile, and other directories like Yelp or TripAdvisor.
- Fix inconsistencies, as they can confuse search engines and harm rankings.
4. Add Local Content to Your Site
- Write blog posts or create videos about local events, partnerships, or community stories. For example:
- “Top 5 Pizza Spots in [City]: Why We’re on the List.”
- “Our Recipe for Success: Local Ingredients and Community Support.”
5. Build Local and Authoritative Backlinks
- Partner with local businesses or blogs to earn backlinks.
- Host community events or sponsor activities to gain media coverage.
6. Track and Refine Performance
- Use tools like Google Search Console to track impressions for local and branded keywords.
- Adjust your strategy based on metrics like clicks and CTR for location-specific queries.
Example
Let’s return to the pizza restaurant.
Problem: They struggle to appear in the Local Pack for “best pizza near me” and have no presence in the Knowledge Graph for “pizza experts.”
Steps Taken:
- Google Business Profile: They update their profile with accurate NAP, engaging photos, and detailed descriptions like:
- “Hand-tossed, wood-fired pizza in downtown Chicago.”
- “Voted best pizza in Chicago by Foodie Magazine.”
- Local Keywords: They add phrases like “best family-friendly pizza place in Chicago” to their homepage and blog posts.
- Structured Data: Implement schema markup for their organization and head chef, including awards and recipes.
- Content Creation: Publish a blog series titled “Behind the Scenes with Our Award-Winning Chef” and optimize it for Knowledge Graph relevance.
- Review Management: Encourage customers to leave reviews by including a request on receipts. Respond promptly to reviews on Google.
- Local Backlinks: Partner with a local brewery to host “Pizza & Pints Night,” gaining coverage from local news sites and backlinks.
Result: The restaurant now appears in the Local Pack for queries like “best pizza near me,” and their chef is recognized in the Knowledge Graph as a notable pizza expert.