1. health and fitness

Healthline’s POV on the
Google Knowledge Graph
In February 2015, Google launched an enhanced version of the existing Health
Knowledge Graph (KG) that originally launched in 2012. In addition to basic health
information, the new version includes medically reviewed content and medical
illustrations within a self-contained module on the Google results page.
WHAT IS IT?
Knowledge Graph presents information
and data points for over 400 of the top
health conditions, including symptoms,
treatments, incidence rates, severity,
and more.
ACCORDING TO GOOGLE’S OFFICIAL BLOG:
“We worked with a team of medical doctors
(led by our own Dr. Kapil Parakh, M.D., MPH,
Ph.D.) to carefully compile, curate, and review
this information. All of the gathered facts
represent real-life clinical knowledge from these
doctors and high-quality medical sources across
the web, and the information has been checked
by medical doctors at Google and the
Mayo Clinic for accuracy.”
HOW DOES IT IMPACT
GOOGLE SEARCHERS?
The updated Knowledge Graph will help
patients narrow common health searches
faster on both their desktop and mobile
devices. For top-funnel searchers using
broad keywords, it will present basic
information in a simple, straightforward
manner, guiding them to more accurately
refine their searches to ask in-depth
health questions.
Paid
Search
Knowledge
Graph
Organic
Search
Results
HOW DOES IT IMPACT PUBLISHERS?
Since Google is putting basic condition information on their search engine results page
(SERP), the user may be more informed and qualified when they land on publisher sites.
Health information publishers, such as Healthline, that excel at long tail search strategy
and rank high within organic search listings will not see much impact.
For more information about advertising opportunities please contact your Healthline representative
or Dante Gaudio dgaudio@healthline.com
HOW DOES IT IMPACT BRANDS?
There are a few ways brands may see an impact.
Advertiser’s Media:
Paid Search – The impact will be minor, if at all. Brands should continue to focus
on search strategies that answer specific questions and keep an eye on general
category-centric strategies for both desktop and mobile. While the jury is still out,
the new KG format is self-contained, which means users will get general information
with fewer searches or clicks.
Organic Search – Google provides basic information so that users “should find
it easier to do more research on other sites around the web.” Health information
publishers, like Healthline, haven’t seen any negative impact on organic traffic.
Brands should watch search term metrics, since it’s yet to be determined if it will
impact desktop and mobile search volume, rankings, or competition.
Display – Capitalizing on long-tail search equity with quality sites like Healthline will
be important as consumers become more educated and refine their searches.
Awareness & Targeting
Awareness – The new KG showcases treatment information, featuring generic
and brand names at the point of search.
Targeting – With readily available condition and treatment information,
pre-qualified users will be connected to more relevant content.
THE TAKEAWAY
Google hopes the Knowledge Graph will empower consumers by providing them with
basic, medically-reviewed health information. Consumers can use this information to get
beyond the basics and dive deeper into their condition questions. With a more educated
and qualified health information seeker, consumers, HCPs, publishers, and brands will
get closer to the ultimate goal of improving health outcomes.
About Healthline
With over 25 million visitors a month, Healthline is committed to making people healthier with quality health
information that is authoritative, approachable, and actionable. Healthline engages consumers and drives
advertiser performance by delivering digital media, content marketing, and search solutions. As the fastest
growing health information site on the web, our mission is to make the people of the world healthier through
the power of information.
Questions?
If you have any questions or would like more information, reach out to your account representative or contact:
Dante Gaudio, SVP Sales dgaudio@healthline.com
© 2015 - All Rights Reserved
Source: Google Analytics, February 2015
For more information about advertising opportunities please contact your Healthline representative
or Dante Gaudio dgaudio@healthline.com
THE GOOGLE HEALTHKNOWLEDGE GRAPH
2015
2012
Expanded
Knowledge
Graph
For more information about advertising opportunities please contact your Healthline representative
or Dante Gaudio dgaudio@healthline.com