What are See Results Boxes in SEO?
Simple Definition of See Results About Box
The See Results About Boxes in Google SERP (Search Engine Results Page) appear when a user searches for an entity (people, organisations, things, podcasts, music groups, films…) that has an ambiguous name.
They either appear on their own or underneath a Knowledge Panel. They appear on their own when the user’s search query is ambiguous and Google believes the intent might be an entity (see below). They appear underneath Knowledge Panels when the intent is obviously an entity, but there are multiple entities (people, organisations, things, podcasts, music groups, films…) with the same name (Harry Potter is a great example here – see below)
In short, if Google thinks the user is searching for an entity but cannot determine which specific entity the user is searching for, it returns options via the See Results About Box.
What Does See Results About Box Look Like?
Google displays anything from one to three suggested entities in the See Results About Box, located on the right hand side of the Google SERP on Desktop. The entities (people, organisations, things, places) displayed here are incredibly similar or identical in name to the user’s original search query (as shown in the screenshots below).
In this example, Google is puzzled by the search query “With Jason Barnard” and uses the See Results About Box to show the user two options on the right hand side: the “With Jason Barnard” (podcast entity) and Jason Barnard (person entity).
Sometimes when a user searches for an entity, there will be a clearly dominant entity. In that case, Google will show a Knowledge Panel for the dominant entity and a See Results About for any subsidiary entities with the same (or very similar) names.
In this example, Google shows the Harry Potter novel series as the dominant entity for the search result “Harry Potter.” But the term “Harry Potter” could mean many things – the book, the film series, any one of the films… or even the fictional character. When Google encounters this ambiguity and is not quite sure what the user is really looking for, it offers multiple entities in the See Results About Box (in this case, the Harry Potter film series and two Harry Potter movies).
Can I Control When My Name or Brand Name Appears in the See Results About Box?
It is Google’s algorithms that decide what is displayed in the See Results About Box, so you have no direct control over it. When choosing what to display in the See Results About Box, Google’s algorithms consider many factors, such as relevance to the original search query, similarity to the entity entered in the search bar, and (increasingly) trending popularity (aka search volume trends).
Having said that you have no control, it is important to clarify. You do have influence. Both the Knowledge Panel and See Results About are fed through Google’s Knowledge Graph. Google’s Knowledge Graph is its understanding of the world. Its understanding of you (company, person, podcast, film…) is entirely dependent on the information it finds about you on the world wide web. So, the better you control the information across the web, the more you can influence both the Knowledge Panel and the See Results About Boxes.
How do See Results About Box Fit Into Brand SERP Optimisation?
In the context of Brand SERPs, See Results About Boxes are incredibly important for brand owners. Which other entities Google shows on your Brand SERP indicates clearly which entities with similar (or the same) names it associates with your brand (company or person). This shows you where any name-ambiguity comes into play in Search Engine Optimisation (if any).
Since Google has a concept of entity dominance rather than notability, any entity with the same or similar name to yours can appear in the See Results About Box on your Brand SERP. And also, you can appear for any search query, provided the search query has a similar name to yours.
The solution is to build Google’s confidence in its understanding, as opposed to the notability of the brand or person. Building Google’s confidence will increase the chances your Knowledge Panel appears for a search on your Brand name and increase the chances you will appear in See Results About on ambiguous search queries around your brand name.
Therefore, as a brand owner or a person, it is essential that you work to build Google’s confidence in its understanding of you: who you are and what you do.
You can learn more about Brand SERPs and how you can control it to keep your potential clients focused on an accurate and convincing depiction of you with The Fundamentals of Brand SERPs for Business by Jason Barnard or learn all about Rich Elements and how to trigger them on your Brand SERP with the Kalicube Academy.