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How Google Chooses “People Also Search For” in Knowledge Panels

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For many brands and businesses, Google shows a “People Also Search For” carousel that appears at the bottom of the search results.  And for many of these, the businesses or brands that Google selects to show in the carousel are direct competitors.  But how does Google select which ones are related to the business to show?

The question came up at SMX West last week, and Gary Illyes said that every entity – the company/brand/person/etc – shown in the knowledge panel is assigned a category,

“In the knowledge graph, every entity has a rough category,” said Illyes.  “And I am assuming we are using that rough category to provide that information.”

He did stress that he wasn’t 100% sure.  But based on how closely related most businesses tend to be, it seems fairly likely that this is indeed the way Google selects it.

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Jennifer Slegg

Founder & Editor at The SEM Post
Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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