SlideShare una empresa de Scribd logo
1 de 3
Descargar para leer sin conexión
Page 1
POINT OF
VIEW
Google has updated their Knowledge Graph yet
again in an effort to provide fast, accurate
information to those searching for common
health conditions. With over 30 billion health
related searches occurring last year on Google,
you can understand why Google continues to
make these types of updates. By arming the
Knowledge Graph with as much relevant
information as possible, Google decreases the
risk of a user navigating away to other Pharma or
health focused sites.
As you may have read in our previous Knowledge
Graph POVs here & here , you will also see more
high-quality illustrations from licensed medical
illustrators. These illustrations will accompany
some of the 400 common medical conditions
identified by Google and their panel of
Physicians. Some of these conditions include
diabetes (type 2 diabetes, gestational diabetes,
prediabetes and type 1 diabetes), psoriasis,
epilepsy, multiple sclerosis, Crohn’s Disease,
COPD, hepatitis C and Alzheimer’s disease.
While general information, symptoms and
treatment options for the disease or condition
are still available, they will be presented
differently. The Knowledge Graph now
separates the information into separate tabs:
About, Symptoms & Treatments.
What Pharma Marketers Should Know
and Do About Google Updates to the
Knowledge Graph
April 2015
Background
So what has changed?
While this update helps drive user engagement
and separates proper content, an
understandable area of concern can arise with
the Treatments tab as multiple, competing
brands can potentially show in random order.
Obviously, Brand A doesn’t want to show
behind Brand B in an effort to secure authority
resulting in many questions being fired at
healthcare marketers like, “How can I show
before my competitors?” or “Why isn’t my
brand showing at all?” These are all completely
understandable concerns. Google worked with
the same panel of physicians to identify eligible
brands based on frequency of prescription
ultimately determining which will show under
the Treatments tab.
Page 2
From a Paid Search standpoint, there aren’t any
optimizations available that will impact or
change content within the Knowledge Graph.
While the Knowledge Graph still occupies the
top of the right rail on the Search Engine
Results page, these updates should not alter
your SEM efforts. Implementing a granular
structure, writing highly relevant ad copy and
putting a strategy in place should allow for SEM
campaign success with proper management
and optimization. Ensuring ad extensions are
utilized to the fullest extent to guarantee your
ad is taking up as much real estate as possible
could help drive attention toward your ad. As a
result, you should experience cost efficiencies
and effective placement giving your ads the
best possible chance for conversion.
Looking from a SEO lens, Google is now-more
than ever-telling us that it’s time for our tactics
and optimization strategy to evolve. The
Knowledge Graph will be abundantly
recognizable to searchers and provide them
with more information than ever. Furthermore,
it will push the emphasis of traditional results
down by removing the need for a user to click
through in order to receive the desired answer.
In order to help ensure the validity and
relevance of information appearing on search
engines that is related to a brand or its disease
state, brand managers can help ensure the
following tactics are leveraged:
1. Optimize Webpages with Schema Microdata.
The recent Hummingbird algorithm shift layered
in greater level of importance on microdata as a
ranking factor. Looking at Google from an industry
agnostic perspective, microdata is also what
Google frequently uses to determine how
information equivalent to a pregnancy warning,
indication or side effect is displayed in the
Knowledge Graph. Google’s current decision to
rely on third parties for this information is
indicative of the fact that pharma can improve on
providing this contextual piece. If this practice
were to begin to be accepted by pharma
marketers, there’s no reason why Google couldn’t
begin to reward brands with information that is
directly aggregated from their websites to the
Knowledge Graph.
2. Learn to trust your Wikis. This may be hard to
stomach, but Wikipedia and Wikidata are trusted
authorities by search engines. Instead of running
away from them, embrace the authority that
these websites carry.
“Google is now-more than
ever-telling us that it’s
time for our tactics and
optimization strategy to
evolve.”
What should Pharma Marketers do?
Page 3
Andrew Miller
Associate Director, Search Engine Marketing
Communications Media, Inc.
Michael Ranalli
SEO Supervisor
Communications Media, Inc.
Analysts:
It is more apparent now more than ever that
Google is attempting to provide searchers with
the information they are looking for without
having to leave Google.com. This could
potentially lead to less organic and paid traffic
reaching your brand websites.
Update the Wikipedia profile and information
on Wikidata that relates to your brand. If you
don’t…. someone else may do it instead. This
information is regularly displayed at the top of
search results and used in Knowledge Graphs
outside the pharmaceutical vertical, but again,
search engines cannot embrace information
that is not provided to them.
3. Don’t assume you are the Only Source of
Content. Competition for organic rankings isn’t
only coming from other brand websites. They
are coming from the heavy hitting health
content providers, including NIH, Everyday
Health and WebMD. Instead of trying to battle
them head on, consider partnering for content
production. Internet users have spoken and
they want information through content.
Whether this means unbranded articles that
drive brand awareness to your indication or
branded content focused on driving rankings,
thinking about content serves a two-fold value
and could potentially be the quickest way to
land yourself and your information on the
Knowledge Graph.
What Does This Mean for Brands?
With more real estate being taking up by the
Knowledge Graph, even less space is now
available for your brand’s listings.
An integrated SEM and SEO strategy that shows
ads and organic listings that are highly relevant
to search queries is now more important than
ever. From a paid search perspective, ads must
directly reflect search queries and on the SEO
side, proper HTML tag optimizations need to be
implemented to ensure organic listings entice
users to click through.
For more information about the Knowledge
Graph or integrating your SEM and SEO efforts,
please reach out to a member of the CMI
Search team.

Más contenido relacionado

Más de CMI_Compas

The Beginner's Guide to Googlebot Optimization
The Beginner's Guide to Googlebot OptimizationThe Beginner's Guide to Googlebot Optimization
The Beginner's Guide to Googlebot OptimizationCMI_Compas
 
Ad Blocking Goes Mobile with iOS9- Implications for Pharma and Readiness
Ad Blocking Goes Mobile with iOS9- Implications for Pharma and ReadinessAd Blocking Goes Mobile with iOS9- Implications for Pharma and Readiness
Ad Blocking Goes Mobile with iOS9- Implications for Pharma and ReadinessCMI_Compas
 
Potential of One Click Rule to Change Pharma Marketing: How a Bill in Congres...
Potential of One Click Rule to Change Pharma Marketing: How a Bill in Congres...Potential of One Click Rule to Change Pharma Marketing: How a Bill in Congres...
Potential of One Click Rule to Change Pharma Marketing: How a Bill in Congres...CMI_Compas
 
CMI/Compas Endocrine Today Focus on Diabetes
CMI/Compas Endocrine Today Focus on Diabetes CMI/Compas Endocrine Today Focus on Diabetes
CMI/Compas Endocrine Today Focus on Diabetes CMI_Compas
 
Pharma Hotlist- Wearables
Pharma Hotlist- Wearables Pharma Hotlist- Wearables
Pharma Hotlist- Wearables CMI_Compas
 
Connecting the Dots of Point of Care Engagement Opportunities Infographic
Connecting the Dots of Point of Care Engagement Opportunities InfographicConnecting the Dots of Point of Care Engagement Opportunities Infographic
Connecting the Dots of Point of Care Engagement Opportunities InfographicCMI_Compas
 
Digital Perspectives Research Findings of Healthcare Professionals
Digital Perspectives Research Findings of Healthcare ProfessionalsDigital Perspectives Research Findings of Healthcare Professionals
Digital Perspectives Research Findings of Healthcare ProfessionalsCMI_Compas
 
Doctors’ Views of Direct-to-Consumer Drug Advertising
Doctors’ Views of Direct-to-Consumer Drug AdvertisingDoctors’ Views of Direct-to-Consumer Drug Advertising
Doctors’ Views of Direct-to-Consumer Drug AdvertisingCMI_Compas
 

Más de CMI_Compas (8)

The Beginner's Guide to Googlebot Optimization
The Beginner's Guide to Googlebot OptimizationThe Beginner's Guide to Googlebot Optimization
The Beginner's Guide to Googlebot Optimization
 
Ad Blocking Goes Mobile with iOS9- Implications for Pharma and Readiness
Ad Blocking Goes Mobile with iOS9- Implications for Pharma and ReadinessAd Blocking Goes Mobile with iOS9- Implications for Pharma and Readiness
Ad Blocking Goes Mobile with iOS9- Implications for Pharma and Readiness
 
Potential of One Click Rule to Change Pharma Marketing: How a Bill in Congres...
Potential of One Click Rule to Change Pharma Marketing: How a Bill in Congres...Potential of One Click Rule to Change Pharma Marketing: How a Bill in Congres...
Potential of One Click Rule to Change Pharma Marketing: How a Bill in Congres...
 
CMI/Compas Endocrine Today Focus on Diabetes
CMI/Compas Endocrine Today Focus on Diabetes CMI/Compas Endocrine Today Focus on Diabetes
CMI/Compas Endocrine Today Focus on Diabetes
 
Pharma Hotlist- Wearables
Pharma Hotlist- Wearables Pharma Hotlist- Wearables
Pharma Hotlist- Wearables
 
Connecting the Dots of Point of Care Engagement Opportunities Infographic
Connecting the Dots of Point of Care Engagement Opportunities InfographicConnecting the Dots of Point of Care Engagement Opportunities Infographic
Connecting the Dots of Point of Care Engagement Opportunities Infographic
 
Digital Perspectives Research Findings of Healthcare Professionals
Digital Perspectives Research Findings of Healthcare ProfessionalsDigital Perspectives Research Findings of Healthcare Professionals
Digital Perspectives Research Findings of Healthcare Professionals
 
Doctors’ Views of Direct-to-Consumer Drug Advertising
Doctors’ Views of Direct-to-Consumer Drug AdvertisingDoctors’ Views of Direct-to-Consumer Drug Advertising
Doctors’ Views of Direct-to-Consumer Drug Advertising
 

Último

Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 
Babel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptxBabel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptxYounusS2
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.YounusS2
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataSafe Software
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxGDSC PJATK
 
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdfJamie (Taka) Wang
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesThousandEyes
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintMahmoud Rabie
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URLRuncy Oommen
 
Things you didn't know you can use in your Salesforce
Things you didn't know you can use in your SalesforceThings you didn't know you can use in your Salesforce
Things you didn't know you can use in your SalesforceMartin Humpolec
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaborationbruanjhuli
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
GenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncGenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncObject Automation
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsSeth Reyes
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IES VE
 

Último (20)

Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 
Babel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptxBabel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptx
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptx
 
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership Blueprint
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URL
 
Things you didn't know you can use in your Salesforce
Things you didn't know you can use in your SalesforceThings you didn't know you can use in your Salesforce
Things you didn't know you can use in your Salesforce
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
GenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncGenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation Inc
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and Hazards
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
 

What Pharma Marketers Should Know and Do About Google Updates to the Knowledge Graph

  • 1. Page 1 POINT OF VIEW Google has updated their Knowledge Graph yet again in an effort to provide fast, accurate information to those searching for common health conditions. With over 30 billion health related searches occurring last year on Google, you can understand why Google continues to make these types of updates. By arming the Knowledge Graph with as much relevant information as possible, Google decreases the risk of a user navigating away to other Pharma or health focused sites. As you may have read in our previous Knowledge Graph POVs here & here , you will also see more high-quality illustrations from licensed medical illustrators. These illustrations will accompany some of the 400 common medical conditions identified by Google and their panel of Physicians. Some of these conditions include diabetes (type 2 diabetes, gestational diabetes, prediabetes and type 1 diabetes), psoriasis, epilepsy, multiple sclerosis, Crohn’s Disease, COPD, hepatitis C and Alzheimer’s disease. While general information, symptoms and treatment options for the disease or condition are still available, they will be presented differently. The Knowledge Graph now separates the information into separate tabs: About, Symptoms & Treatments. What Pharma Marketers Should Know and Do About Google Updates to the Knowledge Graph April 2015 Background So what has changed? While this update helps drive user engagement and separates proper content, an understandable area of concern can arise with the Treatments tab as multiple, competing brands can potentially show in random order. Obviously, Brand A doesn’t want to show behind Brand B in an effort to secure authority resulting in many questions being fired at healthcare marketers like, “How can I show before my competitors?” or “Why isn’t my brand showing at all?” These are all completely understandable concerns. Google worked with the same panel of physicians to identify eligible brands based on frequency of prescription ultimately determining which will show under the Treatments tab.
  • 2. Page 2 From a Paid Search standpoint, there aren’t any optimizations available that will impact or change content within the Knowledge Graph. While the Knowledge Graph still occupies the top of the right rail on the Search Engine Results page, these updates should not alter your SEM efforts. Implementing a granular structure, writing highly relevant ad copy and putting a strategy in place should allow for SEM campaign success with proper management and optimization. Ensuring ad extensions are utilized to the fullest extent to guarantee your ad is taking up as much real estate as possible could help drive attention toward your ad. As a result, you should experience cost efficiencies and effective placement giving your ads the best possible chance for conversion. Looking from a SEO lens, Google is now-more than ever-telling us that it’s time for our tactics and optimization strategy to evolve. The Knowledge Graph will be abundantly recognizable to searchers and provide them with more information than ever. Furthermore, it will push the emphasis of traditional results down by removing the need for a user to click through in order to receive the desired answer. In order to help ensure the validity and relevance of information appearing on search engines that is related to a brand or its disease state, brand managers can help ensure the following tactics are leveraged: 1. Optimize Webpages with Schema Microdata. The recent Hummingbird algorithm shift layered in greater level of importance on microdata as a ranking factor. Looking at Google from an industry agnostic perspective, microdata is also what Google frequently uses to determine how information equivalent to a pregnancy warning, indication or side effect is displayed in the Knowledge Graph. Google’s current decision to rely on third parties for this information is indicative of the fact that pharma can improve on providing this contextual piece. If this practice were to begin to be accepted by pharma marketers, there’s no reason why Google couldn’t begin to reward brands with information that is directly aggregated from their websites to the Knowledge Graph. 2. Learn to trust your Wikis. This may be hard to stomach, but Wikipedia and Wikidata are trusted authorities by search engines. Instead of running away from them, embrace the authority that these websites carry. “Google is now-more than ever-telling us that it’s time for our tactics and optimization strategy to evolve.” What should Pharma Marketers do?
  • 3. Page 3 Andrew Miller Associate Director, Search Engine Marketing Communications Media, Inc. Michael Ranalli SEO Supervisor Communications Media, Inc. Analysts: It is more apparent now more than ever that Google is attempting to provide searchers with the information they are looking for without having to leave Google.com. This could potentially lead to less organic and paid traffic reaching your brand websites. Update the Wikipedia profile and information on Wikidata that relates to your brand. If you don’t…. someone else may do it instead. This information is regularly displayed at the top of search results and used in Knowledge Graphs outside the pharmaceutical vertical, but again, search engines cannot embrace information that is not provided to them. 3. Don’t assume you are the Only Source of Content. Competition for organic rankings isn’t only coming from other brand websites. They are coming from the heavy hitting health content providers, including NIH, Everyday Health and WebMD. Instead of trying to battle them head on, consider partnering for content production. Internet users have spoken and they want information through content. Whether this means unbranded articles that drive brand awareness to your indication or branded content focused on driving rankings, thinking about content serves a two-fold value and could potentially be the quickest way to land yourself and your information on the Knowledge Graph. What Does This Mean for Brands? With more real estate being taking up by the Knowledge Graph, even less space is now available for your brand’s listings. An integrated SEM and SEO strategy that shows ads and organic listings that are highly relevant to search queries is now more important than ever. From a paid search perspective, ads must directly reflect search queries and on the SEO side, proper HTML tag optimizations need to be implemented to ensure organic listings entice users to click through. For more information about the Knowledge Graph or integrating your SEM and SEO efforts, please reach out to a member of the CMI Search team.