Is Facebook entering the search engine game?? Last week, we saw discussions around Facebook introducing knowledge panel as part of it’s the search function.
But before we go there, for the non-SEO folks let’s understand knowledge panels a bit.
What are Knowledge Panels
They are the small boxes that you have seen while you do a search on Google.
They are created automatically and Google pulls out information from various sources to show information on the side panel or the knowledge panel.
It will also have links from popular places like Youtube, Websites, etc which will give more information to readers.
Google Knowledge Panel is usually displayed for brands, personalities, place, things, etc.
How It Helps Users
The only way knowledge panels help user is that it provides a quick snapshot of the person, place or other similar entity.
The reader does not have to click further to gather information but can have a quick glance. If they are more interested, then there are links to various sites.
What Is Facebook Knowledge Panel
Just like Google, a recent search on Facebook showed us a panel on the right. The panel contained more information of the entity.
Though there was one major difference, the information on Facebook Knowledge panel was sourced from Wikipedia and no other links were present apart from Instagram.
Why Does Facebook Need Knowledge Panel
For this I have 2 theories –
1. Increase time on site
Like every platform, time on the site is one of the most important factors for profitability.
More time on site will allow platforms to know more about the user preference and enable them to show relevant ads. It will also allow platforms to serve content appropriately.
Also it will allow all the entities that are being searched, one more avenue to position their brand
2. Building Facebook’s Authority
We all know what Cambridge Analytica did to Facebook and since then it was also forced to discontinue the Graph Search.
Adding knowledge panel will also them to gain the trust back on the platform’s ability to serve as a good search tool.
Also, by having information from Wikipedia, there are less chances that users will dispute the information and there by increasing authority of Facebook’s search function.
Your Thoughts?
Do you think having knowledge panel on Facebook search will help users to search more?
Will it help improve time on the site?
Any other reason you think Facebook has introduced knowledge panel, do share with us on the #SEOTalk Facebook Group.
