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Google’s New ‘Things to Know’ Feature Just Released—Here’s What It Means for SEO
Google’s “Things to Know” feature is reshaping the search landscape by offering users a more structured way to explore topics. By presenting subtopics related to a query, this feature enhances the search journey, helping users discover information without needing multiple searches. For SEO professionals, content creators, and marketers, this innovation presents both opportunities and challenges.
In this comprehensive guide, we’ll explore what the "Things to Know" feature is, how it works, its impact on SEO, and actionable strategies to optimize your content. We’ll also dive into related topics like AI’s role in search, Google’s broader search ecosystem, and how this feature fits into the future of search.
What Is Google’s “Things to Know” Feature?
The “Things to Know” feature is an expandable list of subtopics or questions that appear in Google’s Search Engine Results Pages (SERPs). It helps users explore a topic in depth by breaking it into smaller, digestible chunks. For example, a search for “how to start a podcast” might display subtopics like:
- What equipment do you need for podcasting?
- How to edit podcast episodes?
- Tips for promoting your podcast effectively.
This feature is part of Google’s shift from being an answer engine to a discovery platform. Instead of simply providing answers, Google now guides users through exploratory learning journeys.
Key Characteristics of “Things to Know”
- Available on Mobile and Desktop: Initially launched for mobile users, it now appears on desktop as well.
- Localized Rollout: As of now, it is primarily available in the United States but may expand globally in the future.
- User Journey Focused: It anticipates follow-up queries and surfaces them proactively.
Why Did Google Introduce This Feature?
Google introduced "Things to Know" as part of its broader effort to enhance user experience by reducing friction in search journeys. Research shows that users often perform multiple searches when exploring unfamiliar topics. For instance, someone searching for “blockchain technology” might later refine their query to “blockchain applications” or “how does blockchain work.”
By surfacing related subtopics directly in the SERP, Google helps users find relevant information faster while keeping them within its ecosystem 1.
This aligns with Google’s goal of supporting search journeys, where users progressively refine their searches over time. According to Similarweb, this approach reflects Google’s shift from answering questions to guiding discovery 4.
How Does the “Things to Know” Feature Work?
The feature relies on advanced AI models like BERT (Bidirectional Encoder Representations from Transformers) and MUM (Multitask Unified Model). These technologies analyze billions of search patterns and identify semantic relationships between topics. Here’s how it works:
- Semantic Analysis: AI models understand the context and intent behind queries.
- Subtopic Generation: Related subtopics are identified based on co-occurrence in authoritative content and user behavior signals 1 4.
- Content Organization: Subtopics are displayed as expandable sections in mobile SERPs or grid-style layouts on desktop 6.
For example, a query about “sustainable fashion” might generate subtopics like:
- What is sustainable fashion?
- Brands leading in sustainability
- Environmental impact of fast fashion
How Does It Compare to Other SERP Features?
- PAA: Focuses on answering specific user questions directly within the SERP.
- Things to Know: Organizes broader subtopics for exploratory learning4.
Featured Snippets vs. Things to Know
Featured Snippets provide concise answers pulled directly from web pages, while "Things to Know" offers multiple layers of information designed for deeper exploration 6.
Knowledge Panels vs. Things to Know
Knowledge Panels deliver factual data about entities (e.g., people or places), whereas "Things to Know" facilitates discovery by surfacing related topics 4.
The Role of AI in “Things to Know”
Google’s AI advancements play a critical role in powering this feature:
- BERT: Helps understand conversational language and context within queries7.
- MUM: Analyzes multimodal data (text, images) and predicts follow-up questions based on user behavior patterns 6.
Future iterations may include real-time updates based on trending queries or personalized subtopics tailored to individual users’ preferences.
How Does It Impact SEO?
The introduction of "Things to Know" changes how content creators approach SEO:
1. Increased Competition for SERP Real Estate
This feature occupies prime SERP space, potentially drawing clicks away from traditional organic listings 4 7.
2. Emphasis on Topic Clusters
To rank within "Things to Know," content must comprehensively cover broad topics while addressing specific subtopics in detail—a strategy known as topic clustering 5 9.
3. Importance of Semantic Relevance
Google prioritizes content that naturally incorporates related keywords and concepts over keyword-stuffed pages 8.
How Can You Optimize Content for “Things to Know”?
Here are actionable steps you can take:
Perform Subtopic Research
Use tools like AnswerThePublic, SEMrush Topic Research, or even Google’s “People Also Ask” section to identify potential subtopics related to your main keyword.
Structure Content Around Subtopics
Organize your content into sections or chapters that align with potential subtopics users might explore. Use clear headings (H2s and H3s) that reflect these subtopics so Google can easily parse your content.
Implement Schema Markup
Add structured data like FAQPage or HowTo schema markup where applicable. This helps Google understand your content better and increases its chances of being featured 9.
Create Comprehensive Pillar Pages
Develop long-form pillar pages that serve as authoritative resources on a given topic. For example, instead of writing separate articles on “how email marketing works” and “email marketing tools,” combine them into one comprehensive guide with sections dedicated to each subtopic 4 8.
1. The Role of Visual Content in Search Optimization
Visual elements like images and videos play an increasingly important role in SEO. High-quality visuals can improve engagement and help your content stand out in features like "Google Discover" 2 3.
2. The Future of Search Journeys with AI Overviews
Google's AI Overviews are reshaping how users interact with SERPs by providing dynamic snapshots of information directly within search results 7.
3. Localization Challenges for Global Rollouts
Expanding features like "Things to Know" globally requires addressing localization challenges such as language nuances and cultural differences 1 6.
Conclusion: Adapting Your Strategy for “Things to Know”
Google's "Things to Know" feature represents a significant shift toward semantic search and exploratory learning experiences. To succeed in this evolving landscape:
- Focus on creating comprehensive topic clusters that address user intent at every stage of the search journey.
- Use schema markup strategically to enhance visibility in SERPs.
- Continuously monitor performance metrics using tools like Google Search Console or STAT Search Analytics.
By adapting quickly and leveraging these strategies, you can ensure your content remains competitive in an increasingly complex digital ecosystem.
