If you’ve ever wondered why certain websites are ranking ahead of yours in Google, there’s a built-in tool hiding in plain sight that can help you figure it out. And surprisingly, most business owners don’t even know it exists.
It’s called the “About this result” panel, and it offers a goldmine of insights about what Google values when it decides which sites go to the top of the search results — and which get buried on page two.
Let me walk you through what it is, why it matters, and how to use it to improve your own SEO strategy.
What Is the “About This Result” Panel?
When you do a Google search, look at any of the results that come up. You’ll see three little vertical dots next to each one. Click on them, and you’ll open a panel called “About this result.”
Inside this panel, you’ll find:
-
A brief summary of the website
-
A list of sources where Google has seen that site mentioned
-
Indicators of trust, such as listings on review platforms or business directories
-
Whether the site appears in local listings, like maps or region-specific results
This isn’t just interesting background info — it’s actually a roadmap of what Google is paying attention to when evaluating that website’s authority.
What to Look For (And Why It’s So Valuable)
Let’s say you’re a plumber in Brisbane, and you’re wondering why another plumber is ranking above you.
Click the “About this result” panel next to their listing, and look at where they’re mentioned. You might see:
-
ProductReview.com.au
-
Trustindex.io
-
Trustpilot
-
Reddit discussions
-
Yellow Pages
-
Local business directories or aggregator sites
These are external authority signals that Google uses to verify credibility. If your competitors are listed on these sites and you’re not — that’s something you can fix.
👉 These mentions are part of Google’s trust framework. The more Google sees your business mentioned (positively and consistently) across trusted sources, the more likely it is to rank you well.
Action Plan: How to Use This Info for SEO
Here’s how to turn this feature into an SEO advantage:
-
Search your target keyword
(e.g. “plumber Brisbane”, “best solar lighting supplier”, “SEO consultant Sunshine Coast”) -
Click the three dots next to the top few competitors
-
Open the “About this result” panel
-
Make a list of all the websites and directories where those businesses are mentioned
-
Check if your business is listed on those sites — and if not, get yourself added
-
Look out for negative mentions too
(e.g. poor reviews, outdated information, brand confusion — and address them accordingly)
Bonus Tip: It’s Not Just About Good News
Sometimes, this panel can expose bad PR or damaging mentions about competitors — or your own business. That’s useful too.
For example, if one competitor has a poor review thread on Reddit or Trustpilot, and it’s showing up in their panel, you can take that opportunity to:
-
Avoid the same mistakes
-
Respond or clarify if it’s your own business
-
Strengthen your own authority by gathering positive reviews and testimonials
Use This as a Repeatable SEO Routine
You can do this weekly or monthly to:
-
Track where your competitors are showing up
-
Discover new places to build your own business presence
-
Spot trends in what Google considers valuable for your industry
It’s free, it’s fast, and it’s straight from Google’s own system — no fancy tools needed.
Final Thoughts
Google isn’t just reading your website — it’s reading what other websites say about you.
So if you want to rank higher, you need to understand where Google is looking — and the “About this result” feature is one of the best ways to do that.
Go check your competitors. Go check yourself. And make sure your business is sending the right trust signals, in all the right places.
Need help doing a deeper dive on your competitors or mapping out where your business needs to be listed?
Get in touch — I’ll help you build a smarter visibility strategy that works with how Google really ranks websites.
Cheers,
Ashley
