USDA interactive Food Results

As part of Google’s expansion of knowledge graph and building out interactive modules to keep users within their SERPs we now have knowledge graph built around USDA data on food. Matthew Barby first noticed it earlier today and in tests I did it was consistently showing so I thought I’d explore what other search queries it would show up for and was surprised to see how many search queries it was showing up on.

It seems to work on slang terms as “Booze low in Sugar” activates the interactive knowledge graph seen below.  You can select type of food, quantity and all the nutritional facts on the right hand side will change and you don’t have to refresh the page or click through to any website to get the data you want and it seems About.com misses out on that traffic and revenue from onsite adsense banners.

booze-low

 

Also if you search for “alcohol low in sugar” and once again About.com seems to miss out on that potential traffic and again misses out on a heap of revenue they previously received.

alcohol-low

The USDA data also works for “vegetables low in iron” and this time SFGate.com misses out on that potential traffic and the user stays in Google. These types of results are painful for sites like SFGate.com that have created interesting ever-green pieces of content and have long benefited from a large share of organic traffic until now.vegies-low-iron

If you search for “vegetables low in carbs” and once again About.com seems to miss out on that potential traffic and adsense impressions and clicks.
vegies-low-carbs

If you search for “milk low in iron” and once again KidsHealth.org a health focused non-profit website run by Nemours seems to miss out on that potential traffic which is possibly not ideal long term.
milk-low-iron

If you search for “fruit low in sugar” and once again About.com seems to miss out on that potential traffic and a huge amount of valuable adsense clicks.
low-sugar

So What does this mean for website owners?

You can see from the sample heat-map test with Feng-GUI.com that a majority of the users focus is just on the Google knowledge widget and not on the organic search results. This means many industry, government and media sites like About.com will now miss out a huge amount of organic traffic.  I wonder when Google might try and start to monetise these results and without more context and details around these types of results are users really getting the complete picture and best advice?

Heat Map Test

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