Have you ever searched “food near me” to find a potential lunch spot? Or googled a business to see if they’re open? Did you find these knowledge cards? Now, what happens when you search terms related to your business?

With Google knowledge cards’ direct answers to searches and the rise of voice search and AI technology like Siri and Alexa, more and more information is available without ever needing to visit a website. In fact, a study by Yext, a data management company, found that 73 percent of high-intent traffic happens outside of company websites. With this trend on the rise, it’s important to understand what information potential customers are finding so you can make it easy for them to get the information they’re actually looking for.

Have you ever googled something and seen an overview of information about the topic show up next to or above the standard search results? If so, you’ve seen a knowledge graph. These graphs are Google’s way of answering searchers’ questions directly so no one needs to surf the web for answers. These graphs, when they’re about businesses, can contain contact information like location, hours, phone number, and web address, reviews, menus, and more. So how can you make sure you’re showing up when people are searching, and when your knowledge graph does appear, that it’s showing the correct information?

What makes search engine optimization (SEO) so fascinating? At InVerve, we love it because the process is constantly evolving. As the world continues its pattern of technological innovation, people regularly change how they consume information.

Google CEO Sundar Pichai claims that 20 percent of queries on its mobile app and Android devices are voice searches. This percentage is only expected to grow; comScore predicts that 50 percent of all searches are going to be voice searches by 2020.

You get the point. Voice search is the next “big thing.”