What is “knowsAbout” schema and how can it improve SEO?
If you run a dental practice, you already know how important it is to rank well on Google and appear in local search results. But many practices miss out on one useful tool that can boost their online visibility: structured data.
One part of structured data that’s often overlooked is called “knowsAbout”. It might sound technical, but it’s actually simple and helps search engines understand what your practice is knowledgeable about.
Understanding “knowsAbout” Schema
The “knowsAbout” property is part of Schema.org, a standard system that search engines like Google use to better understand what’s on your website.
In simple terms, “knowsAbout” lets you tell search engines exactly what your practice is knowledgeable about. Instead of just showing that you’re a dentist in a certain location, it highlights your specific areas of expertise.
For example, rather than only saying you’re a dental practice in Poole, you can also show that you specialise in treatments like Invisalign, dental implants, or cosmetic dentistry. This gives search engines a clearer understanding of what you offer and helps match your website to more relevant searches.
Why It Matters for SEO
Search engines are much smarter than they used to be. They don’t just look at keywords anymore, they try to understand what your website is about and how knowledgeable you are.
By using “knowsAbout,” you’re clearly telling search engines what your practice has real experience in. This can help you show up for more specific searches, like “Invisalign dentist in Poole” or “emergency dentist near me.”
It also supports Google’s focus on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), which is especially important for healthcare websites. While schema won’t boost your rankings on its own, it helps strengthen the overall signals that do.
Applying “knowsAbout” to Your Website
To use “knowsAbout” properly, start by choosing your main services, the treatments your practice focuses on and that people are actually searching for.
Common examples include dental implants, teeth whitening, Invisalign, cosmetic dentistry, and emergency dental care.
Once you’ve decided on these, you can add them to your structured data. This is usually done using something called JSON-LD, which can be added to your website’s code or through an SEO plugin if you’re using WordPress.
Just as important, your website should back this up. If you say you “know about” Invisalign, you should also have a strong Invisalign page that gives patients helpful, detailed information.
Here’s a simple example:
Best Practices to Keep in Mind
When using “knowsAbout,” being specific makes a big difference. Broad terms like “dentistry” aren’t as helpful as more detailed ones like “Invisalign treatment in Poole” or “same-day dental implants.”
It’s also important to match how real patients search. Think about the phrases they actually use, such as “dentist for nervous patients” or “weekend emergency dentist”, these can be very valuable.
Finally, remember that schema is there to support your SEO, not replace it. You still need strong fundamentals like a well-optimised Google Business Profile, good patient reviews, a fast website, and high-quality content.
If you’re not sure where to start, get in touch today on 01202 677277.
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