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"Google's dedicated focus on user’s search intent and use of semantics is behind how Google Search chooses to display information. Google algorithms continue to do a better job of deciphering what the user really wants within each query and within a specific context. Conversely, a well-optimized graph can help your business stand out and gain a competitive edge. For example, if a person queries for cars the search intent is unclear, so search engine result pages (SERPs) will try to come up with a suitable mix of in its listings, including a Knowledge Panel about the cars. Mine includes a definition of a car from Wikipedia, a link to cars.com, and information about the film Cars from 2006. Now what if what I really wanted was to rent a car for my summer vacation or was stranded on the side of the road and need help to tow my car. Not everyone who uses search offers search engines their clear search intent to narrow the information provided to better match what they need. So Google comes up with various providers with a range of best-guess matches. However, if your business is to offer cars for rent or a tow service, it is best to mark up your content with structured data to make it eligible for single or multi-item rich cards for related searches. This is a great opportunity to help the search giant know more about your business and the information on your website, so it can do its job and send you the right visitors. Expect to see the use of Google semantic search grow and stay up on the latest ways to be found online."
<https://www.hillwebcreations.com/google-knowledge-graph-and-serps-featured-snippets/>