Knowledge graph visbility

What is the Google Knowledge Graph?

Hi Guys, Happy Friday!

This week I am going to look into the Google Knowledge graph, what it actually is and how to increase your client’s visibility.

So, what is the Google Knowledge Graph?

  • The Knowledge Graph is a knowledge base used by Google to enhance its search engine’s search results with semantic-search information gathered from a wide variety of sources. Knowledge Graph display was added to Google’s search engine in 2012, starting in the United States, having been announced on May 16, 2012.
  • It provides structured and detailed information about the topic in addition to a list of links to other sites. The goal is that users would be able to use this information to resolve their query without having to navigate to other sites and assemble the information themselves.
  • Knowledge Graph information flows into new units, these panels appear to the right of Google’s regular results, rather than disrupt those familiar links. Knowledge panels don’t always appear, only showing up only when Google deems them relevant. But when Google does think they’re relevant, they’re a pretty cool search exploration tool.

Google knowledge graph example

  • Image Carousels: With a carousel at the top of the results page, you can get a more complete picture of what you’re curious about. For example, you can search for exciting tourist attractions in Coventry.. (because everybody wants to visit Coventry don’t they?) More specifically for our clients, users might search for ‘New Audi Cars’ or ‘Popular Cars 2014’.

Google knowledge graph image carousel

How does the Knowledge graph effect SEO? 

SEO has changed dramatically over the last few years. Google’s Knowledge Graph and semantic search transition from  “keyword strings to people, places and things” has resulted in an almighty shift in how professional SEO’s must now think, process information and work with clients.

With the introduction of the Knowledge Graph, the post-Panda algorithm content issue has been somewhat resolved! Because the Knowledge Graph is able to make connhappy SEOections among semantically similar phrases, creating and optimising a single page provides the potential to rank for all synonyms. This not only allows a site to rank for multiple keywords while staying in line with Panda, but also provides a better user experience because visitors won’t have to read through all the fluff to find the information they are looking for. Therefore, the added benefit could be gained of increased engagement on the website.

How can I make my client’s site appear in a knowledge panel?

Unfortunately, there is not a simple way to ensure that your client’s website shows up in a knowledge panel however, there are a couple of tips to help improve visibility.

1)      Freebase – You could head over Freebase, open an account and contribute content

2)      Schema Mark-up – Tagging parts of your pages with commonly used schema might be helpful

3)      Google+ – There’s no doubt that Google+ sits in the middle of a lot of the knowledgeKnowledge graph visbility graph, particularly about places. So claim and optimise your presence, which also extends to getting reviews.

4)      Wikipedia – Wikipedia is a primary source of data for the Knowledge Graph. If you’ve got a lot of time, patience and can be objective rather than subjective you can wade into Wikipedia to help create company profiles, provide reference links (more important than you may imagine) and generally ensure that your brand is represented in as many legitimate places as possible. Knowledge Graph Optimization (KGO) is about making it easy to connect to as many relevant entities as possible so that search engines better understand your site on a ‘thing’ level and can pass important meta information between connected entities.

References

http://en.wikipedia.org/wiki/Google_Knowledge_Graph http://www.google.co.uk/insidesearch/features/search/knowledge.html http://www.google.co.uk/insidesearch/features/search/knowledge.html#knowledge-graph-carousel http://www.blindfiveyearold.com/knowledge-graph-optimization http://searchengineland.com/google-launches-knowledge-graph-121585

Hope you all have a great weekend!