Google’s Knowledge Graph
And how to get your business found…
By now you know the importance of a high ranking for relevant keywords on Google’s search engine results pages (SERPs). And, while there is no doubt this definitely improves your search presence, you can take your visibility to an entirely new level by targeting your placement in the Google knowledge graph.
Unfortunately, getting listed in the Knowledge Graph isn’t easy. The requirements aren’t readily available and they tend to change without being published for weeks or even months. As a result, it’s hard to know when, or even if, you’ve met the requirements for inclusion. Get some help quickly from our SEO agency based in central Bristol.
While it does require effort and time, having your brand’s information listed in the Knowledge Graph can greatly benefit your brand.
Before we go any further, let’s take a few steps back.
A Look at the Knowledge Graph
You may not be familiar with a Knowledge Graph, so let me explain. Google’s Knowledge Graph details information the search engine has collected about people, places, and things directly on the SERP. It was first launched in May 2012 in an attempt to provide an accurate and brief bit of information on the subject the user is searching for. Essentially, the system is trying to understand the user’s goal is when performing a keyword search.
When you are searching for a well-known individual or brand, the Knowledge Graph can be found on the right side of the search results in a boxed section. (This is what we will be focusing on below.) If you are searching for something with multiple items, you will see the Graph appear at the top of the results.
The Goal of the Knowledge Graph
We all know that Google’s goal is to make information available and useful throughout the world. The Knowledge Graph is designed to enhance accessibility. While users used to have to click through various pages looking for specific information about a topic, the Knowledge Graph offers this basic info on the search results pages.
Here’s an example of a right-sidebar knowledge graph display for the well known brand Amazon.
Keep in mind that the Knowledge Graph details information about a certain individual or brand. It usually appears when the searcher looks for something very specific. For example, if you search for “Cold Pay”, the graph, which will be on the right side, will provide a short biography, including info about their personal life and care, as well as a list of people they are associated with.
It’s pretty easy to see why a brand would find this beneficial. It not only offers information, but it also provides legitimacy and promotes trust. After all, Google isn’t going to dedicate a section of their search results to just anyone or any company, are they?
A Knowledge Graph carousel that appears at the top of the search results typically details information about a search that returns various results. In most cases, it offers a definition, bit of information, or data from Wikipedia. For example, if you search for “best Game of Thrones characters.” You’ll see a pretty complete list appear.
While there’s no doubt top carousels are beneficial, they have little relevance when it comes to brands and businesses, which is why, from here on out, we’ll only discuss right-sided Knowledge Graphs.
What Does the Knowledge Graph Include?
While Google is committed to providing relevant results for every search term, they don’t automatically know a user’s intention when they perform a search. Some searchers are vague, while some topics aren’t really meant to be summarised in list of facts. As a result, Google has limited what type of searches will appear in a Knowledge Graph. A few of the things you’ll find on the right-sided Knowledge Graph include:
Brands: Google provides detailed information about well-known companies and brands. In the Knowledge Graph, you may see a short Wikipedia bio, the name of the CEO, date founded, where they are headquartered, stock prices, subsidiary information, stock pricing, and links to their social media sites.
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People: From celebrities to sports stars, authors, and other well-known authorities in their industry, the Knowledge Graph will give you a quick summary of their life, a link to their website, and facts such as date of birth, children, spouse, parents, siblings, and height. In some cases, you may see links to their social media accounts, as well as associated people. In the business world, having your founder listed in the Knowledge Graph is great for personal branding.
Places: When you search for a city, the Knowledge Graph will provide plenty of pertinent information, such as population, weather info, flight info, and hotel pricing. Depending on the city (Bristol), you may also universities and attractions. Obviously, you are more likely to see a list of attractions for London than you are the district of Totterdown in Bristol.