What Is the Google Knowledge Graph and How It Works?

The Google Knowledge Graph is essentially a central source of factual data or information, which is gathered from a variety of sources, and compiled in one location. The Google Knowledge Graph uses search algorithms to source and organise the data.

In a way it is similar to Wikipedia in that sense, but there are differences, some being that The Google Knowledge Graph has a host of specialist information such as stock prices, and sports scores.

The data is then organised and presented to users in an information box alongside search results. The Google Knowledge Graph can present information such as stock prices, business information, and weather.

The Google Knowledge Graph, also provides results for voice related queries, versus queries that are typed in. The ability to differentiate from traditional search and voice search provides users with a potentially natural experience in line with how a user would naturally conversate. This is useful, as the use of voice queries has increased over the years, with devices such as Alexa, Google Assistance, and Siri.

The Google Graph also differs from traditional search results in that it offers results based on how a user may naturally speak versus keyword matching. For example if a user was searching for a fast food restaurant, and forgot the name of the fast food place, they could carry out the following search query ‘Golden Arches fast food place’ a list of information about ‘McDonald’s’ appears in search results. In this instance the search query did not use the name of the business, but the searcher knew they were looking for a distinct image.

Going further than a traditional search The Google Knowledge Graph, can also compile a list of other useful relevant information for the user. If we look at the example above for McDonald’s, the query may also yield results about the types of burgers the business sells, the date the business was founded, and the locations that you can find the business.

Google Knowledge Graph also shows data in Knowledge cards and Knowledge panels. This can be a good thing from a SERPs (search engine results pages) point of view. But essentially you will first need to get into the Google Knowledge Graph – the benefits of doing so is that you may improve trust and authority with users of search engines and improve visibility. This is great for SEO efforts.

Why is this good for SEO efforts? This can be looked at from two perspectives, one from the user perspective as the results should be more relevant. The other hand, this could generate more traffic for businesses or service providers. Not only will this mean that this can improve SEO traffic to a business, but a user can find relevant information quickly.

How can your business get in the Google Knowledge Graph?

1. Add schema mark-up
2. Add your business to Google My Business
3. Improve your outreach and link building
4. Add an entry to wikidata.org or create a wiki page.
5. Consistency – regular updates or fresh content on your site

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