How The Google Knowledge Graph Can Help Your Business Online
- 8 January, 2021
- Jason Ferry
- Google SEO
Google’s Knowledge Graph is like a virtual encyclopaedia containing billions of facts to help with Google SEO. The search engine company uses this tool as a reference to generate certain elements of search results. When used appropriately, it can help online businesses boost their Google SEO ranking.
As time went by, the Knowledge Graph grew larger, allowing Google to generate more knowledge panels to show its users on the search engine results pages. After typing in a question into the search engine box, searchers can see generated boxes called “knowledge panels” that answer their queries about an entity (people, things, and places) – all these thanks to the Knowledge Graph.
According to Danny Sullivan, Search Liaison of Google, the Knowledge Graph contains more than 500 billion facts about 5 billion entities today.
According to the search engine company, the Knowledge Graph can help a searcher quickly get more information about a certain subject. It surfaces crucial facts and allows searchers to easily explore a topic in more detail.
Google reported that knowledge panels generate automatically, so they don’t update it manually. Its automated systems show searchers the most popular and most relevant information via the knowledge panels.
The information shown in a knowledge panel depends from one entity to another. Google usually includes a summary of the topic, longer descriptions, photos, key facts, and links to official websites and social profiles.
The search results may also present more specialised information if the searcher is looking for answers regarding a specific type of entity. Hence, knowledge panels may show rosters of sports teams, TV show episodes, or songs.
The Knowledge Graph gets much of its information from Wikipedia, which is one of its most commonly cited sources. Other sources include licensed databases and various web content.
At first, Knowledge Panels only accommodated desktop users, but after some time, search behaviour changed as more and more searchers started using mobile devices more regularly.
Due to this, Google adjusted its knowledge panels to accommodate the mobile needs of their searchers as well. SEOs can use Google’s knowledge graph to their advantage, too. These panels are the first thing most searchers see, so being a part of the knowledge graph means increasing brand visibility.
Today, various optimisation techniques can be used alongside traditional Google SEO methods to increase the chances of being included in Google’s Knowledge Graph. These include:
- Using good link building practices
- Getting listed on Wikipedia and Wikidata.org
- Promoting content online
- Creating Google My Business profiles
- Using structured data markup
- Creating social media profiles
- Making listings in relevant directories
The Knowledge Graph aids greatly in SEO as it helps Google better understand what a webpage is all about and determine which queries it is relevant for. By optimising websites properly, businesses give Google more context about their webpages, helping the search engine boost their Google SEO rankings more efficiently.
Moreover, Google’s Knowledge Graph also helps the SEO community by showing their content to a bigger target audience across more surfaces. The search engine company can recognise individual attributes and entities; therefore, it can return the content for natural languages queries, like voice searches.
Using Knowledge Graph to your advantage is a great way to grow your business, boost website traffic, and help potential customers find their way to you. It just takes efficient search engine optimisation tactics and hard work to make it possible.
Here at Position1SEO, we have the knowledge and years of experience to efficiently optimise your webpages, allowing your business website to secure a position on the first page of Google. We are compliant with Google’s algorithm systems and ensure that you get a good return on your investment.
If interested, email us at office@position1seo.co.uk or dial 0141 404 7515.
