If you have heard of the Google Knowledge Graph but you are still not sure what it is or its usefulness, we have prepared for you a complete guide on Google’s knowledge base and the benefits or disadvantages of its information on the results page (SERPs ). may have for your brand.
Each element in the format of the Google results page can be used in favor of your objectives as a company or public figure. In this article, you will understand everything related to the Google Knowledge Graph, and what to do so that your name or brand is also considered by Google for certain searches.
What is the Google Knowledge Graph?
This is a knowledge base that Google uses to link terms, searches, and entities to provide a more user-friendly and direct search result format. The results of this type are presented in a box where we can look at the specific information about what we are looking for.
This box or featured result is above the other search results, and in most cases the user does not need to click on a link to satisfy their desire for information.
This functionality or Google format that has been used since 2012, seeks to satisfy the search intention of users in a more appropriate way. As Google stores and analyzes more data globally, it will be able to deliver better results from its knowledge base.
How Google manages to satisfy queries through its Knowledge Graph
Deciphering the Google algorithm from start to finish is an unimaginable task for any company, person or even SEO agency. However, based on estimates and the search engine’s own documentation, we can formulate some theories about how Google’s knowledge base works:
Google understands better and better what the user needs
Search intent is no longer such an abstract concept for Google’s artificial intelligence. The search engine understands better and better what people want to know when writing a query.
This allows the search engine to locate the precise connections in your knowledge base to give an accurate answer.
Voice searches have driven this format
Voice searches have become increasingly popular, especially on mobile devices and virtual assistants such as Alexa, Siri or Google Assistant, among others. This has led to the results being as direct and specific as this type of query requires.
In fact, the results shown by Google through its Knowledge Graph are the ones that best adapt to searches made by voice.
The knowledge base is getting bigger every day.
Every day Google classifies and indexes more information from different sources. This makes it possible for you to compare specific data more clearly. This is how it becomes possible to show search results so direct and with a degree of certainty close to infallible.
Advantages of appearing in the Google Knowledge Graph
It is time to analyze what are the advantages of having results that are born from the Google knowledge base. These are the advantages , both for users and for web page managers:
For Google users
For people who regularly make queries on Google, this format of results is very advantageous, especially if what they want is a very specific and direct answer.
Generally people are limited in time and it is difficult for them to do prolonged reading to get information. But if they get the data or information they need more directly, the degree of satisfaction is higher.
If you are an online entrepreneur or creator of content for the Internet, or you have an online brand, you are interested in having your names or data included in the Google knowledge base.
The fact that your brand is featured as a result in Google gives it great prestige. Even if you are a public figure, your image and popularity benefit if you appear in the Google Knowledge Graph.
Disadvantages of Google Knowledge Graph Results
In a way, not everything is beneficial if we thoroughly analyze the consequences of the Google Knowledge Graph. Everything has its disadvantages, both for users and for digital entrepreneurs:
For the users
The fact that the information is presented in such a specific way in the search results limits users from being more critical and comparing sources on the Internet. Over time, people can be satisfied with seeing what the Google Knowledge Graph shows them and not feel the need to investigate a topic in more depth, keeping the first information.
The reading is replaced by a specific phrase or name and in this way every day people will become more dependent and faithful believers of what Google shows them, giving this source maximum credibility.
If you want your profile on the web to get a lot of clicks, then you will not like to appear in these types of results. Despite the fact that your name, your brand, or your logo are displayed, Google’s intention with this type of alternative is that people do not have to click on the link to get what they are looking for… So this format will not report you large visits to your website and the CTR ( Click Through Rate) will decrease, with all that this entails.
How to appear in the Google Knowledge Graph
Once we know what the Google Knowledge Graph consists of, how it collects information and what its consequences may be, we will now explain how it is possible to appear in the prominent results of this type of format.
To begin with, you should know that there is no simple or definitive recipe (like everything in SEO) with which you can ensure that you are in these featured searches. In theory, any person or brand with reviews on the Internet, or with an indexable website, is a candidate to appear in this format of results.
However, there is a set of actions that can help you send “signals” to Google to achieve this result:
- Get mentions and links: Without a doubt, reviews and links from authoritative websites continue to be the basis, not only for SEO positioning, but also for the logic of building Google’s knowledge base. Work on increasing your popularity and getting the links your profile needs.
- Sign up for Google My Business: It will be easier for Google to recognize your company and your brand if you have the Google Maps listing for businesses. Not only will you be able to appear as a result in the Google knowledge tree, but also in other prominent result formats, not to mention local searches.
- Use schema.org: Rich snippets are ideal for making Google better understand our purposes on a website. Getting the schema codes for your type of profile or service is an excellent opportunity to be recognized by the Google Knowledge Graph.
- Get a page on Wikipedia: It may not be that simple, but one of the most direct ways to belong to the Google knowledge graph is through Wikipedia recognition. Analyze the policies of this website and work on getting a page that talks about your brand or personal profile.
- Create tab on Wikidata.org: although unknown to many, Wiki data stores most of the structured data for Wikipedia and other platforms. Also it is simpler to contribute on it than on Wikipedia.
Claim a Google Knowledge Graph result
Not all Google Knowledge Base results are correct. Some people or brands are misclassified for certain queries and in this case a claim is needed.
The changes may not take effect immediately, so please be patient while everything is checked.
How does all this affect SEO?