Q: What is Google Knowledge Graph? Do you have any tips to get search traffic from it?
A: Google’s Knowledge Graph created noise in the search community, when it was rolled out on May 16, 2012. It has been more than two years that Knowledge Graph is with us, there are still very less SEOs who have been able to understand its significance.
What’s a Knowledge Graph?
Google wants to give the most accurate search results to users and Knowledge Graph is the way of giving information in the direct way. When you search for “famous actors”, there pictures will appear at the top of the Knowledge Graph result.
On searching for “Tom Cruise”, a short biography along with his pictures, movies done, and awards won will come on the right side of the search. Results on Knowledge Graph will vary as per the data or individuals you search for. Factors such as location and results from your Google+ account also influence the results provided by Knowledge Graph.
Let’s see how Knowledge Graph works:
Semantic search – It is the driving force behind Knowledge Graph’s understanding. There are several points such as synonyms, word variation, concept matching, IP location, search context, and natural language that are considered by Knowledge Graph.
Entity indexation and disambiguation – Through Knowledge Graph, Google is trying hard to catalog everything such as noun, objects and several other entities. Entry Recognition & Disambiguation is the process of mapping.
User behavior – Knowledge Graph hugely depends on the user behavior. For example, if you search for “what is knowledge graph”, the graphed SERP will come from Wikipedia and not Google.
How can you use Knowledge Graph to get more search traffic?
Use entity keywords for content marketing
Knowledge Graph is an entity recognition and disambiguation system, so you should think of your keywords as entities. It will recognize an entity, disambiguate it, and relate to millions of other entities in the database. If you will not use keywords, it will be difficult for Google to connect your website page to specific search queries.
Using schema markup
It is the quickest and most effective way to let Knowledge Graph show your results in graph box. The markup option is available for hundreds of entities on the website. Google may not feature Knowledge Graph data for every schema markup you have mentioned but for some results it definitely will.
Optimizing for Google+ pages
Knowledge Graph draws most of its information from Google+, so if your Google+ page is optimized, it will have an advantage. You should share information related to your business’ hours of operation, location, menu etc. on Google+ and searchers will be able to see all these details on Knowledge Graph.
Reviews is one of the most common results on Knowledge Graph. Google relies on the review text for creating graph displays in search as well as map search results. If you have clearly, detailed reviews and plenty of information on it, it will provide the most helpful results.
Wikipedia is the most obvious source of data on Knowledge Graph. Contribute to Wikipedia by sharing reliable, accurate, and helpful information.
At the end, remember that Knowledge Graph is more about less tricks & quick wins and more about putting in trustworthy marketing efforts.
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The author is a first generation entrepreneur. He is the founder and CEO of India’s most award winning SEO Agency, PageTraffic. He also works as an advisor and consultant with many large companies. He helps value-conscious businesses build site traffic increase the user base, and boost web sales and bolster customer satisfaction. He can be reached @navneetkaushal on Twitter