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Learn To Use Google’s Knowledge Graph

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Google’s mission is to give its users the perfect search results within the shortest possible time. Every new Google algorithm or update is built to help Google achieve its goal. It’s also part of the Google statement:

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“Knowledge graph” is a databank that gathers millions of pieces of data about keywords people mostly search for, and the intent behind those keywords, based on the already available content. Using knowledge graph, users can get information about people, places, facts, images, news etc that are interconnected in one way or the other.

Relationship Between Google search results & Knowledge Graph

The knowledge graph is Google’s database, where all the data that has been gathered from billions of searches are evaluated for relevance. When Google understands exactly what you’re writing about on your site and what users are searching for, it begins sending you more traffic and thus improves your ranking.

The knowledge graph was rolled out by Google on May 16, 2012. Almost 3 and a half years later, Google is still focused on its users and the knowledge bank. But Google can’t do it all alone. Rather the company needs you to help make search results valuable and helpful for its users.

Let’s say you have written about “bugs.” Your traffic depends to a large extent on how well you can guide the search engine to interpret “bug” word correctly. Are you referring bug as ”viral or bacterial infections that cause illness”? Or do you mean bug as computer bug i.e. “error in a computer program”?

The word “bug” could mean all of the above. With knowledge graph optimization, Google can interpret exactly which meaning you’re using based on your meta description, title, focused keywords, and content, and then can sync your content with the appropriate user intention.

76% of all your content marketing efforts should be centered on providing users find what they want very quickly and easily, according to Hubspot. Pay more attention to user experience which includes the appearance, layout, calls to action, positioning, the quality of your content, the website experience – and search, including knowledge graph optimization

Steps to gain a Knowledge graph results

If you want to tap into the knowledge graph results and drive more targeted organic traffic to your website, Tony Edwards recommends you take these 3 steps:

1) Create a wikipedia profile if you do not have currently have one (Note that it is not compulsory that you do need a wikipedia profile to become an entity and gain a knowledge graph entry, but it can definitely help.)

2) Create a wikipedia profile if you do not have one. If you currently have a freebase profile, be sure to reference it in your wikipedia profile using the freebase profile identifier.

3) Implement organization schema markup on your website(or you can use person markup if you are doing this for any individual) Be sure to specify your logo, social profiles, wikidata and your wikipedia profile using the sameas element

Guest blogging and social media marketing are two powerful marketing strategies one can employ to get more search traffic, improve one’s site’s search performance, and thus grow business.

1) Information engine: The flow rate of information is increasing at a high rate. If Wikipedia is converted into a book, it would cover approximately 2.25 million pages. A new survey by the Telegraph found that every person this time is bombarded by over 170 newspapers’ worth of data everyday. That’s a overwhelming piece of information to consume. Even on a mobile platform, there is huge amount of data and information that gets thrown at users.

How does a user survive in this mobile-driven world full of thousands of apps. It’s way too much information to hold for. People are quickly becoming exhausted with it all and wondering when the problem will be solved.

Without any doubt, Google is providing answers to the questions, not just the keywords that people are searching for. And as you can see in the search results below for the keyword “the information age,” Google bolds other terms that can mean the same thing related to the search keyword or search query. Thus, they’re giving you answers to the question you’ve asked right there on the search engine result page, without making you click any link.

2) Knowledge engine: The goal of Google to be a place where users can come and find the information they need immediately got even closer with the release of Hummingbird. In this never ending avalanche of information, Google is building a knowledge engine. This will put the user in total control.

As a content marketer, it can help you a lot if you can focus on educating your users with each and every piece of information that you create. The better you learn about your customers, the more you discover what are their current tastes and it will be more easier for you to align your content to meet their needs.

Image credits: Neilpatel.com

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