Knowledge Graph
The term Google Knowledge Graph refers to an intriguing approach by the Mountain View-based search engine giant. In the coming years, Google aims not only to direct users to web content where they can find the information they seek but also to deliver information directly. While not exhaustive, this information is provided in a way that might make visiting additional pages unnecessary. Google is thus evolving from an information guide to a one-stop shop.
The Knowledge Graph Provides the Answer
Even today, Google provides helpful answers to some queries. For example, searching for “weather in Berlin” will display the current temperature and a forecast for the coming days — often enough for many users. But the Knowledge Graph takes this much further.
On the right-hand side of the search results page, structured and detailed information in various media formats is displayed (e.g., short biographies, images, photos, Google Maps integration, etc.). This allows users to quickly access information about people or places — often sufficient to satisfy immediate curiosity.
At the same time, it increases the likelihood that users will remain on Google’s platform, where they might eventually click on a paid advertisement, which remains Google’s primary revenue source.
What Does This Mean for SEO?
Website owners aim to attract visitors to their own pages. However, providing Google with more structured data might disrupt traditional rankings, reshuffling the SEO landscape. First movers who supply structured data could achieve high placements with relatively low effort, as Google will likely reference their material for further exploration.
Example: A Soccer Player
To illustrate Google’s approach, let’s consider a search for a relatively unknown soccer player.
What the Knowledge Graph Offers:
- A photo,
- Key data about the player: age, origin, height, current club, and position,
- A short teaser text sourced from Wikipedia.
For many internet users, this information is sufficient, eliminating the need to click on any of the search results.
Beipiel für den Google Knowledge Grapf
Additionally, photos of other players (e.g., teammates or similar profiles) appear above the traditional organic search results. Presented as a carousel, this feature encourages users to browse for a long time, discovering new and interesting content.
The more time users spend on Google’s platform, the higher the likelihood they’ll eventually click on an AdWords ad, ensuring financial returns for Google. This highlights the business logic behind the Knowledge Graph: “Follow the money,” and it all makes sense.
Influencing the Google Knowledge Graph
If the Knowledge Graph’s importance is clear, the next logical question is whether it can be influenced. Although this is a complex topic that varies by industry and subject matter, here are some suggestions to optimize your position in the Knowledge Graph:
Familiarize Yourself with Markup Standards
- Start with Schema.org, which provides guidelines for structured data. While not all its elements are currently utilized by search engines, more meta-information is being incorporated into search result pages (SERPs) over time.
Pay Attention to Google Guidelines
- Keep up with Google’s key products, like Google My Business, an essential tool for local businesses to appear in the Knowledge Graph.
Monitor Your Competitors
- If your industry is slow to adopt online marketing practices, observe more competitive sectors (e.g., fashion, real estate, finance). Perform common searches and examine the source code of websites that perform well in the Knowledge Graph. This can yield actionable insights to replicate.
Need Assistance?
If you need help, feel free to contact us! We’ll analyze your specific situation and provide actionable advice to enhance your presence in the Google Knowledge Graph.