Google’s knowledge graph is only going to get more popular amongst users and more advanced behind the scenes, so it makes sense for businesses to start paying attention. This may have been one aspect of the web that slipped through the cracks for your company (in fact, it was for many companies), but it’s not too late to start seeing how you can benefit. One of the most exciting ways you can take advantage of the knowledge graph: SEO. Believe it or not, the knowledge graph can be used to help improve your SEO efforts, and even more unbelievably, it isn’t all that difficult to make happen.
The Ins and Outs of the Google Knowledge Graph
For those who are unfamiliar, the Google knowledge graph was only introduced in May 2012, so it’s quite new. The biggest reason that Google made this change was to help users see connections amongst different things online. In some cases, the connection is nothing more than a shared named. In any case, it’s the Knowledge Graph that helps users keep all of these different components in order. Some other benefits of the Knowledge Graph include:
- Quick Information. Because of the way the graph is setup, it helps users get basic information quickly without having to click and wait for a webpage to load. All a user needs to do is hover over a search result and he/she will see basic information on that topic.
- Relevant Information. The information provided in the Knowledge Graph (particularly the summaries) is based upon what users search for most. For example, users are probably more interested in Kim Kardashian’s reality TV show and not her singing career. This is what users will see in the graph.
- Connections. As discussed above, the graph helps users to see how different things are connected. If an actress was in a film that was written by an author who lived in your town, the graph will let you know.
While it’s clear that the graph is helpful to users, it can be tough to see how businesses can really benefit. After all, it isn’t as though Google has an algorithm to determine what is and what is not connected. This then leads to the inevitable question: Is it really possible to find an SEO benefit in the Knowledge Graph?
How the Knowledge Graph Can Be Used for SEO Benefits
The truth is that using the graph to improve your SEO isn’t necessarily about finding your way onto the graphs of other brands, but rather improving the graph of your own brand. Brand is everything when it comes to the Google Graph, and it’s much easier to outrank irrelevant pages with this new feature because the search results are more polished. There are two ways to really gain an SEO benefit with the Knowledge Graph:
- Result Information – Knowing where Google gets its information is key because this will help you make sure that your brand is shown in a positive light (to both Google and then users). For example, the Knowledge Graph pulls information from Wikipedia. Knowing this information means you have the opportunity to control what is said about your brand on Wikipedia; thus helping the information that users see in the graph stay positive.
- Synonym Rankings – In the past, companies would have to create two different pages and therefore two different sets of content in order to rank for synonyms (or targeted keywords). Google would see this an unhelpful to users because there would be two different pages with such similar content. This clutters up the web and therefore would devalue your site. The Knowledge Graph and the connections it forms solves this problem and helps companies focus on one great webpage instead of two similar ones.
The Google Knowledge Graph isn’t something that Google advertises to companies as a way to improve SEO. In fact, it’s a bit of a creative way to really improve your SEO efforts. However, there is no doubt that Google is going to make this more important for users in the future, so it makes sense to do all you can to get started now with these small benefits