January 18, 2013
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:
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:
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
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