What is the Knowledge Graph?

Google Knowledge Graph is part of universal & extensive search and thus, enhances Google organic search results. The knowledge map is presented in a reserved area in the SERPs with results from a variety of sources distributed graphically.

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The Knowledge Graph is just one of the ways Google tries to understand  searcher intent and the relationship between Entities in the real world.

The knowledge map has changed search forever – for consumers, for brands, and for businesses.

The Knowledge Graph dashboard is the primary real estate in Google SERPs, giving users instant access to super-relevant information without having to click a link, and giving marketers a golden opportunity to boost their visibility.

In this post, we’ll take a closer look at the Knowledge Graph, its differences from other rich results, and the steps you can take to make full use of and attract more visitors. visit your website.

What is the Knowledge Graph?

The Knowledge Graph is an intelligent paradigm that digs into Google’s giant store of reality and Entity information and seeks to understand real-world connections between them. In other words, instead of literally interpreting every keyword and query, Google will understand what people are searching for.

The goal of the Knowledge Graph – as Google explains nicely in  their  (still very relevant) video  and  demo site – is to convert from an information engine [to] a knowledge engine.

Google uses Knowledge Graph’s understanding of semantic search and the relationships between things to display what is considered the most relevant information in the panel (known as the Knowledge Panel) on the right. Search Results.

In the early days, these results were static, but today you can book movies, watch YouTube videos, and listen to songs on Spotify through these boards.

Knowledge panel is especially useful for brands. They are great for visibility and reinforce brand authority.

By owning the Knowledge panel, you’ll be able to suggest changes to and influence things like displayed logos, contact information, and social profiles.

What factors is the knowledge map made up of?

In 2012, Google added a search results expansion   with a widget on the Knowledge Graph entities. In the Knowledge Graph, people, places, or circumstances of various events, linked images and search queries are displayed in a reserved area if Google recognizes or suspects a semantic Entity behind the search term. 

The information used by the partially used Knowledge Graph comes from Freebase , whereas today it is mostly gathered from Wikidata , enriched with advanced links or related search terms. .

On desktops and tablets, the Knowledge Graph is displayed on the right next to the organic search results; on a smartphone, the screen is displayed above the search results. The following elements can be included in a separate info box:

  • Data about a company, person, or place
  • Image (s) with a link to Google Image Search
  • Extract text as well as a link to the source
  • Prepared, structured data with details about the search query
  • Information about the same search query, others also searched

What resources does the knowledge map use?

Google uses material, publicly accessible, or data from its own repositories to render the Knowledge Graph. Current sources, along with Wikidata, also include USDA (US Department of Agriculture).

Google’s Knowledge Graph also uses content from websites that the company trusts. This is all over the case for the definition. Furthermore, structured data must be available for certain search queries (  Rich snippets ), identified by markup. Only in this way can this information be read and displayed by Google.

When is the Google Knowledge Graph displayed in search results?

The Knowledge Graph display has also been triggered by Google with exact questions since the introduction of the Hummingbird algorithm and can be displayed either in desktop searches or mobile searches. . Depending on the search term or question, there are different triggers for displaying the Google Knowledge Graph. Ten search queries that can trigger the inclusion of a Knowledge Graph in search results are:

  • Questions about famous people. For example:  Who is the President of Germany?
  • Questions about companies and their people. Example:  Who is the CEO of Apple?
  • Questions about relatives of famous people. Example:  What is Barack Obama’s wife’s name?
  • Questions about recipes in Google mobile search. Example:  Recipe for apple pie
  • Questions about works of art such as movies or novels. For example:  What books did Paul Auster write? Or who is the director of Star Wars?
  • Questions about the food. Example:  The nutritional value of oranges.
  • The question of distance. Example:  How many km is from Hanoi to Hamilton? In this case, Google uses its Google Maps service as the source.
  • Convert units of measure or calculator. Example: How many yards (yards) make up a mile (miles)?
  • Questions about celestial bodies. Example:  How big is Mars?
  • Definition of a topic. For example,  what is a Search Engine?

The SeoTheTop study on universal & extended search found that the Knowledge Graph is found in 8% of all Google.de desktop search results; Share in mobile search results is 14% of all search results.

Knowledge diagrams have an effect on SEO?

Knowledge Graph has both advantages and disadvantages for websites and for search engine optimization (SEO). Since users typically don’t require additional clicks to find the desired information, websites with high information sharing can lose traffic in general search queries. This loss of traffic can also lead to a loss in advertising revenue. However, the opportunity to be listed by Google in the Knowledge Graph with a text or image link is generally seen as positive.

For example, content should be provided with language markup to increase its visibility in the Knowledge Graph. An opportunity to label data is provided by schema.org . This data must also be accurate and up to date. Note that there is no guarantee that your website will be displayed on the chart. Google’s algorithm will decide that. Google itself did not provide any further information about this. 

Is the Knowledge Graph result the same as the Rich result?

Google distinguishes between Knowledge Graph results and other types of search results but admits that it is difficult to visually distinguish between Rich results and TriMaps results. stay awake.

Both result types use styles, images, and other features to provide a lot of information for specific queries, for example.

The main difference between the Knowledge Graph results and the rich results is how much control you have over the content. While you generally don’t have a lot of control over rich results, you can suggest changes to the Knowledge Graph, especially when it comes to your identity and brand information. .

It is also worth noting that the Knowledge Graph also helps to determine which results are linked together in  carousels . However, since carousel results are currently limited to informational, non-commercial queries, and since they do not represent direct traffic or SEO advantages, we will not focus on tape optimization. pass in this post.

Instead, we’ll focus entirely on how you can leverage and influence the Knowledge Graph card content.