Google’s Knowledge Graph: Why all companies who are looking to improve their SEO needs to know about this!

 

If you’re a business looking to improve your search engine optimisation, then you should learn about Google’s Knowledge Graph as well as also Google’s Knowledge Vault. The reason is quite simple, it gives you a very good insight to how Google better understands “entities”- such as people, places and events.

Then how Google uses this vast array of information whether it be on “who was Henry Ford” though to “who is Rockefeller”- Google uses its Knowledge Vault to generate “Knowledge Panels”- its these that can be beneficial to businesses, as it allow to promote for example a brand, or what a key company employee or director is famous for.

Can you explain some more, what does Google’s Knowledge Graph actually mean?

Google’s Knowledge Graph is rather fancy way of just saying that Google owns a massive database, a library of information. Therefore, sometimes this information is so widely known, and can be crossed-checked, that the answer appears directly in the SERP’s. This can therefore means that Google can display the answer as a Google Knowledge Panel, directly in the SERP’s which can result in a zero click search. However, Google’s Knowledge Panel, came well before Google’s AI Overview, yet many leading SEO experts believe the two are linked.

 

People, things and places (Semantic SEO)

It was said for a long time, that backlinks sure they are important, but also is defining your business as an entity. When it comes to semantic SEO, its all about defining people, things and places. For example, its widely known that Google uses Wikipedia has one of the key place to obtain information of entities. Therefore, for example, if you’re a person in the public eye, and say there’s a fact that incorrect on Wikipedia, then its most definitely worth requesting an edit, because this is often where Google Knowledge Graph pulls its information from.

 

Tell me more, how exactly does Google’s Knowledge Graph work?

 

Google’s Knowledge Graph simply gathers information from reliable websites, which are kept up to date such as Wikipedia, and also Wiki data for example. Often there is there’s a mistake, say a mistake with a celebrity’s date of birth, then often is picked up by the millions of people who visit these websites. And the authors and the administrators of these websites often then correct the work, and therefore this is why for example such sources of information are such highly reliable, and therefore widely cited on Google Knowledge Panel results.

 

Semantic search and things and not string

It used to be the case that Google’s algorithm solely relied on backlinks to understand to connection between businesses. For example, if a retailer of say a car brand, they may link to local dealership that authorised dealer of that brand of car. It then becomes obvious to Google that the car dealership locally, is say the authorised dealer for say Ford Motor cars in that particularly area.

Therefore, that connection, that backlink would mean that normally that local business, that local Ford Dealership would rank much higher locally, that’s when anyone was making a search for car related to that car brand locally.

However, now Google’s algorithms don’t just rely on backlinks, to understand the link between businesses. Now there’s also the semantic web, and Google can understand how entities all connect, how they are connected. For example, a famous movie actor will be connected to movies they have featured in. The semantic web, the Google Knowledge Graph will know for example that the actor featured in those movies, and other key facts thanks to the Google Knowledge Graph. For example the graph will know key facts such as age, where they were born and also people they were married to previously.

What is Google’s Knowledge Panel?

When you search for say which films has “Sir Anthony Hopkins appeared in”- you will often be shown a Google Knowledge Panel. The knowledge panel is therefore the answer that appears in Google’s search engine results pages. It’s the panel which provides you with the answer to your question. Its what pulls the facts from Google’s Knowledge Valt and then reflects in Google’s Knowledge Panel.

Appearing Google’s Knowledge Panel can help your business in the following ways:

Appearing in Google’s Knowledge Panel is good for any business, because when people are interested in your company, they wont have to go through different websites to find the information they need. Often information about key staff, products and the brand itself can appear in the search engine results pages, directly Infront of the shopper in the SERP’s.

This means that you can improve brand and product awareness. For example, imagine you sell quite unique or specialist part for say machinery or for a car manufacturing.

If the car brand Google Knowledge Panel appears, and gives an introduction about the company, this confirms in a shoppers perspective that your running a well known company.

It confirms that your selling a product that well known, then the Google Knowledge Panel may show company directors, perhaps a link to their LinkedIn profiles, which again may reinforce the message that you are a highly experienced business, with highly knowledgably staff.

 

More visitors

When people click the links and the citations in Google AI Overviews, or in Google Knowledge Panel, this can bring more visitors to your company website. Therefore, you can improve your businesses organic visitor numbers.

Increase brand awareness
Its important for any business to improve their brand awareness. For example, when someone searches your brand, it may appear as Google

Knowledge Panel, that also provides supplementary information about other products or services that your business may offer. This creates positive brand awareness, for example, it might state that your product has won a prestigious product innovation award.

Generate more awareness about your business, what its stand for and company owners

 

Did you know that you can claim and edit your businesses Google Knowledge Panel?

 

It’s possible that a Google Knowledge Panel already exists for your business, that’s without any input from your business or your marketing company to create it. Sometimes a Google Knowledge Panel will just be automatically created, and therefore if this occurs your business should claim it. This way then you can edit the details, for example, the year the company was founded might be incorrect.

My business hasn’t got a Google Knowledge Panel- how can we create one?

Its widely known by some of the best SEO agencies, such as our in Bristol, that if your business is cited on websites such as Wikipedia.org that Google will use this information to then sometimes create a Google Knowledge Panel. Therefore, if you own a company, making say a product, you could create a Wikipedia page, stating facts such as when the company first started and some of the products that you sell.

This was your helping to improve your businesses search engine optimisation by improving your semantic SEO. This just means helping the search engines such as Google to better understand your business, for example when the company was started, and some of the products that you sell.

When your business is listed on say Wikipedia or let’s say on LinkedIn, it’s then much easier for Google to crawl and index that information, and then it will better understand your business and the products that you offer. Fo

 

Here’s some of the websites that you may wish to create a company page:

LinkedIn
Crunchbase
Bloomberg

Here how to further improve your businesses sematic SEO and increases your chances of your business featuring in Google’s Knowledge Graph:

 

Listing management

Do ensure that your chosen SEO agency from time to time makes sure that your company listings are all correct and kept up to date. For example, on Wikipedia and LinkedIn, and say on a relevant business directory, such as Chambers if you a solicitor is kept up to date.

Digital PR

Do some digital PR work, for example, if your opening a brand-new larger store in Bristol do make sure that your making sure this is highlighted on say local news websites such as the Bristol Post. This can generate backlinks.

Social media

Do make sure that your business has a good social media presence, for example, do make sure that you have LinkedIn profile set up for your business.

Link building

Building strong links, this can improve your businesses Google EEAT score. When a company website is seen an more authoritative, because you’ve built so many strong links, that business is likely to rank higher organically, yet also be displayed as a Google Knowledge Panel result more often, because the sheer number of strong links, will indicate that you run a important business.

 

Google Business and Google’s Knowledge Graph

As we have indicated right throughout this article, Google pulls information from reliable sources so that it can give shoppers reliable answers in its Google Knowledge Panel. Therefore, many top marketing companies believe that Google uses a businesses Google Business account to pull relevant information. For example, if someone was to ask perhaps for a local wood fired business, that sells craft ale, well, this information may come from Google Business then be presented as a answer in Google’s Knowledge Panel.

Why is Schema mark-up so important?

You can use schema to mark-up key information about your business, such as for example NAP information. Then when someone is searching for key information, such as for example they might be looking for Land Rover replacement parts for a vintage business, well if your companies NAP information is marked up using schema, then you help Google and Google’s algorithm to know exactly where your business is located in Bristol.

Why the about us page on your website is so important

Let’s say that on your about us page, you have your key staff, you might then link directly to there LinkedIn profiles. This then allows Googlebot to understand your staff and your businesses experience.

Therefore, Google is now ranking websites based on Google EEAT so if you have more experience and expertise in terms of the products that you are selling, your website is likely to rank higher on Google. For example, if your business website clearly shows your highly experienced solicitors practice, with solicitors with decades of experience, this will help improve the Google EEAT score.

Then when you supplement this with good staff pages, linked to there LinkedIn, this can help the chances of that employee or company director in Bristol being displayed as Google Knowledge Graph answer.

For example, somebody going through a divorce, looking for a family lawyer in Bristol, they are undoubtably going to do some research on that lawyer. Therefore, if you have good on-page SEO plus also thought about improving your semantic SEO, when that lawyer gets searched by a customer, that solicitor may appear as a Google Knowledge Graph answer. Therefore, this doesn’t just help the customer to find the information they need, it also shows that the solicitor is well-known, that the semantic seo is so good, that Google knows who he or she is, because he is well-known and perhaps respected solicitor working in Bristol.

 

Why choose our SEO agency?

At Digital Tailors, we have some of the best, the most knowledgeable SEO minds working for us.

We have SEO experts that simply the bees knees, that understand on-page SEO, off-page SEO and technical SEO. We can help your business to gain more organic visitors. We are one of the best agencies at what we do.