, , ,

Improve your Google listing with the Google Knowledge Graph

How to improve your Google Knowledge Graph

If you’re an Internet marketer, you’re probably familiar with the Google Knowledge Graph. But if not, here’s what it is and why you should be using it for your company.

The Google Knowledge Graph is part of Google’s semantic search (the Hummingbird update) that looks at how data is structured and processed by Google to return the most relevant answers to user search queries.

Put simply, when you search for something specific, you get a straightforward and immediate answer to your question. Let’s say, for example, we perform a search for ‘who is steve jobs’ in Google.

Google Knowledge Graph in action

Within 0.2 seconds (or less) we are given an immediate answer to our question. Clever stuff, but how does Google know the answer to your question and so quickly?

Semantic Search and Structured Data

Over the years, Google have released four major algorithms that once rolled updates out a few times per year. But as technology advances and more information is published on a daily basis, Google needs to continually refine the way it finds this information and returns it to match specific search queries. For this reason, these algorithms are now continually rolling out updates on an almost daily basis.

One of these algorithms, as mentioned previously, is Hummingbird. Hummingbird introduced semantic search (the meaning behind the words) and fundamentally improved the way Google stores information, making it much easier, quicker, and more accurate at returning matching user queries.

Free Competitive Analysis Audit

If you’re a webmaster, you’ve probably seen in Google Search Console a section for structured data.

Structured data allows you to markup data on your website using semantic markup formats such as Schema.org, Microformats, and others, which tell Google what the information is about. You can markup parts of your site such as images, videos, information, authorship, pricing, reviews, and ratings, as well as other types of information which help Google accumulate data about your brand or company to potentially display it in your Google Knowledge Graph.

For example, have you ever wondered why, when searching for a film, you’re instantly presented with search results of film times at cinemas close to your location? Well, this is structured data in action.

Structured data in action

Or have you ever searched for food and found a recipe in the search results? As a vegan from Yorkshire, here’s an example of a most recent but relevant and helpful search I recently carried out: ‘vegan yorkshire puddings’.

Google Knowledge Panel - Semantic Search

As you can see, the method is clearly outlined, and the next search result is from the BBC. As part of marking-up their content, the search result includes an image which stands out from the usual search results we tend to see.

Introducing Rich Snippets

An advantage of having structured data on your site is that it enables you to use rich snippets. Rich snippets allow you to manipulate your company’s search results in Google to better match the search query. This helps Google to show more relevant search results, and websites to show relevant information that closely matches the search query. Of course, this also makes your website more attractive and can even increase your click-through rate (CTR).

How Google Knowledge Graph can benefit your business

So, based on the information above, if Google can provide matching queries for ‘who is steve jobs’, the film ‘rogue one’ with local cinema listings, and ‘vegan Yorkshire puddings’ with ingredients and a recipe, imagine the value it can add to your brand name when someone searches for it.

Adding Your Business or Brand to Google’s Knowledge Graph

To find out more about adding your business to Google’s Knowledge Graph, read our next blog post in the series: Adding your business or brand to Google’s Knowledge Graph.

Ryan Sedgwick
Managing Director & Marketing Consultant at Impact Digital Markeitng
A Chartered Marketer, Ryan has gained extensive B2B and B2C marketing experience working across a broad spectrum of industries. Having graduated with a Masters in Marketing Communications from the University of Huddersfield, Ryan successfully utilises his skills and knowledge to effectively support businesses in getting the most from their marketing investments.