What is the Knowledge Graph?
It is a Google system that is used to organise information gathered about millions of entities all over the world like people, places, organisations, businesses, and many other entities. It is used to create a map to show us how the information is interrelated and interconnected. It is a knowledge base that is used by Google to increase or enhance its search engine results using human language technology. This knowledge base is used to help Google improve the function of a search engine all around. So when a user types in a search entry that contains a well-known entity such as a famous person, the element, known as a knowledge panel comes into play, it is a type of rich answer that is displayed in the result section and is populated with instantaneous answers and website links to the content related to the search entry. Google has learnt over the years that when users put in their search entries, they are not only looking for a singular answer, but they are also open to other options and websites that are giving them more information. So to build a better user experience, Google generates information based on some of the most popular questions that users have and content that is related to the popular questions. Google is not the only Search engine on the Internet that has a knowledge base, Bing has a tool called the Satori knowledge base which gives users a snapshot of information that is related to the entity or the search entry. All of which are available on laptops, tablets, and smartphones.
How does this work?
It understands real-world entities and their relationship with each other. It is made up of free base Wikipedia, CIA World, Factbook, and many other entries. It uses these entries and the information that they hold to improve the search experience for users. In a simple explanation, it holds information from various websites and matches them with keywords users frequently use and understands the intent behind the entry was using human language technology. If you put in the search for a brand or business and you do not find it in the search result it means the search engine doesn’t count your brand as being popular enough an entity for users to benefit from seeing your additional information. The only way to remedy this is to make your entity or business relevant so that it is talked about on the internet on the web.
How does this affect SEO?
It seems like a beneficial system for users that helps them find information easily and at a much faster pace, but it does create several problems for SEO. The knowledge park is beneficial but at the same time can cause a few bumps, considering that it can link your content for a particular search entry, but it also includes sources and websites that are not under your control. If users can get information from the knowledge graph itself, they are less likely to click on your website which eventually leads them to deny any of the call-to-action elements on your website. Hence, the chances of converting the user into a buyer decreases. Even though the knowledge graph data can be difficult to control many of the search entries tend to hold more informational than transactional value. Where around this is improving your rich snippet. Which letters and rich results are basically how Google understands web page information on how the website data has been structured. Rich results have a tremendous effect when the search entry is less clear, which means that the user is not asking for a person or a place, but is more likely asking a particular question, in this case, Google results are immediately taken from the website itself.
How to optimize your knowledge graph?
Structure your data
When information on a website is structured and predictable, search engines can easily organise and display it in a mix of search results. In this case, the best thing to do is to spoon-feed the search spiders with your website content.Improve the on-site structure
To find your content and your website relevant to users’ search entries and intent. This means that the content on your website needs to be relevant for search spiders but also relevant for users. What’s important here, is to understand how your audience finds information on your page and what other information they might be looking for. Having a good grasp on which keywords match with certain pages and having balanced and structured content is important in terms of building your SEO.Be an Authority
If you have authority over a certain piece of content, Google treats the structured data on your website as important and factual, and then later imports it where it then provides prominent search results for users. The main function of a search engine is to answer questions, the knowledge graph understands this part of it now, and is working on answering the real questions, rather than simply generating a list of results that relate to keywords. If you want to get a high ranking on the search engine results pages, you should title your sections with “WH” questions, like “how-to”, “who is” or “what is” for the content that is on your page. The main thing to remember is that you do not only have to adhere to the rules of the knowledge graph but you must also understand the needs of your audience and the users all across the globe. If you want to get a high ranking on the search engine results pages you should start a lot of your sections with WH question like how to how do I know who is or what is for the content that is on your page.