Google’s Knowledge Graph, Marketing Opportunities & SEO

Google’s Knowledge Graph, Marketing Opportunities & SEO

July 24, 2014

You’ve probably notice Google’s Knowledge Graphs before: they are the boxes that appear either above or beside your search results, filled with general information about your query. For example, if you search for “Labrador retriever,” a picture of the dog breed, along with a few basic facts (life span, history) will pop up next to your other results. In some cases, you won’t even need to click a link in order to find the information you are looking for. In other cases, you’ll click a link within the box or within the search results to learn more.

So, how do Knowledge Graphs affect your mission to get more clicks and more clients contacting your office? While many people think that Knowledge Graphs aren’t good for businesses because they deter people from clicking on search results (and because Knowledge Graphs mostly link to high-authority non-profit websites), learning about Knowledge Graphs can help you work with the Google feature, not against it. Here’s what you need to know:

  • Google links to credible, authoritative websites in Knowledge Graphs. The more credible you website, the more likely you’ll get the knowledge graph boost. Make sure you have a long-term goal of providing useful, accurate information to your users – and never use black hat marketing or SEO tactics. It might not be worth your time and effort to compete against very high-authority website for knowledge graph links, such as government websites, learning institutions, or Wikipedia.
  • Knowledge graphs are expanding. Since they appeared in the spring of 2012, more and more knowledge graphs are appearing with search results. In addition, more types of graphs are appearing. This means that even if you don’t like the concept or think that they’re unfair, you are going to have to live with them.
  • How-to Knowledge Graphs are becoming popular. Recently, Google began adding How-to knowledge graphs: graphs that share simple steps to completing tasks, from boiling eggs to shining your shoes. Adding how-to pages to your website could help you get linked in a knowledge graph. For example, if you are a divorce attorney, you could write a how-to about divorcing in your state.
  • Knowledge graphs answer frequently asked questions. Another great way to find yourself inside of a knowledge graph is to answer frequently asked questions on your website. Again, be sure to be straightforward and unbiased.
  • Knowledge graphs only provide basic information. If you don’t have the authority to get linked from a Knowledge graph (and few small businesses do), you may wish to try another strategy: providing information that isn’t included in the graphs. If you have very details, unique, and up-to-date information (and awesome titles and meta descriptions), users may click on your website’s link in the search results because the knowledge graph is too basic.


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