If you have come this far it is probably because you want to know what is the Knowledge Graph and how does it affect SEO.
Search results pages like Goolgle have been evolving and changing over the years. Nowadays they not only show organic results and ads, but when we do a search, it also shows us videos, images, or Shopping ads, among others.
That panel that appears on your screen with all that data is the so-called Knowledge Graph. Next, we explain what it is, how it works and how it affects SEO positioning.
What is the Knowledge Graph?
The Knowledge Graph or Google knowledge panel It is the most relevant information that will appear in relation to the query that you have made in the search pages or SEPR’s of Google, without the need to access any website to obtain it.
Although this panel appeared for the first time in 2012, it was not until 2015 when it began to be seen more frequently by users.
The knowledge panel will show data about TV series, movies, countries, animals or music, or other information related to your search.
Further, It also includes links with interesting content with which to expand the query that has been made and, even, of those websites that have served as a source of information.
As you may have deduced, it is a great tool for companies to make themselves known to users.
What is the difference between the Knowledge Graph and Featured Snippets?
Both terms are often confused, therefore, before continuing with the post, we are going to differentiate between these two concepts.
When you do a search in Google you will be able to observe, on the one hand, the Featured Snippets, which is an excerpt of prominent information from a web page and, in some cases, a link.
However, when it comes to Google’s knowledge panel, This information is shown much more expanded and in a more structured way. Unlike Featured Snippets, there are no external links, but there are related searches.
Therefore, the first difference is the format in which it is displayed and the second main difference is about the information that they display, which we will see later.
What kind of information does Google’s knowledge panel show?
The information displayed it will depend on the search made by the user and the Google algorithm, the most repeated being the following:
- Historical figures, celebrities, famous people, etc …
- Movies, television series, books, music groups, etc …
- Brands or companies
- General term searches
- Local businesses
What searches do Knowledge Graphs appear with?
Google displays the knowledge panel in the results of certain types of searches. In most cases these searches are about people, brands or objects with very generic keywords. In addition, the consultations carried out yield results for informational purposes only.
While the Featured Snippsets show an extract of the information contained in the web page used as a source, the Google commentary panel usually extracts the information from different sources such as: social networks, web pages or Google partners, among others.
When a user performs a Google search, it understands that it is merely informative, so it collects all the relevant information from a database and displays it in the knowledge panel.
How does the Knowledge Graph affect SEO positioning?
The answer is that the Knowledge Graph negatively affects SEO. As we have been saying throughout the text, those websites that appear in the search panel will benefit the most since they receive 9% of user clicks.
However, websites or companies that do not appear on it will see their CTR decrease. These companies will have to work on SEO positioning with generic words and with a lot of competition, since as we have commented, the Knowledge Graph only appears in very concrete terms.
How can my brand appear in the Knowledge Graph?
Google, depending on the information contained in a web page and the search intention of the users, will decide whether or not to show the knowledge panel, therefore, as the owner of a company or a website you will not be able to directly create the Knowledge Graph.
Given the difficulty to appear in this type of results, we give you a few keys to increase the notoriety of your website or brand:
Try to appear on Wikipedia
One of the options you can try to get your personal brand to appear in the knowledge panel is to appear on Wikipedia.
Yes, yes, you read correctly, appear on Wikipedia. Most of these results show the information that this page contains, and the way to appear in a knowledge panel is probably to go there. Still, it is not guaranteed since you have to gain a lot of authority.
Sign up for Google My Business
Local businesses can get their own Kwoledge Graph dashboard when the user searches for the business name on Google.
To do this, the first thing to do is open a Google My Business account and, once the account has been verified by the owner of the premises or the company, complete all the information that may be considered relevant, the more data the better.
Add photos, opening hours, location or information about services or products, among others, and always keep your account updated.
Improve your content strategy
If there is something especially important that helps a company or website appear in the Google knowledge panel, it is to have a good content strategy and that, in addition, it is kept updated.
It is essential to work on a strategy that takes into account two fundamental factors: related searches of interest to the user and always taking into account the sector in which the business is located.
This strategy must be focused on offering interesting information. The Knowledge Graph, as we have been explaining throughout the text, offers information that it considers relevant for the user, therefore, it will select the one that responds to the user.
Do you want to learn more techniques for optimizing your website? We invite you to read our blog You can not lose this!
If you are looking for a Digital Marketing agency specialized in SEO positioning, in Neoattack we can help you, do not hesitate to contact us.