How Non-branded Google Knowledge Graphs Affects Your SEO

Jul 31, 2014

The Google Knowledge Graph is an extensive online database that shortens the search process for users by interpreting what users are really searching for and presenting basic information snippets based on that interpretation in a sidebar on the search results page. For instance, typing ‘Chicago’ into the search query box, will return information about Chicago the city as well as Chicago the rock band, allowing you to quickly and easily refine your search to get the information you want.

For business and product searches, Knowledge Graph was designed to return more relevant branded results even for generic, unbranded search queries. A Google search for ‘best Italian food in New York City’ brings you a carousel-style Knowledge Graph result that highlights an assortment of local Italian restaurants.

google local search

What Knowledge Graph Means for SEO

  • One of the major benefits of Knowledge Graph lies in its power to help increase brand visibility in the search results.
  • Running a close second is the clutter-busting effect of more refined searches; users won’t have to wade through unrelated results to get to your listing on the search page.
  • Whenever your brand is featured in a Knowledge Graph search result, you’ll gain a bonus of valuable digital real estate on the first page of the Google results.

Getting Started with Google’s Knowledge Graph
To add the power of Knowledge Graph to your SEO campaign, you’ll need a Google Plus account, or as it’s now called, a Google My Business account. If you have an existing Google Plus Business Page, your information should automatically transfer over to the new Google My Business dashboard. A new account can be set up by visiting www.google.com/business, and clicking the “Get on Google” link. When setting up a Google Plus account for your brand:

google business

  • Be sure to use an email address that matches the domain of your company; this will verify your account with Google.
  • Link your website to your Google Plus account.
  • Maintain a consistent posting schedule; your most recent post will be displayed in the Knowledge Graph panel. Regular posting is necessary for your brand to continue to be featured in Knowledge Graph results.

How to Increase Your Website Traffic

  • Write keyword themed content pages using semantic language throughout your content.
  • Optimize your Google Plus pages; much of the information displayed in Knowledge Graph is pulled from relevant Google Plus pages. Make sure your G+ profile is up to date and includes photos, reviews, business hours and other important information about your company and products.
  • Use schema markup on your webpages when possible. Appropriate schema markup codes are available for many of your entity keywords; you can view the full lineup of schema markup options by visiting schema.org. Just remember that Google will probably not return Knowledge Graph data for all of your data points; more will undoubtedly be returned as the process matures.
  • Include reviews of your business – the more detailed the better.
  • Visit wiki.freebase.com to add your business to the Freebase database. This is an entity database that provides information to the Knowledge Graph.