What is the Google Knowledge Graph?
The Google Knowledge Graph is a sophisticated database that stores information about entities—people, places, and things—and their interrelationships. This knowledge base enables Google to display informative panels, known as Knowledge Panels, directly on search engine results pages (SERPs). These panels provide quick, relevant details about entities, reducing the need for users to click through to other websites for information.
Entities within the Knowledge Graph are identifiable concepts, such as historical figures, landmarks, or popular brands. Google aggregates data from various sources, including Freebase, Wikipedia, and the CIA World Factbook, to build this graph.
Here is an example of the Knowledge Graph:
Google Knowledge Graph Importance
The Knowledge Graph significantly enhances the user experience by delivering key information directly within SERPs. This feature is particularly beneficial for voice searches and virtual assistants, as it allows users to obtain answers quickly without navigating away from the search results.
However, this convenience comes with a downside for some websites. Since nearly 50% of searches now result in zero clicks, the prominence of Knowledge Graph results can reduce the number of visitors to sites that would otherwise have been clicked on for more detailed information.
Becoming an Entity in the Knowledge Graph: 6 Tips
To leverage the Knowledge Graph for your brand and potentially secure a Knowledge Panel, consider the following strategies:
1. Create Social Media Profiles on Popular Platforms
Create and maintain profiles on major social networks such as TikTok, Facebook, YouTube, Twitter, Instagram, and LinkedIn. Ensure these profiles are complete with detailed business descriptions and contact information. Building a substantial follower base can enhance your visibility and increase the likelihood of being recognised by the Knowledge Graph.
2. Implement Schema Markup
Use schema markup to help Google better understand and categorise your website’s content. Structured data types like organisation, author, and person can make your entity more attractive to Google’s Knowledge Graph.
3. Claim a Google My Business Profile
For businesses with a physical location, claiming a Google My Business profile is easy and important. Although it doesn’t guarantee inclusion in the Knowledge Graph, it provides valuable data that can improve your chances of being featured.
4. Create a Wikidata Entry
Wikidata is an open knowledge graph maintained by the Wikimedia Foundation, and it’s a significant data source for Google’s Knowledge Graph. Creating and maintaining an entry on Wikidata can increase your chances of being included in the Knowledge Graph – ensure you adhere to Wikidata’s Notability policy for best results.
5. Try to Get a Wikipedia Page
Wikipedia is another valuable source for Google’s Knowledge Graph. While creating a Wikipedia page can be challenging and subject to strict guidelines, having a page can improve your entity’s chances of appearing in the Knowledge Graph. Often, the best approach is to build your brand’s visibility and let independent contributors create the page based on notability and third-party mentions. This way, you ensure you adhere to the guidelines of Wikipedia by not being affiliated with a page you create.
6. Grow Your Brand
Brand visibility is key to becoming an entity within the Knowledge Graph. Steps to grow your brand include enhancing your brand’s presence through activities, including building a backlink profile, increasing organic search traffic, leveraging paid media, and engaging in public relations efforts. Offline activities like business development and networking can also contribute to brand growth.
