If you've come this far, it's probably because you want to know what is Knowledge Graph and how it affects SEO.
Search result pages like Goolgle have been evolving and changing over the years. Nowadays they not only produce organic results and ads but, when we search, they also show 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. Below, we explain what it is, how it works and how it affects SEO ranking.
What is the Knowledge Graph?
The Google Knowledge Graph is the most relevant information that will appear in relation to the query you have made on Google search pages or SEPR's, without the need to access any website to obtain it.
Although this panel first appeared in 2012, it was not until 2015 that it began to be seen more frequently by users.
The knowledge panel will display data about TV series, movies, countries, animals or music, or other information related to your search.
In addition, it also includes links with interesting content with which to expand the consultation 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 to make themselves known to users by companies.
What is the difference between the Knowledge Graph and the Featured Snippets?
Many times both terms are confused, so before continuing with the post we will differentiate between these two concepts.
When you do a Google search you will be able to observe, on the one hand, the Featured Snippets, which is an excerpt of prominent information from a website and, in some cases, a link.
However, when it comes to the Google Knowledge panel, such information is shown much more expanded and in a more structured way. Unlike the Featured Snippets there are no external links, but related searches.
So, the first difference is the format in which it is displayed and the second main difference is about the information they display, which we will look at later.
What kind of information does the Google Knowledge panel show?
The information displayed will depend on the search performed by the user and the Google algorithm, the most repeated being the following:
- Historical figures, celebrities, celebrities, etc…
- Movies, TV series, books, music groups, etc…
- Brands or companies
- General terms 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 information purposes only.
While the Featured Snippsets show an extract of the information contained in the Web page used as a source, the Google matching panel usually extracts the information from different sources such as: social networks, websites or Google partners, among others.
When a user performs a search Google understands that this 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 be more benefited since they receive 9% of users ' clicks.
However, websites or businesses that don't 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 based on the information contained in a website and the search intent of users, will decide whether or not to display the Knowledge panel, therefore, as the owner of a company or a website
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 on the knowledge panel is to appear on Wikipedia.
Yes, yes, you read right, appear on Wikipedia. Most of these results show the information that this page contains and probably the way to appear on a Knowledge panel is to exit on it. 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 panel when the user searches the company name on Google.
To do this, the first thing to do is to 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 can be considered relevant, the more data is included the better.
Add photos, opening hours, location or information about services or products, among others, and always keep your account up to date.
Improve your content strategy
If there is something especially important that helps a company or website to appear on the Google Knowledge panel is to have a good content strategy and, in addition, keep up to date.
It is essential to work a strategy that takes into account two fundamental factors: the related searches of interest to the user and always take into account the sector in which the business is located.
Such a strategy should be focused on offering interesting information. The Knowledge Graph as we have been explaining throughout the text, offers information that considers relevant for the user, therefore, select the one that responds to the user.