With each update from Google, the search results are becoming smarter as far as distinguishing words with different meanings.
What is Knowledge Graph?
Google announced its Knowledge Graph (KG) in May 2012. Its basic utility is to offer searchers with a factual summary of what they are searching for. This is especially applicable in cases of biographies of prestigious personalities, star cast of a film, musicians’ tour dates etc. It is available across the world and is displayed only if you enter a search string in English.
The primary objective, as stated by Google, of Knowledge Graph as a tool is to help you get:
- The best summary
- Accurate information
- Deeper knowledge about a search string
Google’s basic purpose behind introducing KG is to facilitate a more intelligent search. You get a more relevant and refined search result as the tool enables the search engine to understand the entities and subtle differences in meanings of the words and phrases entered in the search box. It does it almost as immaculately as the human user, making a search engine think like a user.
Google‘s KG is primarily a knowledge base which consists of over 18 billion facts and 570 million objects. It has been continuously been updated since its inception, which includes the new feature of a sidebar that offers a snippet of the relevant facts and the ability of a search engine to differentiate between words with distinct meanings.
Prior to this tool, if you searched for ‘Eagles’, Google would display a mix of information including both the bird ‘eagle’ and the band ‘Eagles’. But now with KG, Google can offer results relevant to the ‘eagle’ you have searched for.
What are the benefits of Knowledge Graph?
Its greatest benefit is that it allows you to find exactly what you are searching for. It no longer gets confused between similar words with distinct meanings thereby offering you a more precise search result.
Advertisers can also benefit from this new feature. How? They will no longer have to battle with irrelevant search results for getting the valuable top right corner of the result page. As the pages are few, they have lesser competition for outranking your brand.
The tool also allows you to pull strings with the purpose of enhancing the reputation of your brand. This can be done by leading consumers to sources with the most pertinent brand messaging. You can update your content strategies for getting additional advantage of Knowledge Graph. You can contact a good Google SEO company for doing the job for you.
If you wish to know how KG can help your brand by displaying the right message about it, you have to be aware of the sources from which information is pulled by it. In order to understand it in details, you need to understand Knowledge Graph Sources.
What are Knowledge Graph Sources?
Wikipedia, CIA World Fact book and Freebase are the websites from where Knowledge Graph gathers its information, which is displayed in the right sidebar of Google’s SERP. You get to manipulate the information that is to be displayed when you submit the same to Knowledge Base Sources.
While submission in CIA-managed Fact book is next to impossible, other KG sources may provide you with SEO opportunities for enhancing your brand.
You can control the display of messages regarding your brand by getting yourself a page in Wikipedia. Once your brand gets a place in Knowledge Graph information in a SERP sidebar, it is essential for you to reexamine the summary content in order to determine its origin. This will prove to be helpful in case you wish to change the summary of your brand.
On-site content strategies can be benefited by Knowledge Graph, particularly after the Google Panda update. Prior to this update, content strategies typically involved the development of unique pages using all the keywords. Then, two distinct pages were created for two distinct phrases with the same meaning. And each of the pages was optimized for one of the synonymous phrases.
Now the problem was that as the two pages were about the same topic, their content was bound to be similar. But under the Panda update, similar content was tagged as “thin content”, thus devaluing them. This became a threat for a Google SEO company.
But, with Knowledge Graph, this issue can be solved because of the tool’s ability to connect semantically similar phrases, thereby creating and optimizing a page that is capable of ranking for all synonyms. Thus, it not only allows a website to rank for several keywords but also offers a better user experience, while perfectly complying with Panda rules. A user gets benefited because he gets the exact information he requires without much effort.