Nowadays, getting a high ranking in search results is quite tough. Hundreds of websites compete for the attention of Google, and businesses and advertisers have to rely on high technologies to improve their presence online and bring more people to the sites.
Among the most important tools here is the Knowledge Graph, which is popularly used to help in SEO. Let’s view how we might employ this resource to gain more visitors to our web pages.
What is the Knowledge Graph?
The Knowledge Graph is a concept developed by Google to enhance its search engine results through the direct inclusion of information into the SERP, which is more relevant, accurate and comprehensive.
It was first introduced in 2012 and has been utilizing structured data to understand better entities like persons, locations, objects, and ideas and comprehend connections between them.
Most probably, each time you perform a search on Google, there is a block containing a summarized piece of information on the right-hand side or at the top of a mobile phone on the Google search result pages; this, in most instances, carries a sketchy biography, presentation photographs, and other relevant data from within sites such as Wikipedia or Freebase. That’s the use of the Knowledge Graph by Google.
Knowledge Graph does not only return the results for selected keywords for you. It is an extended view of the concept of keywords. For example, if you made a request concerning a famous person, Knowledge Graph could show their biography, birthdate and other works, and even profiles on various social networks.
This bundle of information is gathered from reliable resources to help Google find a way to respond to its users in an even more interesting and relevant way.
Why is the Knowledge Graph Important for SEO?
The Knowledge Graph influences SEO in the following ways:
- Improving appearance on search engine results pages: It helps provide rich snippets, which can enhance the click-through rate (CTR). If your website’s information is included in the Knowledge Graph, it increases the chances of being regarded as a relevant information source.
- Search results with context: Because it helps Google comprehend how entities relate with one another, search engines can deliver content that is most appropriate for a particular query, even if it does not contain the exact words searched for.
- Driving traffic from other search engine optimizations: Many people would like to include their content in the Knowledge Graph because it is an asset that can drive know-how content, visibility, and traffic around beautiful and very high positions in the search engine result pages.
How To Use Knowledge Graph Technology to Get More Search Traffic
A Knowledge Graph is loaded with information; let us explore a few ways this can assist you in improving search traffic to your website.
#1. Implement Structured Data (Schema Markup)
The most obvious way to pour content inside the Knowledge Graph is through structured data. Simply put, structured data speaks a language that computers understand. It will outline what the content on the page is all about and how it will be arranged.
Adding schema markup to your page allows search engine crawlers to not only sift through your page but also understand how the information is organized to cache it into the index of your website.
Here’s a breakdown of how schema markup can be put to proper use:
- The vocabulary of Schema.org This is probably the most common language used for schema markup. It contains the various types that pertain to all – products, events, reviews, etc.
- Use tools like Google’s Structured Data Markup Helper or, for instance, the Yoast SEO for WordPress to ease the process of adding structured data to your pages.
- Stay within the bounds of your industry. For instance, local business schema, article schema, and person schema are concerned with an actual or public figure.
- After such structured data, Google understands the entities and how they are organized about other topics, so it should not be surprising why this content is within the Knowledge Graph.
#2. Create Comprehensive, Authoritative Content
Google bases its Knowledge Graph on several reputable sources, which makes it important that appropriate and full content is contained within your site. It is suggested that your site should endeavor to be a top resource in the given industry.
Here is how:
- Write long articles, guides, and case studies that respond to the needs of your audience.
- Develop content on Frequently Asked Questions (FAQs) propositions within your industry.
- Include quotations and references from other reputable and professional sources such as essays, leading industry blogs, and reputable magazines.
- Regularly engage in credible sources such as Wikipedia, as those have the potential to contribute information to the Knowledge Graph. If applicable, create a Wikipedia page for your company or brand.
#3. Optimize Your Google My Business Profile
When it comes to local businesses, their inclusion in the Knowledge Graph is of utmost importance for any marketing strategy. Local SEO cannot do without a Google My Business profile. Properly optimized GMB profiles can promote their businesses directly within the Knowledge Graph whenever users search for their particular brand.
- Claim and verify your Google My Business listing.
- Maintain the consistency of all business-related information (address, telephone number, working hours etc.).
- Assign appropriate categories, attach quality images, and post frequent changes to the GMB profile.
- Ask clients to write reviews, as this is one of the criteria that Google considers when establishing a site’s relevance and credibility.
#4. Focus on Building Trust and Authority
Because the Knowledge Graph sources its content from authoritative databases, it stands to reason that the more trusted and authoritative a site is, the more chances it will appear in the Knowledge Graph.
Here are suggestions on how to improve your authority:
- Developing backlinks from high authority sites that include industry publications, credible blogs and educational sites.
- Get mentioned on platforms with large traffic streams, such as Forbes, Business Insider, or in their relevant industry publications.
- Write guest posts or comment on well-respected industry blogs or news sites to demonstrate your expertise.
#5. Leverage Social Media and Wikipedia
One must utilize social networks, particularly Wikipedia, to be included in the Knowledge Graph. Google often uses sources such as these to complete its Knowledge Graph. Here’s what you can think of doing:
- Ensure all the social media platforms you join are fully functional, and update them constantly.
- Explain your business in detail on the social networking sites that you have joined.
- Try to get or create a Wiki page about your business/brand to boost your online presence.
#6. Engage in Q&A Platforms
Another way to improve your chances of being included in Google’s Knowledge Graph is by participating in Q&A platforms such as Quora and Reddit. Answering questions concerning your niche authoritatively and helpfully can earn you respect and goodwill and expand your reach on the World Wide Web.
Conclusion
The Knowledge Graph is an innovative feature that enables Google to enhance the user search experience with more relevant results. The knowledge graph technology enables companies to enhance their profile in search engine results and increase the flow of visitors.
Knowledge Graph marketing can only be effective if you use ordered-data markup, produce high-quality original content, manage your online reputation, and claim your listing in the local directories.
Therefore, if a website and its entities can be explained to Google in several ways, its content is more likely to be added to the Knowledge Graph, leading to more traffic and better SEO.
You can keep your site’s search visibility up by being aware of the changes in the SEO environment and learning how to work with tools like the Knowledge Graph as a part of your SEO campaign.
For more digital marketing updates and information about knowledge and graph technology, and to get more search traffic, visit Etech Spider and follow us on Facebook.
