When we search a particular term on Google, we get search results. But, have you also noticed a rectangular box beside the search results, at the right-hand side of the screen? Have you ever wondered how does Google populate this type of data? Do you want to have such results for your hotel, company, brand, blog or personal profile?
Then you should know about Google's Knowledge Graph and how it works. This article talks about what is knowledge graph, different components of knowledge graph and how can you use it.
What is knowledge graph?
Google is preparing a huge knowledge base by continuously gathering various data from the internet. As per the data available online, there are more than 130 trillion unique pages indexed by Google till now. This is a huge amount of data. Yet Google gives you satisfactory search results when you put a query on Google Search.
Do you ever wonder how Google manages to do that?
The only factor that matters to Google is relevance. It tries to give only relevant information to the users when they search on Google Search. If it is not able to provide relevant information, it will become useless for the users, and users will start finding other search engines.
Every individual, business or company has multiple assets. An asset can be the website, business location, social media pages or anything that belongs to a particular entity. Google scans the data indexed from various authoritative websites to understand the relationship between these entities & their assets and tries to provide relevant results to the users to maximize the engagement.
There are certain techniques and guidelines need to be followed to establish a strong connection between our entities and assets.
Have a look at the video prepared by Google on knowledge graph.
Different components of Knowledge graph and how to use it:
Optimise the content for humans first:
Although Search Engine Optimisation is important, optimizing the content for humans is necessary to increase the usability of the website. We must provide relevant information to the website visitors. If the website visitors are finding the content difficult to understand, if users are not able to understand what action to be taken next, then they will bounce off your pages.
Also, If your page title talks about Search Engine Optimization and your page content talks about Social media marketing, then you have a serious problem of low relevance on your pages.
How is this relevant to knowledge graph?
Google's search algorithm is so advanced that it can easily find out whether the users are finding enough value in a content. Search engines give the least preference to the pages that don't provide enough values to the users.
How to optimise the content for humans?
- Make your website responsive.
- Optimise the website for speed so that it loads faster in the web browser.
- The title, description, and content of the page should be relevant to each other.
- Keep the important content of the page in the above-the-fold area of the web page.
- Keep "Call-to-action" clearly visible to the users.
- Avoid too many ads, popups, etc. Users find it annoying.
Search Engine Optimization(SEO):
SEO is an important step towards knowledge graph optimization. In the first step, we saw how we can make the content usable for the users. Now, we need to make sure that the search engines can also understand the content easily.
Google search engine crawlers are smart enough to understand the content written by us for the users. But sometimes it takes longer time if we are using wrong coding techniques while writing the HTML code of the website. In order to make the job of search engine crawlers easy and get relatively faster results, we must follow these guidelines.
Every HTML tag has a particular meaning. Anchor tag(<a>) represents a link, Paragraph tag(<p>) represents a paragraph, Heading tags(<h1>, <h2>, <h3>, <h4>, <h5>, <h6>) represents headings and subheadings.
Every web page contains this kind of components. Use of right tag for the right component can help Search engine crawlers understand the content better.
Use rich snippets
The inclusion of rich snippets also known as structured snippets is an additional step to help the search engines in understanding the content. Rich snippets are extensions to the search engine results. See the following example of rich snippet
How to integrate rich snippets in your web page:
Rich snippets can have multiple formats. You can integrate rich snippets in either JSON-LD, Microdata or RFDa markup.
Go to Google Search Gallery. Select appropriate format for your content and then click on the markup that you want to use, check the guidelines and integrate the code in the website.
Create multiple assets and interlink those assets to each other
Having just a website is not enough for having a good online presence. Having the presence on multiple platforms is essential for creating an effective presence on the internet. Create your profiles on Social media platforms such as Facebook, Twitter, LinkedIn, Google+. Add your business location to Google Business Listing. Add your creative work on Behance.net and Instagram
Just creating profiles on these platforms is not going help. You need to be active on these profiles, by sharing quality content on these profiles you can create effective online presence on those platforms which will eventually help you in building your overall presence on the internet
Create good quality backlinks
Backlinks are nothing but having a link to a page on your website on another website.
Having information about your business on high-quality authoritative websites can improve your online presence on the internet.
We will write an article on Backlinks soon.
Subscribe to Google alerts
When we start creating an effective online presence for our business, people are going to talk about it. When we create backlinks by ourselves, we make sure that those websites are talking only good things about us. But what if people are talking bad things also, and how will we know about it?The size of the internet is so huge that you will never know if someone is saying wrong things about your business on the internet. And, whenever you will come to know about it, it would have spread long enough on the internet that it will be very much difficult to reverse it.
Understand that, if people are talking bad things about your business, you will start appearing in search results for those negative queries also, which will damage your image.
To avoid this, you must subscribe to Google alerts. Enter the keyword for which you want to get alerts. To start with, enter your business name or name of your app or the unique service that you provide. Google will notify you as soon as someone posts an article about that on the internet.
How much time does it take to see the results?
As mentioned earlier, Google is dealing with a huge amount of data to give highly relevant results to the users. For this, Google considers too many factors. Creating such knowledge graph is a time-consuming process as it also considers how users interact with the content over a period. Hence, one can not expect immediate result in this. But, the important thing is you must start doing it as early as today. The more you delay the process, the more delay you will face in getting the results.
So, what is the difference between SEO and knowledge graph?
The primary goal of Search Engines is to provide relevant results to the users when they put a query on the search engines. With the help of SEO, you get relevant traffic to your website. SEO is related to your website.
Knowledge graph is more about finding and linking different assets on an entity and show that additional information in the search results. This information can be ratings, social media channels, employees, business locations, financial activities, news, personal life, etc. which is collected from the internet over a long period of time.