The Google Knowledge Graph is a tool that shows on the sidebar or carousel of the search results. It is where all the information about a business is collated. It was unveiled in 2012 and now contains the business listing, Google Posts, and other elements that allow a user to contact a business without clicking on a web page.
Aside from giving the internet user more firsthand information, optimizing for the Knowledge Graph also allows search engines to understand your business better.
How does the Google Knowledge Graph look like?
The Knowledge Graph appears in two possible areas in the search result. The most common is on the right sidebar of the search result and the other is at the top in a carousel format. The goal is to provide the internet user brief but informative experience about a business.
However, before Google generates a Knowledge Graph, it has to decide if your business is suitable for such a tool. Here is where optimization becomes crucial.
How Google generates a Knowledge Graph
There are three ways in which the search engine determines if a brand is fit for the Knowledge Graph. Here’s a quick look at each one:
Entity indexing – Google has a mapping process called Entity Recognition and Disambiguation. This involves the cataloging of all entities so the search engine can compile factual and accurate information about a business.
User behavior – If there’s one big factor that affects the generation of the Knowledge Graph, it would be user behavior. Google analyzes how long an internet user stays on a page, what they search for, and what devices they use to search for it. By connecting all these data, the search engine will decide if the generation of a Knowledge Graph is necessary for a business.
Semantic search – This process takes into account the context of the user’s search, the location of the user, LSI keywords, and other related elements.
Is the Knowledge Graph beneficial for your business?
Google will not roll out a tool if it doesn’t have any benefit for a website or business owner. Businesses that optimize for the Knowledge Graph earn better edge on organic rankings.
Also, if your business gets included in the Knowledge Graph, it will increase the visibility and conversion rates of your website. The Knowledge Graph displays your business’ contact information, address, email, and other pertinent information.
This way, potential consumers can easily reach out to inquire about your business. Some will directly purchase from your store.
Benefits of the Knowledge Graph
*Enhanced user experience
Since the Knowledge Graph shows the information about your business, it’s already serving hungry internet users with the information they need to digest. In just a single box, you can gain conversion, increased traffic, and better brand awareness.
*Increased website traffic
Using the Knowledge Graph, you can drive traffic to your website. Take note that this tool also shows the Google Posts you published on your GMB account. That increases audience engagement as well as their interest in knowing more about your business.
*Gives out information right away
Not all consumers will click through a website to look for information. So with your Knowledge Graph in place, you can nudge your customers to patronize your business.