In this post you will find what is the Knowledge Graph or Google knowledge graph. It was one of the aspects that had the most impact on the configuration of Google searches since 2017. Loved by some users and hated by most SEO.
Definition of Knowledge Graph
It is a knowledge base that Google obtains from various sources that it considers authorized (Wikipedia, Freebase …). In general, it is information related to:
- People: we do not necessarily talk about celebrities, but we do talk about individuals who have enough information gathered and who are related to others.
- EXAMPLE: In this example we see the collection of information of Leonardo Da Vinci extracted from Wikipedia (birth, death …), but we also see links to his works and other results sought by other users.
- Events: if we look for an event we will also find related results.
- EXAMPLE: In this example we see the battle of Waterloo and, again pulling Wikipedia (by triple or quadruple, which puts us in position zero the highlighted fragment, the questions of the users and the first organic result), we can see data contextually important as combatants and other related battles.
- Places: if we look for Barcelona, the Knowledge Graph will return us related information: historical data, meteorology, population … But there is also business, because it links to hotels or sporting events or concerts.
It is interesting to see how he finds a certain ambiguity and interprets that, perhaps, we are also looking for information about FC Barcelona, which many users refer to simply as Barcelona. On the right, under the Wikipedia results you can access a travel guide also prepared by Google.
The most interesting thing is that this database is not a simple collection of indexed content associated with a keyword that is displayed before a search or intention of it.
This content is interrelated beyond even the semantic, since it is able to establish the link between entities that could apparently not have a direct relationship.
In addition, we see an evolution that goes beyond specific entities, since it also returns information associated with subjective data or questions. Look what happens if we ask Google about the cast of Game of Thrones or what to see in Barcelona.
Great, put all those cards moving the SERP a bunch of pixels down. And this, in terms of mobile searches, is already a scandal as you can see here.
Implications of the Knowledge Graph
It is assumed that Google’s intention is to organize the information in a logical manner and make the user navigate in a usable way. At least on paper.
What sounds so good, that you have so much fun jumping from result to result, sailing … ends up making you visit travel guides, booking hotels, tickets, etc.
On the one hand, all that visual information with photos and maps buried the organic results generating internal traffic to own pages.
What good is it to be first if you have a carousel, news, travel guides, related questions, featured excerpts, lyrics, YouTube videos and all the information on Wikipedia summarized to the right of the results?
It is easy to assume that the one who has been fighting for years to earn a relevant position with his tourism blog in Barcelona has taken a tremendous stick in the form of falling traffic.
How to get out of the Google Knowledge Graph
There is a very simple way to appear in the knowledge graph, at least for branded or branded searches.
Surely you know Google My Business, right? It is that Google service that allows us to register a company with all the information related to it (in fact, it is becoming more and more): photographs, location, schedules, opinions…
This is the basic recommendation: work the tab very well, keep it up-to-date and complete it to the maximum in order to take advantage of the Knowledge Graph through Google My Business.
Look at this example of the Attic restaurant in Madrid. Evidently as an attic it is difficult, because it is a common name with a clear meaning. Of course, adding the keyword “restaurant” in front of the brand we can see a file with a lot of relevant information. This is especially important because, as you can see, your website ranks second below the vertical portal “El Tenedor”.
For other types of searches, being honest, it is not so simple. You would need to have a page with great authority, valuable content, active social profiles, use the structured data markup and, when asked, a Wikipedia review.
All this is important because, even if it does not generate that stellar appearance in the Knowledge Graph, it is not a lost job. It’s good for your page, your users and your rankings. You can also generate that juicy 0 position with an enriched fragment.
Did you know or have you detected the Google Knowledge Graph?