How to Get into Google’s Knowledge Graph to Expand Your Reach

Google’s Knowledge Graph is one of its many helpful search features that answers users’ search queries in one glance.

It works by “scraping” relevant content from different sources to provide a more comprehensive search result—as opposed to rich results that shows content from only one source.

For example, if you search for “Google” you will see this Knowledge Graph on the upper right part of the search engine results page (SERP):

How does Google’s Knowledge Graph help SEO?

Google’s Knowledge Graph helps in boosting content visibility and authority.

It doesn’t necessarily boost your SEO ranking, although as we mentioned, it encourages users to find what they’re looking for without clicking on the content.

However, your content will greatly benefit from having noticeable SERP real estate and thus expanding your reach.

On the part of the user, it offers several benefits such as:

• Understand search queries better. With the Knowledge Graph API, it doesn’t have to literally interpret every keyword in a query—users can simply say “Lord of the Rings cast,” and Google will show you a comprehensive carousel of answers like this:
  
• Helpful in voice search. Google’s Knowledge Graph uses latent semantic indexing (LSI) to understand the context of a search query, which is very handy when doing voice search.
• Provides more comprehensive search results. When users search for a particular “entity” that the Knowledge Graph API supports, the search results for the query are much more comprehensive (as previously mentioned) and provide more context.

Knowledge Graph Optimization Tips: How to Get into Google’s Knowledge Graph

Knowing how to optimize for Google’s Knowledge Graph requires some technical knowledge, such as using structured data and configuring your knowledge panel. However, this can be definitely learned, even for beginners. Here’s how to create a Google Knowledge Panel:

1. Apply schema markup on your content

The Knowledge Graph API works hand in hand with structured data (schema markup). If you haven’t done so, you can use the following guides here to apply structured data to your content:

• Guide on how to apply structured data using Structured Data Markup Helper

• Schema property types required for local businesses

For more guides on the specific structured data to improve Knowledge Panel, you can refer to the next section about “Entities.”

2. Have your business listed on Google My Business

Google My Business (GMB) helps in further boosting your brand’s visibility both on Google Maps and Google Search. This is especially helpful if you have a brick-and-mortar store.

While a GMB listing doesn’t necessarily guarantee that it will get you into the Knowledge Graph, it may increase your chances. Here’s how to set up your listing:

• Create a Google My Business profile

• Claim or verify a GMB profile

• Optimize your business listing

3. Create pages on Wikidata.org and Wikipedia

Google often relies on knowledge bases like Wikidata and Wikipedia in getting relevant information, especially for businesses.

In the “Google” example above, you can see that it “scraped” company information from Google’s Wikipedia page.

• Wikidata’s guide on how to create/edit a page

• Wikipedia’s general guide on how to create a page

• Creating a Wikipedia page for a company

4. Promote your business online

Get the word out about your business online by submitting PR content to press release websites such as PR Newswire, PR.com, and Newswire.com.

In addition to Google My Business, get listed in other local listing websites such as Yelp, TripAdvisor, Bing, and Angies’ List—whatever makes sense to your business. Google can also glean content from customer reviews from these websites.

And lastly, have your social media profiles ready: Facebook, Instagram, Twitter, Pinterest, etc. Knowledge Graph also shows social profile links on search results.

Other “Entities” that Can Get into Google’s Knowledge Graph

Aside from local businesses, other types of “entities,” or content types, are supported by the Knowledge Graph API.

If you are offering some of the following as products or services for your business, or simply that you have that type of content for your website, you may find the respective links helpful:

• Book
• BookSeries
• EducationalOrganization
• Event
• GovernmentOrganization
• LocalBusiness
• Movie
• MovieSeries
• MusicAlbum
• MusicGroup
• MusicRecording
• Organization
• Periodical
• Person
• Place
• SportsTeam
• TVEpisode
• TVSeries
• VideoGame
• VideoGameSeries
• WebSite
  

Need help with your SEO Knowledge Graph?

The tips above can only influence the chances of getting your content into Google’s Knowledge Graph. In the end, it’s always best to keep your focus on providing value to your target audience—and that begins with high-quality and valuable content.

If you need any help with your SEO, Ilfusion can lend you a hand. Just give us a call at 888-420-5115, or send us an email at [email protected].

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