Want to know the latest gadgets on the market? Maybe you want to discover the best Chinese restaurants in your city? Or are you researching the life of an entrepreneur? In all these searches, the Google Knowledge Graph is your implicit help. In this article, we will try to explain its role and why it is essential for you.
Whatever the nature of your query, Google does its best to provide you with the most relevant and meaningful answers.
From gaining knowledge to purchasing products, you can do quick Google searches for almost any need, big or small. In fact, more than 71,000 searches are performed by Google every second.
Over the years, Google has introduced several updates to algorithms such as Panda, Penguin, and Hummingbird. The main objective of all these updates is to improve the quality of search results in order to satisfy users’ intentions. After all, Google’s mission is to build a knowledge database accessible to users wherever they are.
The way Google presents relevant information to its users has also changed over the years. Search engine results pages (SERPs) have been improved to make it easier for users to find the information they are looking for. One significant improvement in this regard was the introduction of the Google Knowledge Graph in May 2012.
Understanding the Google Knowledge Graph
The knowledge graph is intended to help Google realize its mission statement of providing detailed information in the shortest possible time. It is a database that brings together information about people, places, and facts from a variety of sources on the Internet.
It is used to create interlinked search results. The main aim of the Knowledge Graph is to transform Google from a piece of information providing a search engine to a knowledge engine.
The knowledge graph collects data from keywords and searches queries that people use on the Internet. At the same time, it identifies and aggregates research intentions to make research results more accurate and relevant.
Google also refers to authoritative websites such as Wikipedia, Wikidata, and CIA World Factbook. It uses them to collect data on various subjects such as history, science, events or people, etc.
Google uses the Knowledge Graph to find the most relevant information for a particular search query. This information is displayed on a panel (called the Knowledge Panel or Knowledge Graph Card) located to the right of the search results.
This allows users to quickly access the information they are looking for, without having to click on a particular link. In addition, the Knowledge Panel also displays a list of other results related to your search query.
You can take a quick look at the screenshot below in order to understand how Google displays the Knowledge Graph. In this instance, I used “Thomas Edison” as a search query. The Knowledge Graph gives you a concise overview of Thomas Edison’s life, including a brief biography and some memorable quotes from him.
The user can easily access this information without even having to click on the search results. This is possible thanks to the knowledge graph.
It is also interesting to note how the Knowledge Panel displays the names of other famous inventors such as Nikola Tesla. The Knowledge Graph helps Google to link these personalities. Thus, their names appear in the panel.
Another example of Knowledge Graph results, look at the results of the “Best Hollywood movies 2018”. Notice the carousel of images that appears at the top of the page. The position of this carousel is even more obvious than the first search result.
How to use the Google Knowledge Graph?
As a user, the knowledge graph gives you quick access to the necessary information. It saves you from having to click on multiple search results and scroll through them to find the information.
It can even give you access to new information by displaying results that Google considers to be related to your search query. In this way, the knowledge graph is useful for expanding your own knowledge base.
However, if you own a website or are a digital marketer, the knowledge graph opens up a multitude of new possibilities. You can use it to your advantage by increasing search engine traffic to your website.
It is an excellent tool to generate awareness and strengthen the credibility of your brand. It allows you to effortlessly present useful and relevant information about your brand and your products or services.
Let’s take a look at some of the benefits your brand can gain from the Google Knowledge Graph:
1. Displays relevant information
If your company wins a knowledge graphic card, the most obvious advantage is that users have easy access to all the necessary information about it. This includes your company’s address, contact information, website URL, etc.
Having all of this information in one place makes it easy for your target audience to learn about you. In addition, a knowledge map enhances user confidence and the authority of your brand.
2. Improves the user experience
The knowledge panel also allows users to book movie tickets, order food in restaurants, and purchase various products. In addition, it displays reviews and ratings related to your brand.
This makes it easy for your potential customers to take a closer look at your products or services. It is especially useful for local businesses.
For example, when you search for “Katz’s Delicatessen” on Google, the Knowledge Panel gives you access to its location, business hours, and contact number.
In addition, you can order from the delicatessen by clicking on one of the links to the various food delivery sites. You can also consult the global note and the FAQs. All this information is useful for someone who is planning to go to the delicatessen or place an order.
3. Increases website traffic
A Knowledge Graph card allows potential customers to connect to your brand before they even visit your website. If they are impressed by your ratings and reviews, they will be tempted to visit your website.
This increases traffic to your site and improves your search engine rankings. In addition, the knowledge panel is also useful to attract potential customers to your social media accounts.
Let’s Wrap Up:
Now that you know the benefits of having your own knowledge panel, you probably have an online corporate reputation management company that can help you manage your good reputation over the internet. You should only choose a trusted ORM agency in India that helps you in this task.