Do you want your website to be prominently displayed on Google’s front page? Then it’s time to get on the Knowledge Graph—that box of information that appears above organic listings on mobile and to the right of the results on desktop.To improve your chances of getting listed, you first have to understand what the Knowledge Graph is and how it works.
Knowledge Graph 101
The Knowledge Graph was established to enhance search results using semantic search data and information gathered from different sources. This knowledge base provides detailed and structured information about certain topics and a list of links to related sites. The primary goal of the Knowledge Graph is to give users information that they can use to resolve basic queries, without the need to navigate to another site to procure and assemble the information on their own.
So where does Knowledge Graph content come from—and how do you leverage these sources to ensure a better representation of your company?
Before December 2014, Google used Freebase to power Knowledge Graph. This repository of well-structured data has since been shut down and all the information it contained was migrated to Wikidata, which marketers are now learning to leverage. This said, it is important to understand that information contained in the Knowledge Graph doesn’t solely come from a single source. This technology uses many sources other than Wikidata to fuel its listing.
A Knowledge Graph result can be broken down into smaller, more digestible parts—and it’s important to learn what these parts are and how they can be influenced. Below are the key elements found in a typical Knowledge Graph:
- Logo
- Company type (May be influenced by either Wikipedia or Wikidata)
- Company details (May be influenced by Wikipedia, Wikidata, and local business/organization schema mark-up)
- Social profiles (Can be influenced by specifying social links via the organization schema mark-up)
- Google+ feed preview (Possible through rel=publisher linking)
- Related companies or brands (Cannot be influenced in any way and is entirely controlled and managed by Google)
Getting a Knowledge Graph Listing
Unfortunately, there is no such thing as a magic formula to make the information about your company or brand appear on the Knowledge Graph every time a user searches for your business name. However, certain categories of businesses stand a fair chance of appearing there, provided that they have a strong online presence to begin with. Here are some steps you could take to maximize your odds of getting featured on the Knowledge Graph.
- If your business does not already have a Wikipedia profile, create one. While it is not necessary for you to have a profile on Wikipedia in order to become an entity and get recognized by the Knowledge Graph, having one will definitely help you gain an entry.
- Create a Wikidata.org profile and implement local business/organization schema mark-up on your site. Specify important identifiers like your logo, social profiles, and your Wikidata and Wikipedia profiles by using the mark-up’s SameAs element.
- To make sure that your Google Plus profile is linked, build a rel=publisher link. See to it that your profile is regularly updated with relevant information so you can get the most out of your Knowledge Graph listing.
While these steps don’t necessarily guarantee a Knowledge Graph entry, they will definitely increase your chances of gaining one. Google makes use of a wide range of different criteria in order to determine if they should display a panel for a particular query. These criteria haven’t been disclosed publicly yet. But even so, following the tips we enumerated can boost the chances of your business appearing in the coveted spot when a branded search is made.
Need help? SEOValley can boost your chances of getting a Google Knowledge Graph entry. Talk to us today!
