Google Knowledge Graph – what is it and what is it used for?

What is Google Knowledge Graph?

The Google Knowledge Graph function is visible to the user as the Google Knowledge Panel – a window with important information, photos, graphics, which is only its visualization. Therefore, these two concepts should not be treated as the same. This panel is located on the right side of the screen, at the beginning of the SERP (Search Engine Results Page) search results list, as shown below.

The knowledge card or panel contains not only information about the company, person, organization, etc., but also related search topics. You can also notice, for example, a fragment added by Content Writer, which is an example of using the possibility of interference (adding information, reporting comments and irregularities) in the content of the panel by an authorized entity. Additionally, without being an authorized representative of the entity to which the panel relates, you can send opinions and propose changes that will be verified by Google.

Returning to the actual topic, i.e. defining the essence of the knowledge graph, let’s define in a few words what it actually is.

That is why the terms panel and knowledge graph should not be confused or used interchangeably. The Google Knowledge Graph supports and creates the Google Knowledge Panel, it is also used, for example, in the interactive Google Assistant service and the Google Discover application on mobile devices, and it is also the backbone of the Google Trends tool.

What is the purpose of creating the Google Knowledge Graph?

Google’s mission is to present in this relatively quick way, verified as facts, key, sorted, current and verified answers. The creators of the browser strive to obtain the most accurate, “connected search results” associated with the organized data sets of Google’s own knowledge base, which is the knowledge graph. They do this by systematically updating the search engine algorithms.

Where does the data for the Google Knowledge Graph come from?

The information in the knowledge graph is obtained from public sources of high authority, such as the CIA World Factbook, Wikidata, Wikipedia and many others, including licensed data such as stock prices, sports scores or weather forecasts. Facts collected in the Google database also come directly from content owners, who, by the way, can propose changes to the knowledge panel after previously reporting the rights to do so.

Principles of operation of the Google Knowledge Graph

Unlike Direct Answers (Answer Box, Featured snippets) located directly above the SERP, which directs us to a single page, the knowledge graph is the result of a compilation of various sources of information associated by the search engine with the created query.

The knowledge graph uses combined structured data, which are, for example, metadata – title, page description – but not only. Marking structured data allows the search engine to determine the specifics of the page and place it in the right place in the knowledge graph.

A key role in the proper functioning of the Google Knowledge Graph is played by the browser’s understanding of the semantic meaning of information, not just determining the presence of phrases or words related to the searched topic.

The users themselves, who create queries and publish content, contribute to the expansion of the knowledge base and the improvement of the knowledge graph system, which is a combination of this base and search engine algorithms, including artificial intelligence (AI), or more precisely the main element of the algorithm, which is the machine learning algorithm – RankBrain and its extension BERT.

How to enable knowledge graph?

Earlier, we explained the difference between a graph and a knowledge panel. It is known that your main goal is to get to this panel. However, you need to know the premises that the Google Knowledge Graph system is guided by, verifying and placing information related to the searched topic, which in this case will be your business, in the knowledge card.

The Google knowledge panel is generated algorithmically, so you have no guarantee that your website will be displayed as one of the sources of information in the knowledge graph. Despite this, you can help the search engine understand the specifications and find your page faster in several different ways, which we have divided into two groups and present below.

Optimize you site for Google knowledge graph

First, it is advisable to synchronize your site with the search engine. Create an account, verify it and link it to Google services and profiles. Now you can ‘enable’ the Google knowledge graph, i.e. optimize your site to the search engine’s requirements for the knowledge graph in the following way:

• Submit your sitemap to Google Search Console – also verify your rights to the panel, this will allow you to report changes to the knowledge card;
• Label structured data (meta title, description, etc.) – don’t forget about key phrases in meta tags;
• Optimize your content – create content in accordance with SEO and take care of UX.
  

The search engine itself presents detailed guidelines for these activities in its guides. You can also get a lot of valuable information from our blog. Additionally, when creating a site, e.g. on the WordPress platform, the Yoast SEO plugin will be useful, which will help you get through the optimization process.

Get Google knowledge graph trustworthiness

The search engine evaluates a page’s value based on citations and references from other sites.

You can achieve this by following the following the recommendations below:

1. Be active on social media

Connect your company to social media profiles and verify them, make sure that you have placed correct and consistent information about yourself and your company everywhere. In this simple way, you will build linking and even get free User Generated Content. Be present especially on such services as:

• LinkedIn;
• Facebook;
• Twitter;
• YouTube.

2. Register on Google My Business 

Fill in the company details and add information about your location in Google Maps (local knowledge panel).

3. Create or update your entry or page in Wikipedia and Wikidata

This is not an easy task and your presence in the online encyclopedia is not necessary to find yourself in the knowledge graph, although mentions about you on Wikipedia, which is the authoritative source of information for the Google Knowledge Graph, will be very helpful.

4. Collect customer reveiews 

Comments and unbiased reviews work on two levels – they will significantly increase customer trust, and at the same time, make Google recognize your company as credible and verify its authenticity with independent sources.

It is generally accepted that it is advisable to obtain about thirty sources of confirmation in order to become an authoritative brand in the knowledge graph. However, this is not a strict rule, and the most important issue is the consistency and reliability of the sources of confirmation.

Advantages and disadvantages of Google Knowledge Graph

Despite the fact that the Google knowledge panel is practically a free billboard for your person or business, it can cause you some trouble. We will talk about the advantages and disadvantages of getting into the Google knowledge graph in this part of the article.

Advantages

• You will quickly reach users and present all the relevant information in one place.
• You will strengthen your authority and gain the trust of potential customers.
• You will improve the convenience of customers who can perform conversion actions directly from the knowledge panel (ordering services, buying goods, booking an appointment, etc.).
• You will increase traffic on the site – interested parties encouraged by your opinions, ratings in the card will contact you more quickly and visit the site.
• Google will understand the specification of a site optimized for the knowledge graph more quickly and will link other entities to it.
• The chances of queries appearing in voice search, i.e. in natural language, will increase.

Disadvantages

• Empty searches increase – the user will satisfy his knowledge with information from the panel without visiting your site.
• The information on the knowledge card may mislead the customer, will be outdated or not very specific, which may discourage the Internet user from further action.

However, due to the significant benefits provided by the knowledge graph, it is worth spending time and putting some work into activities that allow you to find yourself in this valuable information database.