What is Google’s Knowledge Graph


Google’s Knowledge Graph is a graph-based data storage system that Google has been using to store metadata “since May 2012.” By understanding the intent and context of the search, Google then uses this large knowledge base to provide relevant search results to the user.

The fundamental business of Google is to deliver accurate answers to all of the user’s questions. To do this, Google examines not only the search word, but also the larger relationship between the data. For the past decade and a half, Google has been gathering data. This knowledge collection has covered a wide range of topics, including persons, locations, and information associated with them.

What is Google’s Knowledge Graph?

The “knowledge graph” is a database that collects millions of pieces of information about terms people often look for on the internet, as well as the intent behind those keywords, based on previously published content. Users can access information about people, facts, and locations that are linked in some way via the knowledge graph.

How Does the Google Knowledge Graph Work

Data is stored as entities (nodes) and edges in Google’s Knowledge Graph database model. People, places, and objects are examples of entities, as are non-tangibles such as ideas, films, and television shows. Each node has edges that connect to a variety of distinct entities, forming a non-linear data structure hierarchy that represents the relationship between nodes.

By storing data in various forms, Google is able to make more informed selections about which accurate result to display. By subconsciously and intentionally browsing the web, Google continues to create new entities or edges.

When a user types a question into the search box, Google’s algorithms interpret the meaning of the words and instantly search the Knowledge Graph for the most appropriate answer. The majority of the time, inquiries are directly answered on the Search Result pages without the need to click on any of the highlighted links.

Because of the Knowledge Graph, rich results have become a frequent element on the SERP. Featured Snippet, Knowledge Graph Panel, Knowledge card, Direct responses, and Image carousel are just a few of the rich results. Nonetheless, the Knowledge Panel Graph has snatched everyone’s attention since it is visually stunning and takes up a lot of space on the SERP.

Below is an example of a Rich Result. You can see that different entities have different types of data that is specific to them.

Direct Answer

direct answer
direct answer

Knowledge Card 

Knowledge Card
Knowledge Card 

Knowledge Graph Panel

Knowledge Graph Panel
Knowledge Graph Panel

Places 

places
places

How to optimize Business for Knowledge Graph

How to optimize Business for Knowledge Graph
How to optimize Business for Knowledge Graph

It’s just as important to optimize your business for the Knowledge Graph as it is to rank at the top. The knowledge panel that appears on search results spans a large amount of real estate and raises the company’s visibility. Let’s look at what it takes to get your company into the Knowledge Graph.

Schema Markup

The best method to provide Google the proper signal about a website is to add structured data using schema markup, and using precise markup with the right characteristics is vital. It’s no surprise that it’s on every “Must have technical SEO checklist.”

Implement Organization schema markup with crucial assets like name, logo, and ‘same as’ properties to get highlighted in Google’s Knowledge Graph, notably incorporating all social profiles and Wikipedia connections in the ‘same as’ properties.

Content on the website

The most important internet presence you can have is your website. Google can represent your business as an entity by optimizing the content on your website that completely explains your business and brand.

Although it does not directly contribute to the display of rich results, it can assist Google in gathering the additional data it need. The most important on-page SEO aspect is content, and its quality can have a big impact on rankings.

Here are basic steps to format your written content (e.g., blog posts and articles):

  • Headline: Make your title catchy and succinct because 8 out of 10 people will read it. Your title should be between 60 and 65 characters long.
  • Subheadline: This is an optional step. If you do use one, make sure it clarifies the headline and is closely related to it.
  • Subheadings: Break up your data with subheadings to make it more readable.
  • Bullet points: To emphasise benefits, features, and additional information related to a specific subheading, use bullet points.
  • Conclusion: Short conclusions are more engaging, particularly when combined with a call to action.

PR, Citation, and links

Establishing a competent public relations strategy and obtaining mentions in reputable sources raises brand awareness and business name recognition on the internet. Google considers publications to be a reliable source of data, and the information acquired from them is highly appreciated.

Such precise mentions can help your company become a recognised entity in the Knowledge Graph. Links and citations of businesses on the websites of industry bodies might also be valuable.

Entry in wikidata.org

WikidataOpens in a new tab. is a part of the Wikimedia Project. Having a wiki data entry for your company is beneficial, but you must follow Wikidata’s requirements. Wikidata saves data from Wikipedia in an organized fashion.

Creation of Wikipedia Page

Creating a Wikipedia article is far more difficult than adding data to a wiki. You can only submit objective data that can be backed up by credible authority sources. Wikipedia places a strong emphasis on citing reliable sources in order to ensure that the information in the article is correct.

Wikipedia is so authoritative that the description of the entity on the Knowledge Graph panel is frequently taken from Wikipedia articles.

Social Profile of the Company

Creating a strong social profile for your company and being active on social media to generate favourable buzz. Engagement with your followers increases your brand’s visibility, which Google can use for Knowledge Graph purposes. LinkedIn and Facebook may be the greatest options for a business because they are formal and have a large following.

How Knowledge graph benefits Search Stakeholders

With its broad and vibrant results, Google’s Knowledge Graph has made the Search result landscape rather exciting. From the Knowledge Graph panel to the image carousel to direct answers, they’ve all assisted consumers in obtaining the information they require and more.

Let’s take a look at how the knowledge graph aided the user’s search results.

How Knowledge graph benefits Search Stakeholders
How Knowledge graph benefits Search Stakeholders

Quality Result 

The quality of the output has improved considerably after the introduction of the Knowledge Graph. It has aided Google in deciphering the meaning and relationship between the words in a query. It has also improved the visual attractiveness of the end result for the users. Google prioritises quality and makes algorithm tweaks on a regular basis to ensure it.

Brand Visibility 

Helps businesses enhance brand visibility by focusing on the Knowledge Graph panel, which occupies a large chunk of the Search real estate. It also includes important information about the company, such as the logo, addresses, phone number, and social media profiles. People’s faith in the brand grows as a result of this.

Search Experience 

People like speedy responses because they save time. Instant rapid replies can improve the user’s search experience. For some sorts of searches, such as “what is the temperature today?” and “who is the President of the United States?”, the fast response has been a frequent feature on the search result page for quite some time, thereby offering a favourable search experience to the user.

Voice Search Support

Optimising for SEO will undergo a tectonic change in terms of content with the introduction and support for Voice Search features. Some even believe that voice will be the future of search. The types of queries that will be searched will be very different from what we do now with keywords; they will be more like natural phrases.

With its investments in Artificial Intelligence and Knowledge Graphs, Google is better able to comprehend natural language and give relevant information than ever before. The growing usage of voice search for buying is changing the way ecommerce works and how people shop. For optimal optimization of their client’s website, an Ecommerce SEO company should keep a close eye on these SEO trends in 2020.

Because of Google’s Knowledge Graph, we may experience a rise in the number of rich results on search results pages as the company continues to learn and evolve by adding new entities and facts to its knowledge database.

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