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



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

Wikidata 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.

Tips To Get Your Brand in Google Knowledge Graph Without Wiki Page

Google Knowledge Graph
Google Knowledge Graph

Without a Wiki Page, Here Are Some Ways To Get Your Brand Into Google Knowledge Graph

Google has been steadily adding new features and improvements to its search engine over the years. Google knowledge graph is one such unique tool that aims to help searchers get the information they’re looking for quickly and efficiently.

To comprehend the context of a query and give the most appropriate blocks, the knowledge graph employs the power of latent semantic indexing. On the right side of the search results page, the knowledge graph panel is usually visible.

It includes biographical information, historical events, website data, contact information, logos, linked searches, and more about a person or brand.

In 2012, Google introduced knowledge graph infoboxes to its search engine. Since then, they’ve transformed the user’s search experience. As of October 2016, the Knowledge Graph has over 70 billion information and had answered around 30% of all monthly searches.

The knowledge graph, on the other hand, isn’t just about improving the user experience. It provides an opportunity for online firms to boost their online visibility and stand out. We’ve put together some recommendations in this article to help any brand rank with a Google knowledge graph.

A tried-and-true 6-step method for getting your company listed in Google’s knowledge graph.

According to Hubspot, the capacity to swiftly obtain information is the most crucial feature of effective site design for 76 percent of internet consumers. This is in keeping with Google’s goal of using knowledge graphs to improve the search experience for all users. As a result, brands should concentrate on putting their company data in the correct location. Google will be able to recognise business information as an entity and create a knowledge graph in this way.

Methods to get into Google’s knowledge graph

1. Implement schema markup on your website

Implement schema markup on your website
Implement schema markup on your website

One of the ways to help your brand appear in Google’s knowledge graph is to use schema markup to tag objects on your website. Schema.org rich snippets appear in about 36% of Google search results, implying that Google likes websites that use schema markup.

Schema markup is a coding template that you may apply to your website to assist search engines understand how your material is organized. It makes crawling your site pages easier for search engines. Events, pricing, location, ratings, reviews, and any other form of material may all be marked up with schema markup.

Here’s a simple schema markup that informs the search engine that the website is owned by a company. It also reveals where the company logo is located.

Schema markups can be difficult to understand, especially for non-technical users. Fortunately, there are numerous resources available on the internet to assist you in the creation of structured data.

Correct schema markup implementation aids Google in organizing information about your site, giving you an advantage in search results with rich snippets. It also enhances the likelihood of receiving a Google knowledge graph with a lot of detail.

2. Get your brand on local business listings

Get your brand on local business listings
Get your brand on local business listings

To determine if your brand should display in the knowledge graph panel, Google consults local listings and business directories. As a result, it’s critical to obtain a Google My Business listing. Google listings are especially useful for increasing local visibility in Google Maps and Google search.

Google listings are typically prompted by location-based search searches. If a user searches for “digital marketing agency London,” for example, your local directory listing will provide Google with information about your website, location, business hours, and contact information. Your brand has a better chance of appearing in the knowledge graph if your listing matches the search intent.

Other directories to consider are Yelp, Yahoo Small Business, and Bing Places for Business, in addition to Google My Business.

Consider submitting your information to industry-specific directories like Great Schools. Google My Business, on the other hand, is the most valuable because it allows you to share business information with Google’s database. The knowledge graph may quickly draw the facts about your brand here.

3. Create well-formatted content and promote it

Create well-formatted content and promote it
Create well-formatted content and promote it

Producing high-quality content is an effective SEO approach for both Google knowledge graphs and your target audience. As you may be aware, Google favours valuable material that corresponds to user intent; therefore, you should write every content with the reader in mind. You’ll catch Google’s attention this way.

Here are some tips for optimizing content for knowledge graphs in terms of formatting:

  • Produce high-quality, long-form writing that goes into great detail on the topic.
  • Include a brief description of the author, brand, or topic. This is not the same as the meta-description.
  • To make your text more organized, use subheadings to divide it into sections.
  • By highlighting parts such as significant features or benefits using bullet points, you may make your material easier to read.
  • Link to relevant content or pages on your website.
  • Make use of high-resolution photos, movies, and other visual aids.
  • Finish with a short, appealing paragraph that, if possible, incorporates a call-to-action.

To appear on the knowledge graph, your article must contain exceptional information on a certain topic. This means you must outperform your competitors, then promote it to generate interest.

4. Proper use of keywords

Proper use of keywords
Proper use of keywords

The Google knowledge graph recognises entities, disambiguates them, and searches the database for related entities. Keywords are the things that link websites to specific search queries in this situation. Without keywords, the search engine would be unable to connect material on your website to specific websites.

To improve your chances of appearing in search results and the knowledge graph, include goal keywords in all of your website’s content. As a rule, include your keyword in your URL, title tags, meta-descriptions, picture names, and alt texts.

Use the term throughout the introduction, headings, body, and conclusion of your copy. However, prevent keyword stuffing by allowing the keywords to appear naturally in the text.

5. Create social media profiles

Create social media profiles
Create social media profiles

Lack of a strong social presence is one of the reasons your brand may be absent from the Google knowledge graph. Your brand’s online presence is demonstrated by a high level of activity on social media profiles. One of the reasons for the Google knowledge graph’s exclusive part indicating a brand’s social status is because of this.

There are various icons at the bottom of the knowledge graph when searching for a renowned brand on Google. As an example, consider Tesla. The five icons indicating the brand’s presence on Facebook, Instagram, Twitter, LinkedIn, and YouTube are worth noting.

Creating social media profiles, on the other hand, is insufficient. Regular posts, reviews, and new streams of high-quality content are required to keep you engaged. Maintaining a high level of engagement boosts your visibility while also informing Google that your brand is active.

Google is more likely to promote your brand in the knowledge graph results if you stay active on social media. So, even if social media isn’t a big part of your marketing strategy, now might be a good moment to give it a boost.

6. Get covered in press releases and other reliable information sources

Get covered in press releases and other reliable information sources
Get covered in press releases and other reliable information sources

Obtaining extensive coverage in independent and trustworthy information sources can help you gain a foothold in the knowledge graph. When a brand appears in respectable news sites via press releases, for example, it develops credibility and may appear on various websites, including the Google news section. This not only raises the brand’s internet visibility but also provides reference material for its profile. Brands with consistent references from many reliable sources are more likely to be recognised by Google’s knowledge graph.

The benefit of receiving extensive coverage is that information is gathered and corroborated from a variety of sources. As a result, there’s no need to rely on a Wikipedia entry. You can start enhancing your brand’s profile on websites like LinkedIn, Crushable, and Bloomberg if your business is well-known enough on Wiki or if it doesn’t have one at all.

Because you’re not limited in terms of scale, this last issue should be a sticking point for every brand. Multiple reliable sources can be used to verify the information about your brand. Focus on generalist news sites like Inc, Reuters, Globenewswire, PRNewswire, and Businesswire as often as possible. Use specialized news sites such as Geekwire, Marketwatch, and TechCrunch as well. The bottom line is to raise your presence on credible news sites that are relevant to your speciality business or geographic location.

Finally, consistency is a general concept that should be followed in every marketing approach. It will be tough for Google to display customers accurate information about your brand if your internet presence is inconsistent.


The Google knowledge graph serves an important part in improving Google users’ search experiences. It has a big impact on online exposure for brands. It displays key information about your brand, allowing potential buyers to learn more about your company’s products or services without having to visit your website.

By increasing organic traffic to your website, optimizing for Google’s knowledge graph can help you expand your brand. Any technique that promotes business growth is well worth the time and effort, so follow the guidelines above to get a seat in Google’s knowledge graph.

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