A couple years ago, Google launched a little-known feature called knowledge graph, and recently rolled out a few changes to it (again, on the down-low). While most of us never heard anything about it, but we have all certainly seen the impact in our search results.
Just take these search results for “jfk”. In it, we not only see search engine result page (SERP) for “jfk”, but an excerpt pulled from Wikipedia, some additional biographical facts (also pulled from Wikipedia), some additional searches (in this case, other political figures) that other users also search for, and some recommended alternate search (such as for the airport and the film).
Another area where you’ve probably seen Google’s Knowledge Graph in action is with Answer Boxes, such as this one for “when is miley cyrus birthday”. Here, we not only get the answer to our question as the first result, but a bunch of “related people” birthday results, as well as some biographical info about Miley as pulled from Wikipedia.
So what’s my point?
So you’re probably wondering what JFK and Miley Cyrus have to do with marketing your website, right? I mean, isn’t that why you’re reading this? ‘Cause you want to market your site and it’s products/services?
Well, I can think of at least 3 good reasons why you should care about Google’s Knowledge Graph:
- Increased Visibility – basically, it gives a chance for your brand (or products) to show up in related searches (such as those for your competitors).
- Reputation Management – the Knowledge Graph gives you an opportunity to pimp out and capture/control more the SERP real estate on brandname searches, making you look a lot more credible.
- Added Discoverablility – users will discover more about your brand and its products/services on searches related to your brand or product/service keywords.
Now that I’m making a bit more sense, you’re probably wondering what you can do to reap some of the benefits of this whole Knowledge Graph thing. Well, as with all things SEO there’s (probably) no end to the things you can do to continually squeeze the most out of it. But there are 3 places you should be starting, so I guess I should give you a heads-up on each of them.
Get on Wikipedia
So you might’ve noticed that Wikipedia is kinda a big thing with the Knowledge Graph. From providing excerpts that Google pulls to helping to fueling the related searches under “See related searches”, having a Wikipedia entry really enhances your brand’s ability to become a bigger part of the Knowledge Graph.
Of course, it’s not like you just go sign up for a Wikipedia account today and just throw up an entry about itself. Rather, Wikipedia has rules about that kind of thing, and if you get caught spamming, that entry (and the user profile that submitted it) are gonna get pulled.
The best course of action, then, is know-a-guy-who-knows-a-guy. Basically, you wanna find a Wikipedia editor who’s edits/entries relate to you entry, and that’s probably going to require a PR approach. After all, Wikipedia editors have worked hard to attain their status, and they’re not gonna put it on the line just to spam the community with a copy/paste of your boilerplate.
Optimize for Google+
Now, you might be thinking “Really? Google+? Who really uses that other than Google employees who eat doughnuts?” But aside from the social network actually showing some signs (albeit slow ones) of users actually starting to use it, Google is kinda forcing it down our throats by incentivizing marketers to use it.
For starters, when content gets +1’d, it carries a bit (or a lot) more weight than it should in terms of impacting the SERP performance of that content. More importantly, having a pimped out Google+ profile offers marketers a chance to both show up in Knowledge Graph SERPs, as well as include their Follower count on PPC ads.
The point is that you’re gonna have claim/set-up your brand’s Google+ profile (if you haven’t already), and then optimize it. You can get a whole bunch of granular, useful tips on how to optimize your business’s Google+ profile from the gShift guide, but suffice it to say that it’s going to require things like:
- completing all the fields in its About section
- using and updating it regularly
- and actually building Followers who actually +1 your content
I know, another social media profile to manage and maintain, right? But it’s really not that hard, and your social media intern or community manager probably isn’t busy enough, anyway, so you mind as well get a little bit more for the salary you’re paying them.
Structure Your Data (with Rich Snippets)
If you wanna reap the SEO benefits of the Knowledge Graph, you’re gonna have to turn an eye to your actual site, too. Basically, you’re gonna have to make sure that all the content on your site has been sorted, categorized, and tagged in a way that Google know where into the Knowledge Graph it fits. And you do that by structuring your data.
You’ve most certainly seen search results affected by structured data. Such results are commonly referred to as having rich snippets, and rich snippets are pretty much anything that features extra data on the search result’s landing page. The example for “lasagna recipe” above, for instance, includes users ratings for that recipe, the number of reviews it’s received, the cooking/prep time, and even the how many calories per serving this recipe has.
Rich Snippets are available for just about any kind of content you can think of, from product pages and videos results to movie and real estate listings. Regardless of what product or service your brand offers, you can probably find a mark-up scheme on Schema.org. The site provides guidelines on how to integrate structured data mark-up on just about every kind of content, and while properly implementing it can be a headache for your web integrator, that’s their problem, not yours 😉
Do it Right, Do it Yourself
Google’s Knowledge Graph is pretty much about helping users find all kinds of content that’s (possibly) related to their searches. To do that, Google has figure out what’s related to what, and as much data as the search giant has, that’s a pretty big effing job with a lot of room for errors.
So if you’re interested in leveraging the Knowledge Graph and pimping your brand’s SERP performance, don’t wait for Google to figure out (and maybe misunderstand) what kind of content you have. Instead, get off you ass, and take matters into your own hand.
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