Launched in May 2012, Google’s Knowledge Graph collects information to show about people, places, and many other things throughout the world. It gives a summary quickly and based on what others found useful. It uses semantic search to try to understand the intent and context for a query. It also aims to help you find related data by understanding the relationships between objects.
Google’s Knowledge Graph will show an answer box in the right sidebar when you enter your search query. First and foremost, what people search for determines what enters the database. A popular topic will find its way into this area without any kind of special effort.
If you want to get yourself or your company listed though, then consider these tips to push this along.
Knowledge Graph Tips
If you go back a few hundred years, what we take for granted today would seem like magic – being able to talk to people over long distances, to transmit images, flying, accessing vast amounts of data like an oracle. These are all things that would have been considered magic a few hundred years ago.
– Elon Musk
- Submit your information to Freebase
We know that the Knowledge Graph draws upon big data websites. This includes those with a good reputation such as the CIA World Factbook, IMDB, and especially Wikipedia. Wikipedia tends to populate most of the entries we see.
Though not as well-known, Freebase is a database now owned by Google that relies on its community to curate information. Find your entry on here or make a new one. Update it as fully as possible to give Google another rich source of information for the Knowledge Graph.
- Have a Google+ page and connect it with your website.
This provides both data and trust. Link this page to your website. Once again, update everything as fully as possible. Share your content on this page as well. For some businesses, it will show this content in the Knowledge Graph.
- Add structured data to your website.
Structured data is HTML markup that can boost the chances of showing rich snippets below your links in the search engine result pages. Schema.org gives you the different types of markup you can use. If this seems too technical, Data Highlighter gives another option that could serve a similar purpose.
Here are some other tricks worth considering. Pick a phone number you want to show up and validate it with this tool. Get some help to make the rich snippets describing your organization as well.
- Be exceptional.
A push is not needed for something popular. Google will have so many options to draw upon its data and will consider it relevant. Having a great product or service will always do more good for your business than any little tricks of the SEO trade in the end.
Getting in the Knowledge Graph
Some argue that the Knowledge Graph can harm a business. It can lead you to visit other sites and shows information that would have otherwise drawn you into a website for a possible conversion. This information available firsthand can drop the clickthrough rate for the links that do matter to a company.
I lean toward the exposure generally being a good thing though instead of a bad. Google’s Knowledge Graph never grabs much more than cursory information. The structured data even lets you add information you deem important to this area.
Use these tips to get yourself or your company on the Knowledge Graph. Know though that being exceptional will ease the process and also help you in many other ways.