Is The Google Knowledge Graph Really Helping With SEO?

Back in 2012, Google had made another technological breakthrough that changed how search engines serve their purpose – forever. Instead of being a passive source of information – identifying data-driven websites and showing users the way to get there by providing direct URLs – they’ve transformed into an active resource by providing useful and factual data right on the face of the SERPs.

This was the beginning of the Knowledge Graph. And roughly six years down the road, it has evolved from being just a little box appearing on the right side of the search results to being a formidable, prominent, and data-rich resource.

And for someone committedly looking for ways to rank a website in Google’s search results such as myself (and probably you too), this means trouble. Big trouble.

But hey, for those of you who are still new to SEO and have no darn idea about what the Knowledge Graph is, allow me to enlighten you.

What is the Knowledge Graph?

The Knowledge Graph is basically a web of connections. You know, how they say that everything and everyone in this world is interconnected by a single string of fate? Let’s just add a bit of science to that concept and apply it to an entire earth worth of data. When we do that, we get the Knowledge Graph.

So let’s give the romantics some credit now, shall we?

Picture the Knowledge Graph as something similar to the neural circuits communicating in your brain. They connect, overlap, and branch out to every other part that is related to their function. As of 2016, the Knowledge Graph holds over 70 billion facts. You can try to imagine how much more it has grown to this day and how much more it will grow in the years to come – but one thing’s for sure, as long as Google stands, the Knowledge Graph will just continue to grow.

How Does The Knowledge Graph Work?

Knowing that the Knowledge Graph is a data network already gives us an idea about how it operates. On a macro level, we can say that Google has made a systematic bank of data where every bit of information is connected to everything else that is related to it.

Say, you like Jennifer Lopez.

Since J-Lo is a popular public figure, there are bound to be many data associated with her name. It could be her songs, movies, interpersonal relationships, residence, hometown, sponsors, etc. Just one name can form diverse and complex connections in the Knowledge Graph. And this ‘intelligent’ database Google developed, takes all of these pieces of information together and tries to makes sense out of it. By doing so, search results become more meaningful. Instead of just crawling your website for keywords, Google gets a more in-depth understanding of what lies beyond encoded syntax – they get to uncover your website’s intentions.

Going back to our example, if you’ve ever written content about one of Jennifer Lopez’s songs – “Let’s Get Loud,” for example – Google knows exactly what and who you’re talking about. When your content passes Google’s strict quality screening process, it gets incorporated into the Knowledge Graph. The database then forms the connections surrounding your content – it can link to all videos that use or relate to the song on Youtube, to Jennifer Lopez’s bio on Wikipedia, to movies she stars in, and so on and so forth.

By creating all these connections, Google is able to understand who Jennifer Lawrence and what might people want to know about her by closely monitoring search trends and patterns.

So Is The Knowledge Graph Good or Bad For My Business?

The basic premise in SEO nowadays is this:

“Help Google and Google will help you.”

 Google plays a large part on your website’s SEO because out of several billions of searches made by people annually, roughly 65% of that is Google’s share (according to 2015 statistics). They get around 4,464,000,000 searches per day to be exact! If you want your SEO campaign to be successful, you need to rank the front pages of the king of all search engines.

Without doubt, websites need to adhere to Google’s standards – most of them being highly concentrated on improving user experience. For the past years, many SEO methods were devised to meet what Google wants. And for a good while, everything worked perfectly.

Much recently however, another concern surfaced. It’s still too early to call it a problem in SEO but it is definitely a matter we should give more thought into.

What if the very search engine you’re trying to rank is preventing you from doing it?

Such is the dilemma brought about by the prominence of the Knowledge Graph. You see, the Knowledge Graph is mainly there to help improve user experience; it does not directly do anything for websites. At first, positive correlations have been found between being an asset to the Knowledge Graph and ranking high on Google so everyone who’s into SEO started to get serious at producing rich content.

However, ironic as it may be, the Knowledge Graph may use the quality data you produce but it’ll be in the form of “rich snippets.”  And this is where much of the controversy lies.

Rich snippets are short – usually a paragraph long – excerpts taken from a good resource that appears with much emphasis on the front page of the SERPs. Google believes that by making targeted information conveniently accessible to users, they can improve the experience they have with their service. What happens is that instead of actually clicking a website’s URL, the user can already get the information they need just by viewing a snippet.

What Implications Do Rich Snippets Have On Your Website’s SEO?

If you can get the answer in 10 seconds of reading, why bother with a whole 7-minute article?

The issue is that simple but it can impact your website a great deal because of two reasons:

  1. Your website’s Click Through Rates (CTR) go down.
  2. You lose the opportunity for in-web purchases.

Of course, with users having less engagement with your website, you are bound to lose opportunities. And losing precious chances means losing money.

This is why the Knowledge Graph is leaving a bad taste in the mouth of some SEO specialists and website owners. In a recent study conducted by Internet Marketing Ninjas, they observed that first and second pages don’t get any clicks 25% to 35% of the time! The reason was because these queries had snippets turn up in the search results.

Still, some people claim otherwise. One case study by Search Engine Land found that acquiring a featured snippet can lead to bigger gains. One of their clients was even observed to have a 516% increase in website sessions.

In conclusion, whether the Knowledge Graph brings fortune or misfortune to online businesses still remains a mystery. But what we do know is that going against Google’s wishes isn’t going to improve your website any better either.

To make the Knowledge Graph work to your advantage, why not try ranking for a featured snippet instead?

Related Posts

117 Responses
  1. I’m also commenting to let you be aware of of the cool discovery my child encountered checking your blog. She came to understand a lot of details, including how it is like to have a marvelous coaching heart to get folks easily fully grasp a variety of complicated issues. You actually did more than my desires. I appreciate you for delivering such good, dependable, edifying and also cool guidance on that topic to Ethel.

  2. Thanks for your whole work on this website. My niece takes pleasure in working on research and it is simple to grasp why. We all notice all relating to the powerful ways you render worthwhile tricks via your website and therefore welcome response from website visitors on this topic while our own simple princess is without question understanding so much. Take pleasure in the rest of the year. Your performing a wonderful job.

  3. My wife and i have been so more than happy when Louis managed to finish off his researching using the precious recommendations he made through your web site. It is now and again perplexing to simply happen to be making a gift of tactics which often some other people may have been trying to sell. Therefore we recognize we need the writer to give thanks to for this. The specific illustrations you made, the straightforward web site navigation, the relationships you will make it easier to instill – it is most sensational, and it is letting our son in addition to us reckon that this subject is interesting, which is tremendously pressing. Thanks for the whole lot!

  4. A lot of thanks for each of your hard work on this web page. Kim really likes going through investigation and it’s really easy to understand why. Many of us know all of the dynamic method you make powerful steps on this web blog and as well as improve participation from people on that issue so our girl is in fact learning a lot of things. Have fun with the remaining portion of the new year. You are conducting a pretty cool job.

  5. I am glad for writing to make you know what a nice encounter my wife’s girl had studying your web site. She mastered several pieces, which include what it’s like to possess an awesome helping nature to let other individuals very easily know precisely some problematic subject matter. You truly exceeded people’s expectations. Thank you for presenting these practical, trusted, informative and in addition fun tips about this topic to Kate.

  6. I’m just commenting to let you be aware of of the fabulous discovery my cousin’s daughter experienced going through your site. She even learned lots of issues, most notably how it is like to have a very effective giving mindset to have many others just gain knowledge of chosen grueling matters. You really did more than our desires. Many thanks for distributing the important, healthy, educational and as well as easy thoughts on the topic to Gloria.

  7. I happen to be writing to make you understand what a perfect experience my wife’s princess obtained using your webblog. She noticed some things, which included what it is like to possess an excellent teaching spirit to make others with no trouble learn about specific specialized things. You undoubtedly surpassed readers’ expected results. Thanks for providing those priceless, trusted, informative as well as unique tips on your topic to Mary.

  8. Thanks for your whole work on this website. My niece takes pleasure in working on research and it is simple to grasp why. We all notice all relating to the powerful ways you render worthwhile tricks via your website and therefore welcome response from website visitors on this topic while our own simple princess is without question understanding so much. Take pleasure in the rest of the year. Your performing a wonderful job.

  9. I enjoy you because of all of the effort on this blog. Betty delights in carrying out internet research and it’s easy to see why. A lot of people hear all about the compelling form you convey both interesting and useful guidelines by means of the blog and attract contribution from other individuals about this area and my child has always been becoming educated a great deal. Enjoy the remaining portion of the new year. You’re carrying out a dazzling job.

  10. My husband and i ended up being absolutely delighted Chris could complete his homework by way of the ideas he came across from your own blog. It’s not at all simplistic just to be giving away guides many people could have been making money from. And we consider we’ve got the blog owner to appreciate because of that. All the explanations you’ve made, the easy blog menu, the friendships you assist to create – it’s all awesome, and it’s assisting our son and our family consider that that concept is brilliant, and that’s exceptionally fundamental. Many thanks for all!

  11. Howdy! I know this is kinda off topic but I was wondering if you knew where I could get a captcha plugin for my comment form? I’m using the same blog platform as yours and I’m having trouble finding one? Thanks a lot!|

  12. Thanks for your thoughts. One thing I’ve got noticed is the fact banks in addition to financial institutions understand the spending behaviors of consumers and as well understand that the majority of people max out and about their cards around the breaks. They smartly take advantage of that fact and then start flooding ones inbox in addition to snail-mail box having hundreds of no interest APR credit cards offers shortly after the holiday season concludes. Knowing that for anyone who is like 98% in the American general public, you’ll soar at the possible opportunity to consolidate consumer credit card debt and switch balances towards 0 interest rate credit cards. mllkjmn https://headachemedi.com – migraine headache meds

  13. Hey just wanted to give you a brief heads up and let you know a few of the images aren’t loading correctly. I’m not sure why but I think its a linking issue. I’ve tried it in two different browsers and both show the same outcome.|

  14. obviously like your web site but you have to take a look at the spelling on quite a few of your posts. Several of them are rife with spelling issues and I find it very bothersome to inform the reality nevertheless I¡¦ll certainly come back again.please join us.

  15. Dzięki za porad dotyczących naprawy kredytu na temat tego wspaniałego witryny. Kilka wskazówek i chciałbym powiedzieć ludziom powinno być to zrezygnować z tej mentalności że mogą obecnie i rozwidź później. Being a as be a} społeczeństwo {my|my wszyscy|my wszyscy|wielu z nas|większość z nas|większość ludzi} ma tendencję do {robienia tego|robienia tamtego|próbowania tego|zdarzyć się|powtórz to} dla wielu {rzeczy|problemów|czynników}. Obejmuje to {wakacje|wakacje|wypady|wyjazdy wakacyjne|wycieczki|rodzinne wakacje}, meble, {i|jak również|a także|wraz z|oprócz|plus} przedmiotów {chcemy|chcielibyśmy|życzymy|chcielibyśmy|naprawdę chcielibyśmy to mieć}. Jednak {musisz|musisz|powinieneś|powinieneś chcieć|wskazane jest, aby|musisz} oddzielić {swoje|swoje|to|twoje obecne|swoje|osoby} chcą {od wszystkich|z potrzeb|z}. {Kiedy jesteś|Kiedy jesteś|Kiedy jesteś|Jeśli jesteś|Tak długo, jak jesteś|Kiedy} pracujesz, aby {poprawić swój kredyt|poprawić swoją zdolność kredytową|zwiększyć swój kredyt|zwiększyć swój kredyt|podnieś swój ranking kredytowy|popraw swój kredyt} wynik {musisz zrobić|zrobić|faktycznie potrzebujesz|naprawdę musisz} dokonać kilku {poświęceń|kompromisów}. Na przykład {możesz|możesz|możesz|możesz|będziesz mógł|| możesz|prawdopodobnie możesz} robić zakupy online {aby zaoszczędzić pieniądze|aby zaoszczędzić pieniądze|aby zaoszczędzić} lub {możesz przejść do|może się zwrócić|może odwiedzić|może obejrzeć|może sprawdzić|może kliknąć} używane {sklepy|sklepy|detaliści|sprzedawcy|punkty sprzedaży|dostawcy} zamiast {drogie|drogie|drogie|drogie|drogie|drogich} domów towarowych {dla|w odniesieniu do|dotyczących|odnoszących się do|przeznaczonych dla|do zdobycia} odzieży {strzykawki insulinowe 1ml|strzykawki tuberkulinowe|strzykawki|strzykawka|strzykawki insulinowe|strzykawki do insuliny|strzykawki trzyczęściowe tuberkulinowe|strzykawka tuberkulinowa|strzykawka insulinowa|strzykawka do insuliny|strzykawka trzyczęściowe tuberkulinowa}.

  16. First of all I would like to say terrific blog! I had a quick question that I’d like to ask if you don’t mind. I was curious to find out how you center yourself and clear your thoughts prior to writing. I have had difficulty clearing my mind in getting my ideas out there. I truly do take pleasure in writing however it just seems like the first 10 to 15 minutes tend to be wasted just trying to figure out how to begin. Any ideas or hints? Kudos!|

  17. Cool blog! Is your theme custom made or did you download it from somewhere? A theme like yours with a few simple tweeks would really make my blog stand out. Please let me know where you got your theme. Thank you|

Leave a Reply