Knowledge Graph and Semantic Searching
We’ve all done it. We’ve all gone down the Google search wormhole. You know, the sudden desire to check movie times for your local theater that invariably shifts into an in-depth search campaign on the formative years of your favorite movie’s key grip. Or is that just me?
Google Unveils the Knowledge Graph
Well, Google’s nifty search feature, Knowledge Graph, is a search engine tool designed to enhance your organic search results and help bring you the information you really want.
The Knowledge Graph is essentially a knowledge hub containing more than 570 million objects and 18 billion facts. The search tool seeks to contextualize your inquiries through semantic searching, which will interpret your search terms and provide relevant results.
Here’s a screenshot sample provided by Google:
Say you’re searching for Marie Curie. The Knowledge Graph provides relevant information stacked in the right sidebar while also linking to related content (Curie’s country of birth, elements she discovered, and other influential minds in science).
How Does Knowledge Graph Help with SEO?
One cool ancillary benefit of Google’s Knowledge Graph implementation is the possibilities in brand management.
The Google Knowledge Graph gets its info from Wikipedia, Freebase, and the CIA World Factbook. Now while brands can’t control the CIA Factbook, they can mine the other sources for SEO opportunities.
By simply creating a Wikipedia page, and editing accordingly, brands can essentially control what the Knowledge Graph learns about your organization or business, and how the information will be disseminated in search results.
Some Limits of SEO with Knowledge Graph
Since the Knowledge Graph provides useful and effective search results, users will be less likely to click-through on paid and organic results since their answers may be satisfied on the front page.
This will undoubtedly influence how companies implement their organic or paid search strategies.
Organically, front-page exposure has never been more coveted. Users will be spending more time on the first page of search results, and will navigate away much quicker. It won’t cut it to be buried on the second or third page of results.
For paid search, campaigns that feature pay-per-impression spending versus pay-per-click will have to optimize their strategies for certain terms that aren’t likely to convert.
For example, imagine an e-commerce company called Edison Light Bulbs. General searches of “When did Edison invent the lightbulb?” could easily be handled from the Knowledge Panel, but a Cost-Per-Impression ad could conceivably fire and cost the company ad dollars.
How to Leverage SEO and the Knowledge Graph
Savvy marketers are adapting to the changes by understanding which of their relevant keywords may be triggered to the Knowledge Graph in search queries and optimizing from there.
The focus is shifting from abundant substantive content towards the qualitative value of your website. The SEO emphasis of quality over quantity is a cliché but no less true.
Increased site authority and semantic correlation to relevant content will assist ALL websites in gaining better footing with Google and Knowledge Panel results.