Week 11 – Knowledge Graph

It’s week 11 of the A to Z of #seo – which means K for…

Knowledge Graph 🎯

…this is a Google piece of technology that connect entities & relationships. Entities are ‘things’ such as a person or a company and the relationships between them are connected by what’s called ‘edges’.

If you’ve searched for a big brand, a famous person, a film/book etc you’ve most certainly seen the KG at work.

Google is very good at working out the relationships between things to help provide better search results. For instance, if I search for “han solo actor other films”, I get a list of Harrison Ford movies because they know he played that character.

All sites & businesses can help feed the KG by using Schema markup on their pages about who they are (more on this in a few weeks), complete a Google My Business page, get a wikidata entry & being consistent about who & what they are across the web. Bigger brands amongst you can even claim a KG panel – search for your name (e.g. Boeing) and click the ‘claim this knowledge panel’ link on the right hand side of a desktop result.

The KG is a fairly complex topic and is ever-evolving, the aim of this post was to give you an introduction to it and an answer to the ‘how does Google know so much about xyz’ question I’m often asked. Have fun with this one.

Some further reading – https://yoast.com/google-knowledge-graph/ and https://youtu.be/mmQl6VGvX-c and https://blog.hubspot.com/blog/tabid/6307/bid/32898/google-rolls-out-knowledge-graph-to-make-search-results-more-human.aspx – enjoy!!