Since launching in May 2012, the Google Knowledge Graph has become a powerful tool for brands to increase their search engine visibility. This block of data, which usually appears on the right side of the search results, includes a short summary, images, videos and quick links about the queried topic. Google sometimes displays a carousel of images at the top of results and utilizes the snippet to directly answer voice search queries.
Appearing in these rich results is a huge boost for brands because it means Google recognizes your website as a reputable source, which helps increase visitor engagement. However, incorrect content in the panel can damage your online brand presence since the Knowledge Graph is quickly becoming a trusted source of information.
Updating Your Knowledge Graph
Google mines data from online sources, such as Wikipedia, social media platforms and even your own website, to display in the Knowledge Graph. Until recently, brands have had little control over what appears in this sidebar. A new system now allows you to fix inaccurate information and improve the digital marketing messages you want to send to online customers.
While anyone can submit feedback, you must officially represent the brand in order to request a specific change. After logging into a Google account attached to your website and turning on Web & App Activity, a link appears above the Knowledge Graph asking, “Is this info up-to-date?”
You can now “Suggest a Change” to update or add facts, such as a phone number, physical address, logo, CEO name or social profile links. You cannot replace the main image with an advertisement or edit the subtitle, Wikipedia snippet or “People also search for” section. Google verifies the data for accuracy with a second source, so make sure your website and all social profiles are also updated with consistent messages.
Optimize Your Online Brand Presence
You can use several online marketing strategies behind the scenes to strengthen your Knowledge Graph results. These same steps also increase your likelihood of generating or appearing in a Knowledge Graph even if you aren’t a famous person, own a popular place or run a well-known organization. It can take three to four months to see your efforts appear in the search panel.
The first step in becoming an entity is to optimize your website for queries. Adding schema markup coding about what you do and where you are located helps search engines quickly identify these important details.
The Knowledge Graph draws data from Google+ and Google My Business as well as Wikipedia and Wikidata, so having profiles on these free platforms feeds information to the search engine. The sidebar’s rich content is also pulled from your recent social media posts and website blog. Increase your chances of landing in the Knowledge Graph by optimizing all online profiles with the same factual details about your brand and a quality image.
While Google has been blamed for noticeable drops in traffic, the Knowledge Graph can actually strengthen your online brand by increasing visibility, confirming your credibility and adding your links to the top of the search results.
Photo credit: Josh Felise – Unsplash