What is Knowledge Graph and Structure Data: A Brief Guide to Improve SEO

The goal of search engines is to provide people with the correct results for their searches. Google, the largest search engine, is constantly collecting and analyzing data to help people find the best search results. This is why Google search results go far beyond just blue links and contain featured rich snippets, breadcrumbs, site links, images, knowledge panels, etc.
A lot of people confuse Google knowledge graph and knowledge panel. The knowledge panel is on the right-hand side of the window.

So, what is a knowledge graph?

In this guide, you will learn about Google’s knowledge graph and structured data and how you can use them to boost SEO.

Image Source:https://www.jeffbullas.com/wp-content/uploads/2018/02/the-knowledge-graph.jpg

For example, take a look at Elon musk’s card in the image below. You will see how much information it provides.

The knowledge car door panel is filled with all the relevant information like facts, images, and related searches. All this data was generated from the knowledge graph.

Google stores real-world data in this way to comprehend the meaning behind search queries and understand the searcher’s intent to produce more relevant results.

Image Source:https://ahrefs.com/blog/wp-content/uploads/2020/03/01-knowledge-graph-1.png


Using Knowledge Graph for SEO

The goal of any search engine optimization strategy is to rank higher on SERPs and get more traffic. The most effective way to get high traffic on your website is by being identified in the knowledge graph and appearing in knowledge panel. Once you get your brand in the knowledge graph you will get more visibility, higher ranking, authority, and trust among searchers.

To make Google notice your website for a knowledge graph it is important to provide it with as much relevant data as you can for the search query. You need to become an authority on your subject. Conduct keyword research and find out what people search for. Optimize your content creation for the relevant keywords and make sure the website is mobile friendly.

Well known people and businesses can claim their knowledge panel and after verification, they can also edit the contents of the panel to a certain extent.


How to Get In the Google Knowledge Graph?

Here are some things you can do to improve your chances of getting into Google knowledge graph.

● Improve Link Building And PR

Links rank in the top three most important ranking factors for Google. (Source: Search Engine Land)

Image Source: https://leanport.com/wp-content/uploads/2016/04/blog.png

The more something gets talked about on the internet the more search engines notice it. For example, mentions from higher authority platforms like Forbes, Entrepreneur, Cosmopolitan etc., tell Google that you are notable and trustworthy.

Therefore, focus on good link building strategies and promote your brand on different online platforms like using marketing social media strategies.

● Register for Google My Business

If you have any type of business, then creating Google My Business (GMB) profile is a must. GMB makes brands more visible and authoritative in both Google maps and search because it gives them a local listing panel that resembles the knowledge panel.

Image Source: https://ahrefs.com/blog/wp-content/uploads/2020/03/local_listing-1.jpg

Remember: registering for GMB does not guarantee inclusion in the knowledge graph. However, providing Google with GMB listing does increase the chance of being included.

● Use Schema Markup On Your Website

Schema markup is a common markup language that some search engines like Google use to understand the content of web pages. To better understand what schema is and how it works you need to know what structured data is.


What Is Structured Data?

According to Google developer guide, structured data in a format that provides information about a web page to classify its content. In simple words, it is a well maintained and organized database that allows Google and some other search engines to understand what a web page is about. For example, a product page on an e-commerce website will include information about different products including:

  • Name
  • Description
  • Features
  • Price
  • Reviews

If the data is unstructured then Google will not fully comprehend different information present on a webpage. With link schema markup, Google understands data in a sensible way and uses that information in its search results.

Image Source: https://lawtomated.com/wp-content/uploads/2019/04/structuredVsUnstructuredIgneos.png


How Does Google Read Structured Data?

There are two ways by which Google can extract context and meaning from structured data:


Schema.org is the official markup for structured data. Schema.org was established by Google, Yahoo and Bing in 2011 as a standard format for structured data. By encoding or embedding schema on a web page you allow Google to comprehend the contents of your website in an organized fashion.


Microformats are XHTML old HTML tags that markup web content with extra context to make it easily readable by humans.

Image Source: https://wordlift.io/blog/en/entity/structured-data/


Why Use Structured Data?

Using schema.org on your website to structure data will not directly impact your ranking, but it targets your content to the right people for the relevant search query.

For example, a recipe website with a web page about pie recipes is identified by Google about “pie”. However, it will not necessarily understand how it is relevant to the particular search query. By adding recipes schema.org markup to your content, Google is better able to understand that the page is about a recipe for pie. Understanding the context makes Google realize that the web page is relevant to people searching with intent to make a pie.

This improves Search engine optimization because it accurately delivers relevant content and increases your chances of appearing in Google’s knowledge panel.

Structured data is a powerful SEO markup tool that can display your content in the knowledge panel as rich results. Both structure data and knowledge panel may not directly influence custom SEO but allow Google to understand your content. Once Google matches the content with search intent, your chances of appearing on top SERP will improve!