All Google users already know how the search engine’s Knowledge Graph looks like — it is the base of knowledge collected by the search engine that includes entities and the relationship between them. From it, users can get a response for their query fast. It is one of the consequences of Google’s zero-click strategy.
As always, anything introduced by the search engine can be somehow used by businesses for promotion. How does Google Knowledge panel affect search and SEO? Let us try to figure this out. Overall, the Knowledge Graph is a good function for both users and SEO. The first ones get more relevant search results, and business owners get more traffic to their content. But not everything is so positive — there is also the reverse side of the coin.
How the Knowledge Graph Impacts the Search
Here are the four aspects, both positive and no so much positive for brands and businesses, to be considered:
- Google Understands the Content of the Search Query Better
Links are good for determining the quality of the content, but not its relevance to the search query. It is not a problem if the text of the requests matches the text in the content: Google may use various signals such as the number and diversity of backlinks to display the most relevant results from its index.
However, people don’t search in this way all the time. Every person has their own way of describing the same notion. In situations like this, the Knowledge Graph comes to the rescue, which makes it possible for Google not only to identify keyword matches but also to produce more relevant results because of a better understanding of the search query.
- Google Can Do Voice Searches Better
More than 1 billion devices have already got a built-in Google Assistant, and about 70% of queries are entered in natural language. So, it is more crucial for Google to understand the search query meaning from voice requests. How does the Knowledge Graph help with it?
It assists Google in the recognition of entities and attributes in spoken language queries. Think for a second and compare how you enter queries in text versus how you speak. The difference is significant, isn’t it?
- More Popularity and Credibility for Brands
Google displays Knowledge Graph data in search results within items called ‘knowledge boxes’ and ‘knowledge cards.’ This means that if your brand is included in the Knowledge Graph, you will get all the benefits of being displayed at the top of search results — the increase of brand recognition and also even the faith of the users searching for responses to their questions. Also, due to the Graph, your logo will be displayed on the SERP page even if a request contains no brand mention.
- People Are Less Likely to Go to Search Results
Rand Fishkin has carried out a study recently. As per the results, more than 50% of all the searches, people do not click on any of the links in the SERP because they find responses to their questions in the Knowledge Graph.
All in all, the Knowledge Graph is still a chance to increase your brand awareness, which has a positive impact on SEO and your marketing campaigns. Therefore, consider adding your business to Google’s Knowledge Graph.