The Google Knowledge Graph is a huge database of key stats, information and facts. It allows Google to display facts, information and overviews about popular “entities” in the SERPs.
Entities are simply well-known people, places and things.
Think of the Knowledge Graph as a huge interconnected web of billions of facts and figures.
This is where Google gets all the information they display in the SERPs when you Google something or ask a question.
But that’s not all…
Google’s Knowledge Graphs power the data behind Google Knowledge panels as well.
If the graph has enough information, it will display a panel when someone Googles your name or business.
Let me explain:
Search for actor and filmmaker John Krasinski on Google.
His Knowledge Panel is displayed on the right side of the SERPs.
The Knowledge Panel has lots of information about John Krasinski, such as his birthdate, age, spouse, height and social media links.
You can click on any of these to learn more about that specific detail.
The graph gives you an overview of John Krasinski and lets you explore how different details are connected.
This information is pulled from Google’s Knowledge Graph about John Krasinski.
This is valuable to searchers, but getting listed in Google’s Knowledge Graph is also a way to increase visibility in the SERPs.
We’ll dig into that more in a bit.
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What Will I Learn?
Google Knowledge Graph works by collecting data from a wide range of sources.
These sources include:
It uses this data to create an interconnected web of facts and entities.
When you search for something, Google uses this web to understand the context and relationships of what you are searching for.
The algorithm can then provide detailed and relevant information in an easy-to-read format.
This can include:
These are all examples of the Knowledge Graph in action.
The information is usually displayed at the top of the SERPs. It’s quick and efficient, helping you get the answers you need faster.
Here’s an example:
Do a search for the query – When was the roman empire founded?
Because Google has the key facts about The Roman Empire in their Knowledge Graph, the algorithm gives an answer directly in the SERPs.
It also provides a featured snippet and Knowledge Panel beside the result.
This gives you the immediate answer and the next steps if you want to explore more.
Google’s index stores billions of facts to display this information quickly and concisely.
Follow these steps to get into Google’s Knowledge Graph:
Setting up a Google Business Profile allows you to control and verify your business information on Google Search and Maps.
It increases your visibility in local searches and can even lead to being featured as a Knowledge Panel.
Google uses the information you provide in your Google Business Profile to better understand your business.
This is one of the key starting points of being added as an entity to their Knowledge Graph.
Adding structured data markup (schema) to your website helps Google better understand your site.
It also helps them understand the important facts and categorise them accurately.
That means they can better understand you, your business, your website and more importantly…
How it’s all related!
This increases the chances of them building a Knowledge Graph around you (or your business) and getting more features in the SERPs.
A robust online presence means:
This boosts your domain authority, making it easier for Google’s algorithms to recognise and include your entity in the Knowledge Graph.
Mentions from other sites that Google already trusts is an important step to being added to their Knowledge Graph.
Wikipedia is the main place where Google collects facts for their Knowledge Graph.
That means creating your own Wikipedia page will go a long way to helping you get added to it.
This trusted source is proven to provide reliable information to Google.
They constantly use Wikipedia to verify and display entities in the organic search results.
Once you have created your own page, focus on building Wikipedia links to connect the platform to your website.
Google collects information and data on just above everything they crawl.
But they only want to display well-known and popular entities in the search results. That means you need to establish yourself as an authority in your industry.
How do you do that?
Consistently produce high-quality content about niche-relevant topics.
This not only improves your search rankings but also increases the likelihood of Google featuring your content in Knowledge Panels.
Don’t forget to promote that content online, your email list and across your social media profiles.
This ultimately links everything back to you and promotes you as more of an authority to Google.
Did you know that Google crawls and indexes posts from social media?
They also index social media profiles and accounts.
Active and verified social media profiles on platforms like:
…can contribute valuable information to Google’s Knowledge Graph.
Make sure that you have completely set up your profiles.
Add the important facts and information that Google displays in their knowledge panels. Don’t forget to provide a link back to your website.
Remember:
You should have exactly the same information on your social profiles, website, Google Business Profile, Wikipedia page and anywhere else you’re mentioned on the web.
Google verifies information by crossing referencing with multiple sources.
If those sources all say the same thing – You increase your chances of being added to the Google Knowledge Graph.
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