Using Knowledge Graph for SEO


With so much information available on the internet, sometimes it gets time consuming to locate information relevant to you. To ensure you get to the desired results, you need profound SEO skills.  If you are not a power searcher, worry no more because the Knowledge Graph is here to help you! The Knowledge Graph is one of the most advanced SEO tactics launched by Google in May 2012 to put you at ease and make your search results more relevant. 

Insight Understanding of the Knowledge Graph

It is the newest and the most advanced SEO techniques to power your search and search engine optimization strategies. Designed to enhance your search on the web and to help you find exactly what you are looking for, the Knowledge Graph is considered a “game changer”.

Previously, there has been a lot of discussion about the semantic web which highlights that search results have become smarter than ever. They can quickly identify words with different meanings. Did you know that the driving force behind the success of semantic web is none other than Google’s Knowledge Graph?

It is a knowledge base comprising of over 570 million objects and more than 18 billion facts. It has enhanced search engine results with semantic search information which helps matching similar information from diverse sources. This helps narrowing down information and providing the user with more refined search results. This advanced SEO technique has the capability to differentiate between words that have dissimilar meanings.

Furthermore, the knowledge graph has a smart sidebar feature that shows related facts about your search on the side of the page.

Earlier, before the launch of this advanced SEO technique, search results were not as refined. If you searched for Phoenix, the searches would split between information about Phoenix the state, the band, the spacecraft, the university and the Greek mythological bird. The knowledge Graph enables you to see specific results in a sidebar, so that you can find the most relevant “Phoenix”, with ease.

Another example could be of Frank Lloyd Wright. Before this function, if you searched for Frank Lloyd Wright, it would give combined results of his bibliography and his creations which would be time consuming if you are only looking for his architectural creations.

Advantages of Using the Knowledge Graph

Here are some advantages of the Knowledge graph that will help you understand it even better

Precise and Accurate

This is one of the most sought after benefit of the Knowledge graph. It provides precise and accurate search results specific to your needs and requirement.

Efficient and Saves Time

The Knowledge Graph allows you to browse through germane information efficiently without wasting your time on irrelevant search results.

Intrinsic Benefits to Marketers

Advertising is an important marketing tool. Advertising online is a good way to attract web traffic and gain more customers. The launch of the Knowledge Graph has given advertisers a sigh of relief. They no longer have to compete with extraneous search results for valuable search engine real estate. As the Knowledge Graph filters unnecessary results, there is less number of pages that can beat a marketer’s brand.

How to Use Knowledge Graph for Brand SEO?

The Knowledge Graph is a great way to power SEO strategies to increase their online presence and enhance their brand’s identity. It can be used to direct online consumers to sources that have the most appropriate brand messages. Additionally, if marketers keep updating their advertising content, they can take advantage of this advanced SEO tactic even more. It all depends on how smartly does a marketer uses the Knowledge Graph to ensure that the relevant brand messages are displayed in the search engine results.

For marketers to enjoy certain degree of control over the information displayed about their brands in the Knowledge Graph, they first need to understand what sources this advanced SEO technique extracts information from.

Sources Used By the Knowledge Graph to Extract Information

Not many people know that the Knowledge Graph typically screens out information from three major sources Freebase, Wikipedia, and the CIA World Fact book.  To leverage search engine results, marketers should try to submit information on these sources.

However, since marketers cannot submit information to the CIA run Fact book, they can make the most of the other two sources available. Wikipedia and Freebase offer plenty of SEO opportunities for marketers to boost their brand presence and identity over the internet.

All they need to do is create a Wikipedia page about their brand and submit it. However, the policies and guidelines pertaining to the source must be followed.

Also, these sources are useful to ensure positive online brand presence. By submitting positive information about their brand on these sources, they can counter actively the negative publicity and search engine results defaming their brand.

The Knowledge Graph summary on the side detracts users from viewing negative listings about the advertiser’s brand. This is one of the advanced SEO techniques, if used wisely by marketers; they can have an impactful online presence and also secure an edge over competition.

Knowledge Graph Content Strategy

This advanced SEO tactic is highly beneficial for on-site content strategies especially when it comes to post Google’s Panda updates. Initially when Google Panda update was not launched, it was required to develop different pages with unique content around targeted keywords. This meant that for two different keywords that meant the same needed two new pages which added no value.

However, the introduction of the Panda update made this practice obsolete by flagging such similar content pages as thin content. This posed a huge threat to SEO. Nonetheless, the advent of the Knowledge Graph resolved the Panda update issue to a great extent.

The Knowledge Graph helps making connections among semantically similar phrases. This helps optimizing a single page that has the potential to rank for all synonyms.

Also, this enables a site to show as a search engine result for multiple keywords that have similar meanings while matching the Panda criteria.

In addition to this, it makes it easier for users to find relevant data without wasting their time browsing through irrelevant information before they finally get to the desired information.

The Knowledge graph provides abundant search engine optimization opportunities for marketers to improve their ranking and counter negative listings.


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