The notion of information remains very important since everyone is trying to access it. Google has understood this concept very well and has therefore implemented the “knowledgegraph”. The deployment of these new algorithms has completely transformed the user experience on the famous search engine.
And in a way, it benefits both professionals and visitors. On the one hand, it presents them with the results of their queries in a more efficient way. They get answers to their questions and additional information right away with one click. No need to choose and visit the links provided. On the other hand, marketers, businesses and celebrities, provided they exploit their potential well, could improve their visibility thanks to this new feature.
What are the origins and explanations of the Knowledge Graph?
The Knowledge Graph (KG or GKG) uses data from the largest databases on the web (Wikipedia in particular) and the entire Google ecosystem to try to provide the Internet user with the most direct response to their request. It is particularly effective when the subject of the request is practical or emblematic: useful addresses, places, monuments, historical figures, buildings, objects, cities, films, works of art, etc.
Concretely, we could summarize its advantages as follows:
- It allows faster and more precise answers on certain subjects
- In addition to public sources, it exploits many other sources
- It allows to quickly remove the blur around polysemic keywords
- It allows you to discover new things without doing any additional research
Is it more beneficial for Google than for the Internet user?
With the advent of google knowledge graph algorithm, the Mountain View firm lays the foundations for the semantic web which is based, among other things, on precise tags. This should encourage all sites that want to have a good positioning to structure their data and to bet more on the quality of content.
However! Although advocating the freedom of the internet user or e-merchant, the web giant seems to have once again carved out the lion’s share. With regard to certain “palpable” elements, the question of the ambitions of the search engine n ° 1 gains in legitimacy. Indeed, Google takes almost all the space available to promote its own services. Like an editorial site, most of the results displayed link to its own links:
- Searches on city or place maps return to Google Maps
- Images are retrieved from Google images
- Google My Business is asked to provide information on events
- The most visible areas of the pages are reserved for Google services: addresses and shopping, adwords, sitemaps, etc.
What are the different Knowledge Graph formats?
Present since 2012, the knowledge graph did not immediately reach its current level of efficiency. Following searches by Internet users, an obvious and very clear result appears on the right of the screen. But let’s not forget that behind all this hides a long-term job.
The tech giant uses various internal and external sources to gather information. It then presents various pooled responses to provide a specific response closest to the request. And yet, this functionality is still constantly evolving and does not concern all areas of activity. Some are more knowledgeable than others.
You want to know the age of Marck Zuckerberg, the weather in your city for next week, the opening time of a restaurant, the date of the First World War or need to perform complex calculations? The knowledge graph displays to the right of the search results the answer you are waiting for without having to consult other sites.But as said before, the requests concerned are still limited.
So far, the knowledge graph files mainly provide information on:
- Public figures (artists, celebrities, politicians, etc.);
- businesses ;
- historical dates;
- public places and addresses;
- weather ;
- the recipes ;
- sports results;
Is it interesting to appear in the Knowledge Graph?
It’s no longer a secret, visibility remains essential for any website owner. It conditions the level of traffic and its conversion rate. And as the giant of Mountain View now highlights the knowledge graph on the first page of the search results while providing a precise response to the user’s query, it becomes essential to appear there.
Yes, if the information presented in the knowledge graph satisfies the user, he will no longer click on the links in the SERPs. However, if he wishes to know more, he can visit the site in question. So, in addition to working on SEO, it is important to find a place in the knowledge graph to gain visibility and boost the reputation of your company or brand.
Indeed, if the brand or company appears there, the site is more likely to receive visitors. Moreover, its presence in this small insert testifies to its notoriety and that attracts potential customers and reassures them of its reliability. Appearing in the knowledge graph is also a great way to strengthen your brand image.
For that, it is necessary that the series of information presented is well provided to be able to benefit the company. Indeed, as Google pulls the information to display in external sources (Wikipedia, Facebook, TripAdvisor, etc.) and internal like My Google Business, it is then possible to give key information about the company and to heal the reputation of it through these channels.
From search engine to response engine
Until recently, Google’s search engine was content to provide the most relevant results for each query entered. It was then up to the user to go around the proposed links in order to obtain the desired response. Now, the engine aggregates the information and structures it on an information sheet (the Knowledge Graph Box) while still offering links.
In other words, it turns into a response engine displaying information structured around the theme sought. It is therefore possible to obtain the answer to his concern with a single click thanks to the Google Knowledge Graph architecture. To be convinced, simply enter terms like “Paris”, “Eiffel Tower” or “Albert Einstein” in the search bar and observe the structure of the results.
What has really changed?
On the screen, the Google Knowledge Graph creates some special features on the new display of results. First of all, there are now two columns: one, on the left, fairly “classic”, containing natural links, and the other, on the right, containing more precise information directly related to the question. The thematic mini-sheet on the right may also contain links, guaranteeing good assimilation.