Digesting Knowledge Graph 101


The future of the web.

SEO: A Content Marketing Asset

Knowledge Graph is the opportunity to grasp page 1 on Google, and successfully display helpful information related to your content without a user touching the web page. This helpful information includes store hours, locations, logos and maps. Sometimes Knowledge Graph can even calculate how busy your store is—all thanks to the machine learning AI by Google that attempts to appraise websites like a human. Using human behavioural metrics (bounce rates, time on site, check-in’s etc) the AI is capable of knowing the difference between a search query relating to “bugs” as insects, or “bugs” as glitches in a computer program.

Ultimately, you want anyone looking for your web site to be able to find it—Knowledge Graph is based on LSI and uses semantic search to make an AI guestimate on what you are looking for. That’s why it’s impossible to talk about Knowledge Graph without talking about content marketing.

Content Marketing is more than cat photos and silly one-liners on social media. Professional content marketing should be about leveraging the digital assets you have to gain more traffic. Ultimately the goal of all content marketing is to make some buzz, and make some money. When someone asks the question, “Why are you building this website?”, the end result should be some discrete target, financial or otherwise. After all, websites take time and effort. What is the point of investing that time and effort without an end goal? Knowledge Graph is just one of the many technical enhancements that come with quality content marketing. Knowledge Graph should always be in mind when prioritizing any digital marketing strategy. So lets get into it.


digesting knowledge graph


What is Knowledge Graph?

Knowledge Graph is Google’s way of rewarding useful, relevant and easily accessible information. By adhering to Google’s best practices for schema.org mark-up, you help Google build a databank to help solve user’s semantic search queries. With some changes in code and some technical understanding of what mark-up Google is looking for, you can leverage the information supplied to Knowledge Graph to tailor to specific business needs, and improve your Content Marketing ROI.

Once your information has been crawled by Google it is entered into a databank that is served across all platforms sending search queries to Google. Knowledge Graph is an easy way to ensure digital real estate on page one, leaving less space for ads.

Here is a screen grab of a website with proper schema.org mark up, a Wikipedia page, and lots of information available to the web crawler:

Search for “Hamilton Tiger Cats”

Here is another search query where opportunities are lost because of poor citations, and an absence of technical mark-up.

Lack of technical markup can prevent Knowledge Graph from appearing

Modern Search

Knowledge Graph is the product of modern search engines (or at least the leading search engine, Google) moving away from keywords and strongly towards semantic search. The more users search on Google, the better the algorithm will get at aligning search queries with user intent. Traditional keyword research should no longer be the focus of any SEO strategy. User intent will become the new currency in SEO. By focusing on quality content that is relevant to user queries, branded search terms and related questions, the cost of technical implementations vs. increase in traffic is worth it. In fact, incorporating schema.org markup used for Knowledge Graph can move your rankings 1-4 places in the SERP.

Pizza Pizza is delivering some fine front page real estate.

Psychology meets SEO

Since it’s inception on May 16, 2012, Knowledge Graph and schema.org markup have become increasingly popular on the web. With the frequency of updates that Google implements, the modern era of SEO requires that all Content Marketing professionals are capable of incorporating these technical mark-ups so that the search engine can easily organize data on the web. As long as your content is helpful to users and your technical markup is present, you will be eligible for a Knowledge Graph entry in the Serch Engine Results Page. So in the case of the modern content marketing strategy, there will be a unique combination of psychology and technical skills. User intent and human behavior are just as important as the technical markup on the page. Are you serving a purpose or need for a search query? Is your site even ranking for organic search traffic? A good SEO should be able to tell you why.

A holistic approach to SEO using Content Marketing

A holistic approach to Content Marketing requires Social Media, PR and SEO

Quality and helpfulness is relative to the website that you are working on. If you are writing on something boring and technical like Knowledge Graph, you should include 5-7 images per every 1000 words of text. But if it’s boring content that doesn’t help anyone, it doesn’t matter how many photos are included- keep it real, and keep it helpful if you want Google to notice.

Content Marketing requires getting inside the user’s mind and developing a strategy.

I like to relax and brain storm, almost like a mindfulness exercise.

Why am I searching for this?

What do I have to pay for it?

What will I do when I find it? Purchase it? Take information from it?

What risks are involved by trusting it?

Ranking for the phrase “radius” requires high search volume localized with intent. However, the map pack features no photos of the restaurant, as Google believes most searches for images involving “radius” relate to mathematics.

Knowledge Graph Resources

These questions cover a few basics, like how I ended up looking for something and reasons I might want to stop. Once you can familiarize yourself with the “persona” viewing your website, you can deliver the most effective content. By implementing markup for Knowledge Graph, you are helping Google organize important information about your business, helping the people in your specific niche looking to answer a question.

[schema type=”review” url=”http://lioneater.com” name=”Knowledge Graph 101″ description=”Taking advantage of SEO features such as Knowledge Graph has never been easier now that machine learning is here.” rev_name=”Knowledge Graph” rev_body=”The Knowledge Graph is the best chance you’ve got at seizing page one on Google for branded searches. This article covers the basics of Knowledge Graph 101.” author=”Justin” pubdate=”2016-03-03″ user_review=”4.5″ min_review=”1″ max_review=”5″ ]

Here are some shortcuts to improve Knowledge Graph presence from digital marketing Guru, Neil Patel.

  1. Create a Wikipedia page (this can be difficult if your business is not notable)

  2. Create a Wikidata.org article

  3. Have a G+ page that syncs with the information on your website

  4. Implement technical schema markup to specify social profiles, hours of operation and anything else that might fit your business type.


A great article by Neil Patel if you want to explore deeper into the technical aspects and psychology behind Knowledge graph.


Further reading:

Google is building Knowledge Bank

Latent Semantic Indexing (LSI)

The JSON LD Markup guide to local business


And if you’re knee deep in schema:

How to Avoid Rich Snippets Manual Penalty

Structured Data Testing Tool

A fun tool for LSI experimentation