Optimizing for Google Knowledge Graph – 7 Steps to Getting Rich Results

Most webmasters are probably familiar with “rich results” and how they drive traffic through snippets, but the Knowledge Graph panel takes these results to a new level. This panel, compiled by algorithms and freely shared knowledge, is one of the best snippets you can get.

However, you’ll need to meet a lot of requirements to be considered by the search engine as an authority, including improving your content and linking. Also, you’ll need to match up natural language with user intent, which we’ll get into later.

But first, let’s get into some data about Google’s most relevant search results. Since over one billion devices now have Google Assistant installed, understanding user intent through the knowledge graph is vital to SEO and search engines. Moreover, 70% of all searches are expressed in natural language, so semantic ties are needed.

Knowledge Graphs

What is Google Knowledge Graph?

According to Google, Knowledge Graph is an intelligent model meant to transition it from an information engine to a knowledge-based one.

So, it uses the Knowledge Graph to understand semantic searches and their relationships to display “the most relevant information” in the Knowledge Panel.

To do this, they’ve introduced the graph to combine all of the facts, searches, and keywords to make things easier. By using latent semantic indexing (LSI) to understand what people are actually searching for, it displays content in the panel.

You’ve probably seen these panels for years on the right-hand side of the results page linked to Wikipedia or a company’s own website.

What’s it used for?

When it was introduced in 2012, the graph was static, but now you can book movie tickets, watch YouTube Videos, review a local business, and play Spotify.

And Google is now going to use the graph for image searches to add more facts to them. However, you can’t just get a panel, you have to get a knowledge card from Google that they only hand out to “trustworthy” sources of information.

When you have a card, you can suggest changes and add more to your results, providing that Google approves it. Some typical panels include:

  • Companies
  • Non-profit Organizations
  • Influential People
  • Local Businesses
  • Media (Movies, Music, Books, TV Shows, Etc.)
  • Nutritional Information
  • Products

Google Knowledge Graph Panel

How do you get a Google Knowledge Panel?

According to experts, you need to do a few things to be considered an authority, and for a Google Knowledge Panel. These steps are the jumping-off point that they all agree on, so take a look and start planning your strategy.

1. Use Schema Markup on Your Pages

Since Schema is a huge part of Google search results these days, you need to ensure that you’re using it effectively for a brand. You can find the relevant markup and fill in the information, then check it on the Rich results tool.

According to Google’s API page, there are a few Schema Markups that you can use to benefit your results.

  • LocalBusiness
  • Website (highly recommended)
  • Organization
  • Place
  • Event

2. Get Listed at Wikipedia and Wikidata.org

By now, you should have noticed that almost every Knowledge Graph Panel features data from Wikipedia. This is because Google regularly relies on the site for official website addresses. So, if you want a panel, you should consider creating one or getting a Wikipedia editor to make one for you.

Also, Google gets some information from Wikidata, a free and open knowledge base that contributes to Wikipedia, Wikivoyage, Wiktionary, Wikisource, and a lot of similar sites. So, you’ll need to link your Wikidata to your Wikipedia entry to cover all bases.

3. Optimize Google Maps & Your Google+ Business Page

If you’re running a local business, you’ll need to set up a Google My Business page with these details:

  1. Business hours
  2. Website
  3. Phone number
  4. Type of business

After that, ensure that you answer questions, respond to reviews, encourage reviews, and get local citations.

4. Link and Verify Your Social Media Accounts

When Google can’t find your website (or you don’t have one), social media can fill the gap.

Sometimes, the search engine will feature your profiles in a panel if they’re correctly verified and identified.

In fact, Google can recognize you as an official representative through your profiles like a YouTube channel, Twitter profile, and so on.

5. Content and Formats

When you’re writing content for your website with the intention of getting on the Knowledge Graph, you have to write for the audience. Because Google values information for humans over bots and it’s more helpful to users.

So, if you create content with humans in mind, you’re more likely to rank and get Google’s attention. That content needs to have:

  • A one-sentence explanation of your person, company, or concept
  • Supplemental information about who or what it is (1200+ words)
  • Links to related pages on your site
  • Images, graphics, or videos representing your topic

Something that can help here is including the following:

  • Attractive, eye-catching title
  • Keyword-rich subheadings
  • Bulleted or numbered lists
  • Brief conclusions with calls to action
  • Efficient HTML coding and Schema Markup

6. Keyword Use

Finally, your content and eventual panel need to include keywords that show up in these places:

  1. URL
  2. Title tag
  3. Meta description
  4. Image names and alt descriptions
  5. H1
  6. Introduction, body, and conclusion paragraphs

However, you shouldn’t stuff your keywords into the page, because it appears as spam to Google and other search engines.

7. Promote the Content

Once you’ve got a page with your keywords, schema, and other useful information, promote it through social media. By promoting your content and generating a buzz, you can probably create more results for Google to find.

Also, you should submit the URL straight to Google on Search Console for indexing. One important note here is that, if you have paid attention to user and page experience, you’ll probably end up in the Knowledge Graph.

Knowledge Graph Google Media

How to Request a Change from Google

When you’ve got everything up and running with a Knowledge Graph panel, requesting a change will be a two-step process:

  1. You need to be recognized as an official representative of your brand. So you need to own the website, profiles, and be signed in as the owner.
  2. Then, you can suggest a change to the images, image sizes, URLs, people, logos, and social media.

After that, Google will review your suggestions and email you to let you know if it will publish the changes.

So what’s new in Knowledge Graph?

Recently, Google launched an update to Knowledge Graph that will affect image searches and (hopefully) drive traffic to your site. In part, it will also add information about “people, places, or things” associated with the image under the photos. Reportedly, this update is intended to help searchers explore topics in detail by visiting the page where the image is featured.

A previous update that required people to visit sites to view an image is part of the update. So, if you have a knowledge graph card, you might get more traffic. Another update for product listings is also being rolled out to put top-rated products in the panel for the results page.

If you’ve ever searched for products, you’ve probably noticed the list at the top of the screen under the search bar and result filters.

Knowledge Graph Google Person

Summary of Google Knowledge Graphs and Panels

In conclusion, there’s no way to directly get a panel, but you can build up links and information through your site and sources. So, use our seven steps to get started and ensure that you are making a positive impact on free knowledge.

Let us know in the comments if it worked!