The Google knowledge graph is the database of information carried by the search engine. The information is presented in an infobox. This feature started in 2011 and has no advanced to all sorts of SERPs. The Google knowledge graph covers over 18 billion facts, and by the end of 2016, it held about 60 billion facts. The big criticism with this tool is how it gives answers and facts without citation. Even though it pulls information out of the sources uploaded on the general search engine, there is no real way to verify it.
Example of InfoBox
The Search Knowledge Graph and SEO
The search knowledge graph is a priority for content marketers because it is where the first clicks are made. If you do not invest in the infobox, you will get left behind.
The SERP collects structured data and semi-structured data, such as schema and even social media profiles. This asserts the need for content creators to diversify their content. There are many different ways to attract viewers.
How Bias exists in Search Knowledge Graphs
Research at the University of California proved that search knowledge graphs are designed in ways that manifest Bias. This research aims to give light to how google can de-bias the information users are exposed to first.
Google saves billions on search knowledge graphs because they scale down on information visuals – the storage space is much smaller than carrying large content.
Here are how Bias exists
- Data Bias
- Schema Bias
Only those who can apply schema will have their information brought forward. This sidelines many credible sources of information.
- Inferential Bias
These systems are reliant on AI, and AI is a machine at the end of the day. The underlying data machines used for training can be unilateral so that machines will perceive that as reality.
- Human Bias
Finally, Google standards are checked by AI and humans. People that edit Wikipedia pages are NOT normal. They are certainly not representative of society. The majority are not paid to be unbiased, so these users must ultimately have an ulterior motive for editing content. Therefore, those who are being paid to be unbiased are experts in ontologies and encyclopedias… so they cannot be experts in the content being curated. They, therefore, rely on citations from third-party sources instead of critical thought to edit the content. Either way, the Bias is obvious and human.
The Benefits of Search Knowledge Graphs
- Helps Google understand the search intent
- Helps Google accommodate voice searches
- Better Brand visibility and authority
How to get into Google Search Knowledge Graphs
- Set up your PR and Link Building – spreading link juice/ gives the impression that your brand or company is being talked about on the internet, and that helps because google likes brands that get talked about on the internet
- Use Schema Markup – schema.org
- Sign up for Google my business (if you have a physical store)
- Create a Wikidata.org entry/Create your own Wikipedia page
- Be consistent