The Secret Behind Google’s Knowledge Graph

For years, Google has undoubtedly been the biggest driving force when it comes to internet search engine progression.  And for good reason: Google has led cutting edge efforts and techniques in the world of search queries, while pushing for better results and an improved user experience.  I use the term “better” quite loosely.  In fact, a more appropriate term might be “quality.”  While other search engines are slowly catching up to similar models, Google is at the forefront of demonstrating how it perceives relevant search queries should work.  “Quality” pertains to Google understanding your search intent and filtering out irrelevant or less-important results.  And when it comes to individual searches, Google is usually right.

For instance, Google is currently building the “Knowledge Graph.”  Google says that this is a “massive graph of real-world things and their connections to bring more meaningful results.”  Users of the search engine can use the Knowledge Graph to answer questions they never thought to ask and it’s Google’s ultimate goal to help these users discover more.

To the right is an example of a Google search result for “Larry Page”.  The outline in red shows  Google’s Knowledge Graph results.  This type of approach ties everyone and everything together with a unique bond of relevance, ensuring that search results are high quality in nature.

So, how does your business become a member of the Knowledge Graph community? 

The Secret Behind Google’s Knowledge Graph image Knowledge Graph 1 300x250The Secret Behind Google’s Knowledge Graph

The Knowledge Graph Community

To become a member of the Knowledge Graph, you will need to become an entity in Google by creating a Google+ profile.  You can then create a business page through your profile.  But what is Google+?  Google describes the “+” as:

“The social networking added to all of Google’s other services, including Gmail, YouTube, and Blogger. Google+ brings popular social-media features like comments, photo- and music-sharing, video chat, etc. to your social circles. It’s basically what any user chooses it to be, from an ongoing conversation to a platform of self-expression, with tools for making it as individual or collective as you want.”    

Google+ also provides an authentication mechanism that allows Google to discover the “real” entities (people or businesses) behind the content and measures their authority on a subject or specific field.  Google+ pages provide businesses, products, brands, entertainment, and organizations with a trusted identity and presence on Google.  It puts a name and a face to your content and is very important in maintaining your brand’s integrity on Google.

Now that you have discovered what Google+ is, you can take the next step. You’ll want to connect your Google+ business page, and authenticate your website with that page.  Step-by-step detailed instructions on how to do this can be found in Google’s support doc.

Using rel=“publisher”  

The code snippet you are adding to your site is called rel=publisher”. Previously, Google relied heavily on rel=author” which tied your personal Google+ profile to individual articles.  Now, thanks to rel=publisher”, your Google+ business page is connected to your website and this almost certainly provides better branding for navigational queries.  While little is known yet about the long-term effects, it is widely believed that it can also positively affect your site’s rankings.

The Schema Effect

Search engines have always looked for ways to enhance the user experience by providing only the most relevant of results to search queries.  Yet only recently, have they really begun to expand on that thought and explore how to introduce truly useful results.  How can the search engines improve the quality of results and how they are displayed?  One way is through the implementation of schema.org markup. Currently, search engines like Google, Bing, and Yahoo rely on this markup to improve the display of the search results, making it easier for users to find desired web pages.

Schema.org is a shared data system that is very structured and is quite accurate.  The descriptions that are placed within these tags are detailed and help search engines find precisely what users are searching for.  This type of markup enables search engines to understand the information on web pages and provide enhanced search results in order to make it easier for users to find relevant information on the web.

Schema.org simplifies it even further:

“HTML tags tell the browser how to display the information included in the tag. For example,

Avatar

tells the browser to display the text string “Avatar” in a heading 1 format. However, the HTML tag doesn’t give any information about what that text string means—”Avatar” could refer to the hugely successful 3D movie, or it could refer to a type of profile picture—and this can make it more difficult for search engines to intelligently display relevant content to a user.”

By implementing Schema.org structured markup on your website (for products, articles, places, events, reviews, etc.), this allows search engines like Google to better understand details of your company to present relevant consumers through search engine result pages (SERPs).  This type of SEO/marketing is effective and focuses on consumers who are actively looking to buy your products and services.  Below is an example of a search engine result for the keyword term “leather sofa” and the resulting Rich Snippet due to proper Schema.org markup:

The Secret Behind Google’s Knowledge Graph image Leather Chair 300x163The Secret Behind Google’s Knowledge Graph

This shows that the Rich Snippet includes many relevant product details, such as: ratings, reviews and price.  These are tangible, real facts about products that are helpful to customers and potential customers alike. Those clicking on search results with Rich Snippet listings have been shown to have an increased conversion rate up to 20% higher than clicking from a standard listing.

Conclusion: making an impact with the Knowledge Graph

Google is progressing leaps and bounds with its user-centered Knowledge Graph.  To ensure that your website is getting the proper visibility and exposure from Google’s newest search engine result system, be sure to follow these simple steps:

1) Create a Google+ page for your business.

2) Connect your Google+ business page to your website 

3) Utilize Schema.org markup on your website’s products and articles.

Understanding Schema.org markup and implementing it for a single webpage can be fairly easy if you understand the code and know how to integrate it. Implementing Schema.org markup can be powerful, but marking up thousands of articles and products can be time consuming, costly and prone to error. Finding a service to automate the implementation of Schema.org markup can be highly beneficial over time.

Google and other search engines are constantly looking for ways to improve the quality of search results and Schema.org markup is playing an important role in it.  Schema.org is not going away and it’s essential to begin to integrate it into your website as part of your online strategy.

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