Everything you need to know about the Google Knowledge Graph and how to get a Knowledge Panel

Have you ever wondered how Google manages to deliver such precise and informative results when you search for a specific term?

The answer lies in one of Google’s most powerful tools: the Google Knowledge Graph.

The Google Knowledge Graph is a comprehensive database that stores information about billions of things (entities) and their relationships to each other.

It helps Google to understand not only words, but also the meaning behind them.

The development of the Google Knowledge Graph

The Google Knowledge Graph was introduced in 2012 and has since become an indispensable part of Google’s search technology.

It was created to revolutionize the way search engines process and present information.

Search engines used to be based on analyzing keywords and links, but the Knowledge Graph has made it possible for Google to understand meanings, relationships and contexts.

This has not only improved the accuracy of search results, but also the way in which information is displayed.

How the Google Knowledge Graph works

The Google Knowledge Graph works by collecting data from various sources and storing it in a structured database.

This data includes information about people, places, organizations and many other entities.

The Knowledge Graph uses nodes (representing entities ) and edges (representing relationships between these entities ) to create a network of knowledge.

When you make a search query, Google searches the Knowledge Graph for relevant nodes and edges to give you the most accurate and informative results.

If you want to go deeper into the technical background, you can view the patent Knowledge Graph based Search System here.

The role of the knowledge graph in search engine optimization (SEO)

For SEO professionals, the Google Knowledge Graph is of course extremely exciting.

If your website is well optimized, it is more likely to appear in the knowledge panels that are displayed in the SERPs (Search Engine Results Pages).

This not only increases the visibility of your website, but also its credibility.

The Knowledge Graph also contributes to your content being displayed in the “Featured Snippet” box or in “Rich Cards”.

How do you get a Knowledge Panel?

This is where it gets exciting. This much in advance: There is no guarantee for a Knowledge Panel and no fixed procedure that always works.

Of course, a few measures have emerged in recent years that at least improve the chances of getting a knowledge panel.

1. maintain your “About us” page

Your “About Us” page is an important place to provide Google and other search engines with information about your company. This page should clearly and concisely describe who you are, what you do and what your mission is.

Include important keywords that define your company and add contact information and links to your social media profiles.

2. create a Google My Business profile

A Google My Business (GMB) profile is essential, especially if you run a physical business. It improves visibility in Google search and on Google Maps.

Make sure that the information in your GMB profile (name, address, telephone number) matches the information on your website and your social media channels.

A fully completed and regularly updated GMB profile can increase your chances of appearing in the Knowledge Graph.

3 (If possible) Create a Wikipedia page

Having a Wikipedia page is a strong signal to Google that your company is relevant. But creating your own Wikipedia page is not easy.

However, there are strict requirements, in particular the Notability Directive, which states that only persons and companies of public interest may receive a listing. Your information must be supported by credible, independent sources.

If you meet the requirements, a well-maintained Wikipedia page can significantly increase your chances of being listed in the Knowledge Graph.

4. create a Wikidata entry

Wikidata is an open database that stores structured data for Wikipedia and other Wikimedia projects. An entry on Wikidata is an excellent way to provide Google with important information about your company.

Wikidata entries are often the basis for the data used in the Google Knowledge Graph. Make sure your entry is accurate and complete, and link to relevant sources to increase credibility.

5. rely on link building & digital PR

A strong online presence is supported by high-quality backlinks. The more often your company is mentioned on reputable websites, the more likely it is that Google will recognize you as a relevant entity.

Mentions in well-known magazines, local journals or blogs that link to your website are particularly valuable. So are appearances in prodcasts.

Invest in digital PR strategies to get this kind of attention.

6. use structured data

Structured data helps Google to better understand the content of your website. Use schema markup to store important information about your company directly in the HTML code of your website.

For example, you can use the organization markup to include details such as your company’s name, address and social media profiles. Validate the markup to make sure it is implemented correctly.

<script type="application/ld+json">
{
    "@context": "http://schema.org",
    "@type": "Organization",
    "name": "Dein Unternehmen",
    "description": "Beschreibung Deines Unternehmens.",
    "url": "https://deinewebsite.com",
    "logo": "https://deinewebsite.com/logo.jpg",
    "sameAs" : [
        "https://www.facebook.com/DeinUnternehmen",
        "https://www.linkedin.com/company/DeinUnternehmen",
        "https://twitter.com/DeinUnternehmen"
    ]
}
</script>

Find out more about structured data here.

7. create social media profiles

A strong and consistent presence on social media is another important factor for appearing in the Knowledge Graph. Create and maintain profiles on platforms such as Facebook, LinkedIn, Twitter and Instagram.

These profiles should be updated regularly and contain clear, consistent information about your company. Make sure that the names and URLs of your social media profiles match the information on your website.

The influence of entities in knowledge graphs

At the center of the Knowledge Graph are the so-called “entities”.

These are things such as people, places, organizations or concepts that are represented by unique nodes in the graph.

These entities and their relationships to other entities strongly influence how your content appears in the search results.

If your website contains relevant entities that are associated with frequent search queries, you have a better chance of ranking prominently in the search results.

How the Knowledge Graph changes search results

The Google Knowledge Graph has fundamentally changed the way search results are presented.

Instead of simply displaying a list of links, Google can now display a wide range of information in Knowledge Panels.

These panels offer users an immediate answer to their search queries, often without having to visit the website.

This is changing the role of traditional search results and forcing companies to adapt their SEO strategies in order to remain visible in these panels.

Examples of the Google Knowledge Graph in action

If you search for a well-known personality such as “Albert Einstein”, Google will most likely show you a Knowledge Panel on the right-hand side of the SERPs. This panel contains a summary of his biography, photos, quotes and other relevant information.

Another example is a search for a place like “Eiffel Tower”, where Google not only shows you links to relevant websites, but also information such as height, year of construction and images directly in the Knowledge Panel.

Google’s Knowledge Graph vs. classic search results

The difference between the Google Knowledge Graph and classic search results lies in the way the information is presented.

While traditional search results are limited to a list of links, the Knowledge Graph offers a visual representation of information directly on the search results page.

This includes everything from images and facts to related search terms and similar entities.

The graph not only makes the search results more informative, but also more interactive.

Challenges in optimizing for the Knowledge Graph

Optimizing for the graph is complex and poses several challenges for SEO professionals.

One of the biggest hurdles is ensuring that your content is accurate and trustworthy, as the graph relies heavily on the quality and reliability of the data.

Another challenge is that Google is not always transparent about how the data for the Knowledge Graph is collected and selected.

It is therefore crucial to keep abreast of the latest developments and best practices in this area.

Conclusion: The Google Knowledge Graph as the key to success in online marketing

The Google Knowledge Graph has the potential to significantly increase your visibility in search results if you know how to use it to your advantage.

By specifically optimizing your content and ensuring that it contains relevant entities and structured data, you can not only improve your website’s position in the SERPs, but also increase its credibility and attractiveness for users.

In the ever-evolving world of online marketing, the graph is a powerful tool that you shouldn’t ignore.