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Your Brand Needs a Google Knowledge Graph. Here’s How to Get It.

by David · 8 comments

Google Knowledge GraphWith the launch of the Knowledge Graph, Google’s search is getting more intelligent. The Knowledge Graph helps search users find relevant information faster.

It’s all about search engines thinking more like human beings. Imagine you could ask any question to a search engine, and it would respond like a library research assistant.

Knowledge Graphs are the first step towards search engines with human understanding.

Having a Knowledge Graph for your brand means richer and more relevant search results for anyone looking for your business, products or services.

How can you get your hands on a Knowledge Graph for your brand?

First, let’s look at what a Knowledge Graph is.

What Is a Knowledge Graph?

Google launched Knowledge Graphs in May 2012 to help users “discover information quickly and easily”.

Announcing the Knowledge Graph feature Google said:

“The Knowledge Graph enables you to search for things, people or places that Google knows about—landmarks, celebrities, cities, sports teams, buildings, geographical features, movies, celestial objects, works of art and more—and instantly get information that’s relevant to your query. This is a critical first step towards building the next generation of search, which taps into the collective intelligence of the web and understands the world a bit more like people do.”

Most Knowledge Graphs appear to the right side of search results. Take a look at this Knowledge Graph on a search for Van Gogh:

Knowledge Graph Image 1

Others appear above search results, as with this search for famous jazz composers:

Knowledge Graph Image 2

Google says the main aims for the Knowledge Graph right now are to:

  • Help you find the right thing faster. For example, if you search Taj Mahal, do you mean the Indian monument, or the Grammy Award winning musician? Knowledge Graphs give results based on exactly what you’re looking for.
  • Give a summary of important facts. In the Knowledge Graph sidebar, Google gives the key facts about your search query. Google chooses the key facts based on what most people want to know.
  • Provide fascinating connections. The Knowledge Graph can help you find interesting facts or make unexpected discoveries.

I’m sure as Google further develops the Knowledge Graph, it will find even more innovative ways to display relevant search results (For a taste of what’s to come, take a look at Google’s introduction to Knowledge Graphs.).

Google CEO Larry Page has said Knowledge Graphs are only 1% of where he’d like them to be. It looks as though they’re a project that’s here to stay, and that will become increasingly important to brands vying for a place in Google’s search results.

How do Knowledge Graphs Benefit Brands?

Knowledge Graphs are designed to benefit Google users, rather than brands. That said, Knowledge Graphs will make the strongest, most-loved and most-engaged brands rise to the top of search results.

SEO tricks will begin to disappear as Google gets better at discovering what really matters.

So if your business really matters to people – if you provide a product or service people need, rather than being a money sucking leech – you will benefit.

Here are the big benefits for your brand of getting a brand Knowledge Graph:

  • Credibility. Knowledge Graphs are in infancy, and not every brand has one (In November 2012, only a quarter of searches for top brands triggered a Knowledge Graph entry). Because of this, having a Knowledge Graph for your brand is effectively an endorsement from Google. That gives you social proof, and boosts trust and credibility.
  • Easier to score a high Google rank. As Google polishes up the search results with Knowledge Graphs, it’s likely your brand will begin to rank top for a range of relevant search terms. No longer will you need to game Google with SEO tricks.
  • Have a say in your brand image. You can’t decide what information Google displays about your brand. However, Google pulls much of its information from your Google+ brand page, and from Wikipedia, both of which you can have a say in.
  • You don’t have to be a big brand to pack a punch. The Knowledge Graph is all about providing relevant search results. If your brand is the most relevant to a search query, for example because you’re local to the searcher, or you’re the top player in a niche, then Google will pick up on that.

How to get a Knowledge Graph for your Brand

Google decides which brands get a Knowledge Graph.

There’s no surefire way to set up a Knowledge Graph. However, there are things you can do to sway Google’s decision in your favor.

First, set up a Google+ brand page, and a Google local page for your business. Ninety six percent of brands with a Knowledge Graph have a verified Google Plus brand page. What’s more, Google Plus pages are the main information source for 92% of brand Knowledge Graphs (Stats here).

Second, get your Google+ page verified. Verification is a vital step in getting a Knowledge Graph for your brand. Knowledge Graphs tend to start showing up for brands soon after they get their Google+ page verified.

Lastly, ensure the Wikipedia entry for your brand is complete and up to date. Outside of Google+, the Knowledge Graph pulls much of its information from Wikipedia.

What are you waiting for? Get your Google+ Page set up, and have your brand listed in a Knowledge Graph.

the_10_commandments_for_building_a_brand_on_google_plus

Find out more about how to set up your Google+ brand page in our Social Caffeine ebook, 10 Commandments for Building a Brand on Google+. Download your copy from Amazon here. Amazon UK users: get your copy here.

David is Social Caffeine’s acting editor. He’s British, but we don’t hold that against him.

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{ 4 comments… read them below or add one }

Emma @ My Book Corner March 1, 2013 at 7:33 pm

how do you ensure that your Google+ page has been verified?

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David Masters March 3, 2013 at 12:47 pm
Andy Williams March 6, 2013 at 5:27 am

Good tips and an area over looked by a majority I would guess (mainly because I doubt many know you can actually do something about gaining a Knowledge Graph for your Brand).

The Wikipedia shout is a great call, I would imagine a number of Brands don’t even have an entry.

Reply

Vikas December 30, 2013 at 5:56 am

Hello David,

Good read. Have a question though. You wrote “First, set up a Google+ brand page, and a Google local page for your business”. So do you mean two separate pages need to be created? One for category brand and another one for category local?

If yes, then will both start showing up in the knowledge graph automatically or our website will have to be verified in both?

Thanks in advance,
Vikas

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