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How to use the Knowledge Graph for higher rankings

Contributor Ryan Shelley recommends looking into the content displayed in a knowledge card and using what you find to develop a smart and targeted content marketing campaign for your website.

Ryan Shelley on April 5, 2018 at 10:32 am

Google has been on a mission to transform search from “strings to things.” This mission was one of the many reasons for the Hummingbird update and the rise of RankBrain.

To pull off this extraordinary feat, Google and its team of engineers needed to create connections between their data using “real world context.” This resulted in what we now know as “The Knowledge Graph.”

Google’s goal is to create a “massive graph of real-world things and their connections, to bring more meaningful results.” When searching for information, users are no longer constrained by 10 blue links; instead, Google now displays relevant content that adds to the content of the user’s search.

For example, let’s say you want to learn more about Abraham Lincoln. After typing in the query, “Abraham Lincoln,” Google will show a “card” on the right side of your search with interesting information about Honest Abe.

Here is what the Knowledge Graph gives us inside Abe’s card:

Name.
Multiple head shots.
Title.
Short bio.
Height.
Death.
Spouse.
Kids.
Quotes.
“People also searched for.”

That’s a lot of information for typing in two words. Cleary, a result like this will benefit the searcher much more than a link. But this result can also help search engine optimization specialists (SEOs) and digital marketers.

If we look more deeply into the cards, we will uncover what type of information Google has determined is most helpful to a user. We can use this knowledge to help us deliver better results and earn more visibility.

[Read the full article on Search Engine Land.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Ryan Shelley

Ryan Shelley is the founder of Shelley Media Arts, LLC. He is passionate about helping and educating businesses owners and other digital marketers on how they can use inbound marketing, SEO and web design to grow their businesses.