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Video: Get to Know the Knowledge Graph

Do you know the Knowledge Graph? More importantly, does the Knowledge Graph know you?

Allow us to introduce the two of you to each other, and share some insights as to how your new relationship with 'K.G.' will ultimately bring users closer to your brand.


Kristan Dauble: Hi, everyone. Kristan Dauble here, Director of SEO Knowledge at RKG. Today we're going to talk about some of the knowledge graph basics, like what it is and where the information comes from.

The knowledge graph is a knowledge base launched by Google in 2012. It's meant to connect entities and help users better understand a person, place, or thing. It represents a move toward semantic search, where Google can provide more relevant information to users regarding brands and entities. Leveraging the knowledge graph can be important for brands, not only because it creates a more interesting search result, but it also helps connect your brand to users on the SERP level.

The knowledge graph is found on the upper right-hand corner, typically. But it's important to know that not all searches, or queries and results will actually have a knowledge graph result.

Now that you know what a knowledge graph is, let's talk about the different types of knowledge graph. For instance, if you were to search 'Google,' you'll find in the upper-right-hand corner pertinent and relevant information about the company, such as when it was founded, where it was headquartered, recent Google+ posts, as well as relevant competitors.

Another type of knowledge graph can also be seen with musicians. For instance, if you were to search 'Beatles,' you'll see information about the band, as well as individual songs and titles.

A third type of knowledge graph result can be the top carousel. This typically is found for local results. For instance, if you were to search 'restaurants in San Francisco,' you'll see a listing of local restaurants at the top.

The knowledge graph pulls from a variety of different sources. However, the known sources that Google pulls from can be Google+, Wikipedia, Freebase, CIA World Factbook, as well as schema markup, such as rel="author" and rel="publisher." If you're looking to encourage a knowledge graph result for your brand, you might want to consider evaluating your presence across these different data sources.

For instance, do you have a Wikipedia page that has relevant information and current information about your brand, as well as a Freebase profile? If you don't, you might want to consider adding to these sources, or revising information that's already there. Also, having rel="author" or rel="publisher" represents a direct and verified connection between your brand and Google+. This information can also be shown in the knowledge graph.

Reviewing and editing, or submitting to these sources doesn't always encourage that your brand or entity will have a knowledge graph result, but it certainly can help.

Well there you have it. Some of the basics about the knowledge graph, where the information comes from, and how you might encourage results for your brand. Thanks for listening.

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