Combining Structured Data and Knowledge Graphs for Best SEO
Do you know that you can use many of Google’s search features to boost your search engine optimization efforts? With the help of a reliable SEO agency, you can quickly grow your brand’s visibility and traffic.
We will discuss two of these here: structured data and knowledge graphs. In particular, we will cover:
- How these two concepts relate to one another,
- The benefits of structure in SEO, especially in enhancing user experience (UX), and
- Three major steps to mix them effectively.
Are you ready to learn more? Let’s go!
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The Structured Data and Google Knowledge Graph Connection
The growth of search results has been phenomenal. Today, the likes of Google manage billions of web pages with different types of content to match user intent.
That is the good news. The bad news is that search engines must grapple with an overload of information. To make sense of it all, they need to understand the facts on web pages and associate them correctly.
This way, when presenting answers to a query:
- They are relevant and accurate.
- Users can have a great experience that is as personalized as possible.
This is where the two concepts of “structured data” and “knowledge graph” come into play.
Structured data is a code that helps search engines “understand” the content on the pages more efficiently. It is like a language for search engines, where webmasters can explain each article and how it relates to other information on their website.
Meanwhile, the Google knowledge graph is an interconnected repository of facts that helps search engines interpret data more accurately. Compiling and organizing large amounts of structured data can connect related concepts and provide direct answers to complex questions.
Based on what is within the knowledge graph, Google can then present the information in multiple ways:
| Google Search Feature | Description |
|---|---|
| Knowledge panel | - A structured summary of facts about the company, product, or entity; - Contains information, such as a description, logo, contact information, and social media profiles |
| Carousel | - A display of relevant images or videos in the search engine results pages (SERPs) - Normally appears at the upper part of the search results page |
| Trends | - A list that shows the popularity and seasonal fluctuation of certain keywords or topics - Can be organized according to different parameters, such as location and period |
| Discover | - An algorithm-driven feed of personalized content for users based on web and app activity - Although it does not require structured data, creating one helps search engines get a better grasp on the context of the copy. |
How Structured Data and Knowledge Graph Matter in SEO UX
One of the biggest effects of the knowledge graph and structured data is improved user experience (UX).
SEO is about increasing organic visibility, traffic, and conversions. But with more demanding users, optimization should:
- Precisely match content with user intent and needs
- Present the right information with the fewest clicks and browsing as possible
Structured data and the Google knowledge graph enhance UX in many ways:
- Enabling users to quickly and easily find more relevant information
- Giving them a better understanding of what they are searching for
- Allowing Google to provide more detailed answers with minimal effort
Let us say you are searching for “Caribbean holiday destinations” on Google. Without structured data and the knowledge graph, you might get a long results list. These include destination guides, hotel reviews, travel advice articles, etc.
However, when you have structured data and the knowledge graph, the SERP can present a carousel of the top three Caribbean holiday destinations plus other quick facts, such as the region's climate and the best time to visit. You might even get a list of hotels and restaurants with their contact information and business hours.
The result? Users gain more insight in less time without having to sift through quantities of irrelevant content.
3 Steps to Implement Structured Data and Knowledge Graph
The knowledge graph is an automated system embedded into the search engine’s algorithms. In other words, you and even Google do not have any control over how they work. But you can optimize your website to ensure that:
- You can provide plenty of relevant brand information to trigger your appearance in the knowledge Panel, Discovery, Carousel, and Trends.
- Google’s crawlers can easily access and understand the structured data in your pages and index them fast.
- The SERPs display only the most accurate, updated data about your business.
Here are three major steps to create structure and maximize the knowledge graph:
1. Identify the Type of Structured Data You Need
Structured data can hugely benefit websites and the users who interact with them. This data type can make it easier to understand and process the content on a website by providing a consistent platform for sharing information.
However, not every data item that appears on a website should be structured. Unstructured ones, such as images and videos, are less time-consuming to manage.
Be more efficient in structuring data by focusing on the following:
- Organization data, such as name, contact details, and operational hours
- Product details, such as ratings and reviews
- Event information, such as venues and dates
- People, such as biographies and job titles
- Social media profiles
2. Choose the Appropriate Schema Markup
A schema markup is a type of structured data you can use to organize and label the content on your website. Typically an HTML code, this markup provides extra context to the search engine crawlers.
Currently, we have three popular markup languages and data-interchange formats:
- JSON-LD
- Microdata
- RDFa.
These data can create structures for the types of entities mentioned above. They also have their own pros and cons. Plus, they are complicated to deploy for many marketers and business owners.
For this reason, we highly recommend working with a digital marketing agency specializing in technical SEO. An agency can help you choose and implement your website’s most appropriate schema markup. Further, they can effectively perform step 3.
3. Validate the Markup and Track Its Performance
After implementing the schema markup, it is time to test if the codes are working correctly and if your website is properly optimized.
The easiest way to do this is through Google’s Schema Markup Testing Tool. It allows you to verify whether Google can successfully crawl and index your pages with the new markup language.
If everything works fine, you can start tracking how the structured data and knowledge graph perform. Set up Google Search Console or Data Studio to monitor organic search visits, click-through rates (CTR), average position, etc.
Summing Up
Structured data and the knowledge graph are two powerful tools to optimize your website for search engines. They ensure that the data displayed on SERPs is accurate and up-to-date, improving the user experience with more relevant information.
Following our three steps above and working with a technical SEO expert will let you easily embed structured data on your website and leverage the knowledge graph’s benefits. Contact us today to get started!
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