• Skip to primary navigation
  • Skip to main content
  • Services
    • SEO
    • PPC Management
    • Digital Marketing
    • Digital Strategy
    • Fractional CMO
    • Analytics
  • Industries
    • Healthcare
    • Fintech & Financial Services
    • Ecommerce
    • Professional Services
    • Education
    • Manufacturing
    • Government
    • Legal
  • Case Studies
  • Resources
    • Marketing Insights
    • White Papers
    • Webinars
  • About
  • Call Us:
    (888) 846-5382
  • Contact Us
Home
Resources
Articles
Combining Structured Data and Knowledge Graphs for Best SEO
seo data_Back rear view of young asian woman, freelance data scientist work remotely at home coding programmer on Big data mining, AI data engineering, IT Technician Works on Artificial Intelligence Project.
Marketing & SEO
March 1, 2023

Combining Structured Data and Knowledge Graphs for Best SEO

Avatar for Marina Turea
Marina Turea
As a content project manager, Marina ensures pristine accuracy of content marketing projects delivered on time and...
Read more

Get in touch with Marina

Digital Marketing SEO UX
189 views
Avatar for Marina Turea
Marina Turea
Content Project Manager
As a content project manager, Marina ensures pristine accuracy of content marketing projects delivered on time and within budget and scope. Marina is an experienced content marketing professional with a proven track record of helping both B2B and B2C companies grow their online visibility, leads, and revenue.
Read Less

Subscribe to our weekly newsletter

Stay up to date with the latest digital trends.

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!


Want to learn more about the Digital Authority Partners approach to SEO? Watch this video!


 

The Structured Data and Google Knowledge Graph Connection

SEO_Krynica-Zdroj, Poland - July 11, 2017: Businessman using Google Analytics in the office on his computers. Google Analytics is the most famous application for advanced web traffic analysis in the world

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

seo audit_businessman investment consultant analyzing company annual financial report balance sheet statement working with documents graphs. Concept of economy, marketing and business corporation.

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!

Want to meet with our team?

Book a meeting directly here

Like what you just read? Share this article with your network and friends.
Tweet Share Share Send

Related articles

seo ranking_SEO Concept.Women using a computer with SEO icon for analysis SEO Search Engine optimizing your website to rank in search engines or SEO. best promoting ranking traffic on your website.
Marketing & SEO
Mar 23, 2023
9 SEO Factors That Help With Local Ranking

Good local search engine optimization (SEO) is a boon for businesses, especially startups and small businesses that c...

Digital Authority Partners
Marina Turea Content Project Manager
Read Article
semantic seo_SEO Search engine optimization, Search technology, women's hands using a computer keyboard to search for information, using websites search bar to find the desired information or shopping online.
Marketing & SEO
Mar 23, 2023
Beginner’s Guide to 7 Top Semantic SEO Best Practices

Semantic SEO is an optimization technique focused on the meaning and context of keywords and phrases. It is critical ...

Digital Authority Partners
Marina Turea Content Project Manager
Read Article
semantic seo_SEO concept
Marketing & SEO
Mar 23, 2023
How To Build Winning Semantic SEO Strategy That Works for You

Today, keyword stuffing is a big no-no in the field of SEO. Companies seeking to rank high in SERPs must invest in se...

Digital Authority Partners
Marina Turea Content Project Manager
Read Article
Digital Authority Partners
The next-gen digital partner for today’s makers & doers.

Digital Authority Partners
420 West Huron, 1st Floor
Chicago, IL 60654
(312) 820-9893
[email protected]

Resources
Services
Case Studies
Insights
About
Industries
Locations

One newsletter, once a week Today's top digital insights delivered straight to your inbox.

Thank you, you're all signed up! We'll be delivering you valuable newsbites to your inbox soon!

FacebookTwitterLinkedinYoutube
Digital Authority Partners | Copyright © 202s2 All Rights Reserved.
X

Contact our team

This field is required.
This field is required.
The email address you entered is invalid.
The phone number you entered is invalid.
X

Thank you!

One of our consultants will get back to you within 24 hours.


OR


Call Us:
(888) 846-5382