How To Use Knowledge Graphs To Improve SEO Ranking
Google Knowledge Graph is an online collection of facts about various subjects, from people to companies to places to things. Google presents facts about a query in a small information box, providing helpful facts to searchers.
A good SEO agency recommends optimizing your online presence to get on the Google Knowledge Graph. This means using the following strategies:
- Completing and managing your Wikipedia page
- Claiming your Google Business Profile (GBP)
- Using schema markup
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Complete and Manage Your Wikipedia Page
Google pulls information from multiple public online sources to complete its Knowledge Graph. One of its favorites is Wikipedia, where most descriptions for companies, places, and people appear.
When creating a Wikipedia page, be sure to add your business's or organization's information. A complete, accurate, and updated Wikipedia page is a goldmine for Google to create a Knowledge Graph for you. So create a Wikipedia page to get a complete Knowledge Graph for better SEO ranking.
Besides, once Google has collected and evaluated enough information about your site, it can better understand what your pages are about and rank them higher on the SERPs. Follow these tips to optimize your Wikipedia page for your Knowledge Graph.
- Check your page. Since anyone can edit Wikipedia, you must regularly check your page for errors. Create a calendar to schedule your checks. You can view the page history in your Wikipedia page's "View History" tab.
- Cover all Knowledge Graph information. Wikipedia pages follow a format; luckily, almost all the information in a Knowledge Graph may be retrieved here. Ensure your page covers all the needed information. Your headquarters, founder, founding date, revenue, CEO, website, and description are essential.
- Use an encyclopedia-like tone. Avoid a sales tone when creating your Wikipedia page. Write facts and information that your users need.
- Update your logo. Your logo helps people set you apart from your competitors, so it should also appear in your company’s or business's Knowledge Graph. Thus, any changes in your logo should also reflect on your Wikipedia page.
Claim and Update Your Google Business Profile
If you are a local business, you can get Google to show correct information in your Knowledge Graph by claiming and updating your GBP, which is a free business listing on Google. It also appears in your Maps profile. So claim your profile to get verified, and once you are, you can edit and optimize your GBP.
Google also uses your GBP to validate your information and create an accurate and relevant Knowledge Graph. Take these tips to help you improve your GBP.
- Use your business’ actual name. This improves your credibility and reputation in your industry or market. Your users and Google will easily find your business and use your exact name for your Knowledge Graph.
- Create a compelling business description. Google also uses this to validate your Knowledge Graph. That means you should create a great description, including your main keyword and details about your services and products.
- Upload high-resolution photos and videos. Apart from adding your business contact information, improve your GBP with high-resolution images and videos. Use quality equipment to capture photos and videos. Include a short description for each to help Google and your users understand what these are.
- Include your website and social media profiles. Google also validates your business using your social media profiles and your website. This information is also part of a complete Knowledge Graph. You should constantly update your information and ensure consistency on all platforms, blogs, and websites.
- Be part of business listings. Look up relevant directory listings in your industry or niche and ensure your business is part of these sites. Your contact details must also be correct and consistent on all listings. Use a listing management tool like SEMrush to help you manage multiple directories.
Use Schema Markup
Another way to help Google understand your site better and create an updated Knowledge Graph is to optimize your schema markup. This language represents structured data and organizes your content to make it easier for Google to understand.
More than ten million websites use schema markups, which are microdata added to a webpage. It creates a rich snippet, an enhanced webpage description, that shows in search results. Schema is for businesses, organizations, people, products, recipes, videos, and events.
You may confuse topic clusters with schema markup. Marketers create topic clusters to group content sharing a similar topic and related subtopics. Topic clusters produce comprehensive coverage of a subject that satisfies a query. Google also takes cues from topic clusters to better understand the relationships between your pages and what your site is about.
Structuring your data helps your site communicate with search engines. SERP elements like rich snippets, rich cards, and knowledge panels gather information from structured data. You cannot see schema markups, but they help the Knowledge Graph gather information about your company or business. These are the steps to creating schema markup.
- Visit Google’s Structure Data Markup Helper.
- Choose the type of data you want to mark up.
- Add the URL of the webpage you want to mark up.
- Highlight and choose the elements in your site that you want to markup.
- Add more items you want to markup
- Start creating your HTML
- Find out what your webpage looks like with the additional markup. Use a tool called the Structured Data Testing Tool.
- Add the new schema markup to your page.
Improve your site's SEO ranking by optimizing for Google's Knowledge Graph. To get Google to show accurate Knowledge Graph information, you must complete your Wikipedia page, claim your Google Business Profile (GBP), and use schema markup. These strategies help Google understand your pages better and help you reach the sweet spot in SERPs.
Find out more about how to boost your ranking using updated SEO strategies. Call Digital Authority Partners today.
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