A Business’s Guide to Google’s Knowledge Graph

What if we told you that you can use Google to create a professional business page of your company or organization that gets displayed on the first page for your branded keyword. And that you—as a business—could leverage this page to effortlessly market your brand and strategically strengthen your online presence and visibility.

They call it The Knowledge Graph.

What is Google’s Knowledge Graph?

The knowledge graph was introduced by Google back in 2012. It operates using semantic networks, or, more simply put, using interconnected caches of data and information.

The idea here was to make Google more efficient for users. Data is linked by way of both description and relationship. In other words, your searches show not just what you searched for but relevant and related information as well.

Simply put, the knowledge graph is the box that shows up on the right corner of your search page which contains information about a company, individual, service provider or anything/anyone that Google recognizes as an entity.

Why Does Google Use It?

What this allows for is broader and more extensive searches when using the Google engine. Users are able to explore, find answers regardless of what they search and zero in on relevant information faster.

The semantic database being continuously built on by Google is possibly the biggest in the world! The Google Knowledge graph capabilities include knowledge storage, representation, reasoning, engineering and learning.

This being said, what does Google’s Knowledge Graphs have to do with businesses? How does the Google Knowledge Graph impact businesses?

In order to understand this, we’re going to begin by further dissecting the Google Knowledge Graph as well as related functions in order to better understand how to use Google Knowledge Graph for business.

Industrial Relevance

There are two ways the Google Knowledge Graph is relevant to industries.

One is the obvious availability of large amounts of information. This information is useful in determining user and customer behavior. This in turn allows industries to place and market themselves better.

The second way the Google Knowledge Graph is relevant to industries is related to searching. It is known that over 80% of the traffic on websites is originated and directed from search engine results. Understanding of how the knowledge graph works helps industries modify their websites and SEO in a manner that they are recognized as entities by Google. Needless to say, SEO is highly crucial for any business wishing to compete in today’s competitive world. With T.V. and Radio advertising slowly reaching a point of redundancy, it stands to reason that SEO is a forerunner when it comes to putting the word out about your business.

Let us now discuss how the Knowledge Graph is beneficial.

Benefits of the Google Knowledge Graph

The Google Knowledge Graph is clearly a step in the right direction and is beneficial in a number of ways. Here are a few of the more relevant ones:

User Insight

Data accumulated is extremely useful in understanding and determining customer and consumer behavior.

Relevant Searches

Semantic data organization allows searches to produce more relevant results and information. This makes it a lot simpler for those on the user end to locate sites hosting the services or products they desire among others.


Use of meta-content and key word relevance allows basic information to be provided immediately without users having to skip from web site to web site. They can simply scroll through search results till they locate what they need under descriptions provided.


The Google Knowledge Graph helps searches not just provide simple results but also relevant background information and data relating to the search.

SEO Benefits

The Google Knowledge Graph benefits search engine optimization in a rather specific manner. It makes things easier for business owners and companies in two ways. Here they are.

Clear Optimizing

The Google Knowledge Graph acquires data and information from particular sources such as Wikipedia. This in turn, allows companies, organizations and business owners to moderate and influence information about them on such sources. As a result, they are able to put up the right information and hence present themselves better to potential users and clients.

Making things Simple

Algorithms in the past dictated that most companies had to have two websites. One; for usable user information and the other, for key word driven searches. Since the Google Knowledge Graph operates through interconnected information, it takes away the need for an additional keyword driven webpage. This in turn reduces online clutter and halves the work needed to be done by companies and businesses to have their web pages show up on searches!

Is It Useful for Small Businesses?

Regardless of how big or small your business may be, if understood and navigated correctly, the Google Knowledge Graph can work greatly to your advantage.

One feature that should be understood here is the Google Knowledge Panel or Card. This little box or section contains highly relevant information pertaining to your business.

It allows those interested to:

  • Find links to your main website
  • Read customer reviews and access ratings
  • Access your contact details if provided
  • Access comprehensive and relevant information
  • Makes searches user-friendly and efficient so more people can access your company
  • Presents you as a primary or ideal option in searches
  • Presents the company in a good light
  • Gives potential customers and users a sense of legitimacy

How to Create a Knowledge Card for Your Business

Though there is no way for any business big or small to reserve a Google knowledge card, there are steps that can be taken to ensure recognition by the Google Knowledge Graph system. Recognition also means that your business will likely show up when services you offer are searched. For small businesses, their local SEO development is key. We’re going to go over a few tips and pointers with regard to how to achieve this in the next section.

In a nutshell however, knowledge graphs are auto generated. This is only done if the system picks up on an adequate online presence. The following tips are meant to help you give that presence a boost.

Tips for Optimizing and Recognition

Though there are numerous steps that can be taken to align your SEO with the Google Knowledge Graph parameters we’re going to focus on those we feel are most relevant.

Schema Markups

Schema Markups in layperson terms (well almost), are known as HTML codes. Though these are not visible to everyday users performing searches, these are visible to programs such as search engines. Schema Markups help clarify on a data level, what your company, organization or services are about. Clarifying what your company, services or products are about increases the likelihood of display generation in the Google Knowledge Graph.

Wiki Entry

As we mentioned earlier, Wikipedia is one of the main info feeds for the Google Knowledge Graph. Understand the pros and cons of creating a Wikipedia page for your company or business. If you feel it works, the creation of a Wikipedia page will greatly increase your presence. Just remember, any content on Wikipedia should be from a neutral standpoint.

Wiki Data

If Wikipedia is designed for human navigation, Wiki Data is more geared towards internal machine-driven searches. That being said, it can also be used by humans and is one of the main info feeds for the Google Knowledge Graph

Google Plus

If you don’t already have a Google Plus page or account, it makes sense go get one. Though other social media channels such as twitter, Facebook and LinkedIn are just as important, Google Plus being Google’s own ensures the kind of Knowledge Graph exposure you’re looking for.

Local Listings

Local listings are extremely helpful to your business on their own. We also mentioned how local SEO was key for small businesses. Local listings are very much a part of that. Having your company, products or services listed under certain categories, increases relevance. This in turn increases the chance of your company or business showing up when relevant services and locations are looked up.

Press Releases

These firstly are if published by a reputed news site an extremely solid source of credibility. Further, these also help validate your business or company when looking to create a Wikipedia page. Press releases are picked up by the Knowledge Graph and are one more link to your network of relevant info that leads back to you.

Reviews and Testimonials

Reviews and testimonials serve to validate your services as well as your company or business capabilities and professional prowess. Reviews are also known to show up very often on Knowledge Graph driven searches. In a nutshell, a good review showing up post a relevant search is probably good for your business!

Articles and Blogs

Articles and blogs do not just provide your clients and customers with useful information. They also serve to create more links to your business within the Knowledge Graph matrix. The best blogs and articles are one’s with “How” or “What” titles that address a particular query. Similarly, instructional articles and blogs work very well too.

Also remember the more consumer-oriented or centric your content is, the better your chances of the information culminating in your own businesses knowledge card.

Back Links and Sources

Articles and blogs are great. Articles with links to statistics and other neutral sources are even better. Links enhance article and blog credibility as read by both humans and machines. They also create more connections between your business and other related searches.

Winding Down

It is quite obvious that the Google Knowledge Graph if understood is an extremely effective mechanism for both large and small businesses. In short, the system allows for more relevant and accurate searching, smart, descriptive and extensive search options as well as data and info storage.

Being recognized by the system is what is important here and we have elaborated on how you may go about that above. There is no way you can purchase space or exposure from Google which arguably, at least for smaller businesses looking to get out there, evens the playing field.

The best way to enhance your online and search engine presence is by putting out more clear and relevant information with regard to your company. This should be done through as many available channels as possible in order to raise the probability of your business or company being recognized by the system.

Need Assistance?

SearchBerg can help make things a lot simpler. We’re one of the leading digital marketing service providers in the United States and employ a highly experienced and skilled SEO team. Professionals working in our team are up to date with the latest in technological and industrial development and adhere to the highest standards by way of service quality. What we guarantee is molding your public business image into one that Google will pick up on, recognize and facilitate!

If you want to get started right away, discuss your project with us and let’s build something together!

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Aaron Tylor

Aaron Tylor

Aaron Tylor is a Senior Account Manager at Search Berg, a full-scale SEO and WEB Agency.

He brings more than 15 years of practical, hands-on experience in Lead Generation, Web Development and Digital Marketing. Starting out as a junior link builder right out of college, Aaron has expanded his career to deliver quantifiable results for some of the most demanding, high-profile campaigns. He regularly contributes to the SearchBerg Blog and on other web and digital marketing platforms. His goal is to get published on Moz and give a presentation at PubCon.

In his spare time, Aaron can be found golfing or binge-watching on Netflix. You can follow Aaron on Linkedin here.