Using Google Knowledge Graph for higher rankings

How to use Google Knowledge Graph to achieve higher rankings for your site


Google has been on a mission to convert data to things and to connect everything so that Google would know the searchers intent. This was why they invented RankBrain and released the Hummingbird update.

To pull this off they needed to create connections between the data they had and real world things.
This was when the knowledge graph was born.

Google set out a goal to create a  
massive graph of real-world things and their connections, to bring more meaningful results.

In reality, they did much more than that, google almost anything from a person, to a business, to a service and google will describe what it is to you, usually pulling much of the data from Wikipedia.

The types of Knowledge graph cards google has are for
  • People
  • Map locations
  • Current Weather
  • Popular Music
  • Sports scores and stats
  • Popular tweets
  • New and old movies
  • Food Recipies
  • Businesses

Schema markup is one way that google can extract this data from ordinary websites. Going to Schema.org will make your head spin, so just concentrate on the popular markups such as creative works, person, product, review, and organization.

Google now prefers the data to be in JSON-LD format versus the old HTML itemprop way of implementing it. 

To test your schema to make sure you have done it correctly, check your website in Google's Structured Data Testing Tool

Google also has expanded its questions and rich snippets to give users a way to instantly find answers to their questions. This is both good and bad for the search community because searches can find the most important information without ever visiting your website.

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