Inside Google’s Knowledge Graph
First, let’s clarify what Google’s Knowledge Graph is. It’s the large informational box that displays on the top right hand side of Google’s results pages. The graph provides photos, a brief description, related searches, but most importantly, it provides answers, not just links to sources that may or may not be relevant to a specific search query. Essentially, it is meant to boost search intelligence in order to create a richer user experience by producing the best results possible.
Hummingbird was officially released in September of 2013, shifting the focus more towards conversational search queries and matching content based on synonyms and query strings, as opposed to just matching based on a single keyword. As a result, more relevant results are displayed. The Knowledge Graph ties into this shift and is beneficial because it allows searchers to see the value of a website before making the decision to click. It may also provide searchers with the information they’re looking for without having to click at all. Given this, Google Knowledge Graph benefits the user over the brand itself.
So how can you get a Knowledge Graph for your brand? While there is no surefire way to get listed, Google’s Knowledge Graph pulls from Wikipedia and Freebase so those are two places you’ll want to start at by creating and submitting pages about your brand that are complete and up to date. You’ll also want to make sure that your brand has a Google + page and a Google local page which will need to be verified. Verification is essential and inclusion in Google Knowledge Graph tends to happen shortly after.