That’s where the Knowledge Graph comes in

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As it allows Google to go beyond keyword matching and return more relevant results. For example, take the query “small green guy with lightsaber”: small green guy with lightsaber Despite the fact we didn’t even mention Star Wars, Google still understands what we’re looking for and gives us the answer. The same is true for the query “han solo actor other movies”: 1 han solo movies 1 Here, not only are the results relevant, but Google also shows the connection in the Knowledge Graph and provides an entity carousel which satisfies our query. Google can better accommodate voice searches With Google Assistant now built into more than one billion devices, and around 70% of requests being expressed in natural language, making sense of voice queries is more important than ever for Google.


How does the Knowledge Graph help with this? It allows Google to recognize entities and attributes Special Data in natural language queries. Just think for a moment about the way you type search queries versus how you actually talk. Yes, there’s a difference. Take a look at this query, for example: Because “Han Solo” and “Star Wars” are closely connected entities in the Knowledge Graph, it’s easy for Google to pull the answer you’re looking for. 02 knowledge graph 1 SIDENOTE. Google also takes your most recent searches into account for voice search. If you ask “which actor played han solo in star wars” and then “how old is he,” Google will know that “he” is referring to Harrison Ford.




More brand visibility and authority Google shows Knowledge Graph data in SERP features like Knowledge Panels and Knowledge Cards. apple kp 1 apple kc 1 What does that mean for you? It means that if you can get your brand in the Knowledge Graph, you’ll benefit from more SERP real estate, visibility, and possibly even authority and trust amongst searchers. You could also find your logo popping up in the SERP for non-branded queries. 2 logo 1 Fewer clicks on search results Based on Rand Fishkin’s latest study, more than 50% of searches result in no clicks. pasted image 0 24 Part of the reason this happens is down to the Knowledge Graph, which helps Google answer more queries directly in the SERP.