How to use Google Knowledge Graph in SEO
When Search engine watch published Google map and Google graph is stealing all your Organic Traffic, my instant reaction was, Does it mean everything else we did in the past to get on first page would have no impact at all ?
The Google Knowledge Graph is a theory involving the semantic Web. Instead of a search engine keying into certain words, it actually interprets what each words means, based upon the other words entered into the search engine.
Many words have two or more meanings, and since a search engine is just a computer program it cannot tell the difference between one and the other. If you use five words for a search, and one of the words has two meanings, then you are likely to receive some search results that are not relevant to your search. If two of the words have more than one meaning, then your search results will be even more distorted.
The Google Knowledge Graph theory is that the search engine will be able to interpret the meaning of words from other words in the search bar, so that the search engine results are not as distorted. Some people are saying that the Google has to learn what its users want, but the Google Knowledge Graph does not revolve around learning. Sure, the program will need to be continually updated to create better results, but it is more about adding sentences and facts to the search engine, and then letting it match those sentences and facts to the things people are typing into the search engine.
Google suggestions is good for SEO
Google suggestions are already proof that Google has integrated a large number of sentences into its program, so semantic web is not really going to be a big problem to integrate into the system. In fact, the suggestions given by Google are going to help ensure that the right words are placed besides the words with multiple meanings, so that Google may produce better results.
Know what your users are going to search for
Google suggestions gives webmasters an idea of what people are going to run a search for. This makes it good for SEO, because all they need to do is run a few Google searches, and they will be able to what people are going to click for suggestions. The suggestions may be used as inspiration for the webmaster’s SEO.
Google Knowledge Graph makes Google suggestions more powerful
Google suggestions may become even more important, as it is going to show suggestions that are targeted for one meaning only. For example, if Google suggests “how do I fix a tear in my jeans?” it is not going to show results for “fixing” an election, or “tears” in a person’s eyes.
With that in mind, Google Knowledge Graph may be manipulated for SEO by simply sticking closer to a Google suggestion when picking your keywords. So for example, if a webmaster ran a clothing repair shop, in the past he/she may have used the words “tear” and “fix”, but now he/she should also include words such as “how to” or “how to fix”, and possibly the words “my jeans”.
The effect on your SEO may be negligible
You should not look upon the Google Knowledge Graph as something you wish to exploit. What you should do is monitor your Google Analytics more carefully. If the Google Knowledge Graph is actually doing its job, then your traffic numbers should drop a little, but your more targeted traffic should go up. This is because people are not typing your keywords into the search engine and getting unrelated results.
Suggested reading :
- 10 SEO tips from Google for Start ups
- The art and science of creating powerbacklinks
- 35 WordPress mistakes Even pros do
- 7 Most powerful Free Keyword research tools
Try testing long tailed keywords
Long tailed keywords are surely going to become more powerful as the Google Knowledge Graph becomes more sophisticated. The semantic feature of the Google Knowledge Graph means that the words surrounding a keyword are going to affect the search results. Long tailed keywords have words surrounding other words, and so are surely going to become more powerful than keywords that stand alone.
- Complete Guide to find out profitable keywords using Free Google adwords Tool
For example, the keywords “House” is going to have a massive amount of meanings, as the searcher could be searching for anything from a “Public House” to a “Wendy House”. However, a long tailed keyword may say “House of Cards”. The Google Knowledge Graph would understand this search term, and would be more likely to bring up your website if the word were typed into the Google search bar.
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