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POV – Google Knowledge Graph

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What Happened?

On May 16, 2012, Google announced the launch of its newest search feature called the Knowledge Graph.  Knowledge Graph takes facts from multiple sources including Wikipedia, Freebase and the CIA World Factbook to create a database of 500 million objects and 3.5 billion facts about those objects. Knowledge Graph forms relationships between these objects based on what people search for.

If your search query is “Marie Curie” (see image below), Knowledge Graph may display interesting facts about Marie Curie along with search query suggestions related to Marie Curie such as Albert Einstein and Louis Pasteur. If your search query can have multiple meanings, like “Taj Mahal” then Knowledge Graph will present several options for you to choose from.

Google Knowledge Graph - Marie Curie

Google is gradually rolling out Knowledge Graph to users in the United States, so you may not see Knowledge Graph results right away.

What is the Impact?

Short Term Impact

The short term impact isn’t significant to most website owners.

Google claims that Knowledge Graph will help users find the right information when searching for ambiguous terms, will provide the best summary about key facts, and help users discover new information through suggested links.

Because Knowledge Graph shows facts about well-known people, places and things, it won’t change the way most listings appear or hurt the ranking of most listings. It may push the organic search results lower on the page to make room for the Knowledge Graph results.

Long Term Impact

We don’t anticipate a long-term impact, either. We have yet to see how, if at all, Google Knowledge Graph results that appear in the right side bar will affect sponsored search results.

If you sell products or services on your website that are related to an object in the Google Knowledge Graph database, then you may be interested in using Knowledge Graph as a tool to see similar queries about that object. You could potentially find search terms worth bidding on in your paid search advertising campaign.

What Should You Do?

How should you prepare for Google Knowledge Graph?

Fact Check Wikipedia

If your company, product or service appears in an entry on Wikipedia, make sure that the facts listed there are correct. Since Knowledge Graph pulls info from Wikipedia, you should correct any erroneous facts immediately.

Search Your Brands

If you think your brands may be included in the Google Knowledge Graph database, search for them occasionally to see how your company’s information is displayed in relation to your brands.