knowledge graph

Dennis Benjak



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The term Knowledge Graph refers to a system that searches for and links important information.

It is referred to as a database that collects millions of frequently searched keywords based on the content that is already available. It is used to collect information about, for example, people or places that are connected in one way or another.

Usually, the term “Knowledge Graph” refers to the introduction of such a system as used by Google or Facebook.

With the help of Google’s Knowledge Graph, relevant information about the corresponding query is compiled alongside the search results.

In this way, Google provides the user with sufficient information about their query. This eliminates the need for another website visit, as Google takes over.

The Google Knowledge Graph

In 2012, Google introduced the Knowledge Graph, a system that relies on an algorithm that searches the search engine directory for structured data and then displays it in aggregate for appropriate search queries.

For example, Google searches for places or famous people often pull together and display information from Wikipedia.

knowledge graph

The Knowledge Graph is available on both computers and mobile devices such as tablets or smartphones.

The own result box

Google collects relevant information and data for the search term from various sources such as Wikipedia and arranges them clearly, structured and according to topicality.

This type of ads is called Google OneBox. There are different ways of displaying it. How the OneBox is displayed depends on the search query.

The Google Answer Box

One way of displaying a OneBox from Google is the Answer Box ab. It was introduced by Google in 2015 and gives the user a clear answer when the user asks the search query in the form of a question.

knowledge graph

There are other ways to display. For example, if you look for after “buy laptop” shopping results from different sites are presented directly.

The impact on SEO and SEA

The Knowledge Graph strengthens and improves Google’s position as an “information provider”.
If you’re doing short-term, superficial research, or if you’re looking for a quick answer to a question about a place, you don’t have to leave Google search and look up the answer on the relevant website.

The impact on information sites could result in increased traffic loss.
If these sites are used for affiliate marketing or display advertising, it can be assumed that click-through rates for ads will also be low.

Note: What exactly the user is looking for and how he asks for it, SEOs must therefore pay much more attention than before. Through certain tools like Ahrefs, it is possible to analyze what questions users are asking for certain keywords.

Keywords that also rank for the term “SEO

knowledge graph

THE chance for good content: You can make it into the Google Answer Box even if your page does not rank in the organic results (among the Top5).

Thus, the Knowledge Graph offers the opportunity to generate more reach and credibility. There is of course no guarantee for the Answer Box.

The text elements that Google’s algorithm uses to answer questions depend on the criteria set.

The Knowledge Graph principle of Facebook

The social network Facebook introduced its own Knowledge Graph in 2013. It is called Entity Graph or Facebook Graph Search.

Facebook uses the community pages introduced in 2010 for this purpose.
Just like Google, Facebook obtains a large amount of internal and external data.

In particular, datasets from Wikipedia are read for the Entity Graph. When searching via the internal Facebook search, the Facebook Knowledge Graph is displayed as soon as the user logs in.

For the searched term, place or person, additional results from the network are added on the overview page.

If a user searches for “Johnny Depp”, he also receives information on the origin, nationality or profession of the person he is looking for.

If the user opens one of the displayed results, he again lands on a community page or a related category.
When displaying an entity graph, it is assumed that the community page matching the query is not claimed.

Likewise, official company pages or fan pages are not linked to the Facebook Knowledge Graph.

Consequence of the Facebook Entity Graph

Almost like Google Knowledge Graph, Facebook’s Entity Graph can also lead to more and more users, using Facebook to get information.

There is a danger that well-run information sites on the Internet will lose traffic if more than one billion Facebook users only access the social network’s information offering.


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