By Marc Purtell | Director, SEO
Knowledge is power, as the old saying goes. So what do marketers need to know about Google’s Knowledge Graph to power their SEO and search strategies?
There has been a lot of commentary around the semantic Web. The theory is that search results are becoming smarter by distinguishing between words with different meanings. Whether that is true or not largely depends on who you believe and how much stock you place in search engines’ ability to “learn” the wants and needs of their users.
The inception of Google’s Knowledge Graph, which began rolling out in May 2012, has been the driving force behind the rise of the semantic Web.
Understanding the Knowledge Graph
The Knowledge Graph is basically a knowledge base consisting of more than 570 million objects and 18 billion facts. Since its inception, search result pages have gone through noticeable changes. These include the ability to distinguish between words with different meanings and a new sidebar feature that provides a snippet of related facts.
Through semantic integration, or the process of matching related information from diverse sources, Google has been able to serve narrower, more refined search results based on what people are searching.
Before the Knowledge Graph, if someone searched for “Kansas,” the results would split between information about the state of Kansas and the band Kansas. The Knowledge Graph allows Google to better associate specific results to the most relevant “Kansas.” (more…)