Google’s been trying to satisfy user intent rather than merely provide users with relevant links for a while now, and that’s what the Knowledge Graph is all about.
Launched back in 2012, it’s a system that understands facts about people, places, and things and how they’re connected. It then provides that information alongside traditional search results and, since its inception, it’s become more complex and now takes up more space on the SERPs.
You can expect that evolution to continue and as longtime NJ SEO experts, we know that anything that Google sees as a potential game changer is worth paying attention to, so let’s see what the Knowledge Graph is all about.
What it means.
Their intentions are noble. Google’s objective is to provide searchers with quicker answers to their searches and a better overall user experience, but to be frank, the Knowledge Graph could change the basic fabric of search.
It’s now entirely conceivable that it could eventually take over entire SERPs for any succinctly answerable search. Considering other recent developments like Google Shopping, it’s become clear that Google intends to ultimately provide all the information a user could need without ever having to leave the search engine.
That could lead to dire consequences for sites that provide general information like Wikipedia as they stand to potentially see a steep decline in traffic.
The bottom line is, if we reach a point where users no longer need to go to individual traditional websites, they could vanish completely and search engine optimization will need to fundamentally change to keep up.
What you can do.
First of all, the Knowledge Graph pulls information from third-party sources like Wikipedia and Google+, so it’s still important for brands to link their website from their Google+ business page and to create a Wikipedia page if possible.
From there, you may need to rethink your approach to content marketing. Rather than creating more general content for your audience, the kind that the Knowledge Graph uses, you may be better off creating content around specific, niche topics.
That way, you won’t lose any traffic simply because users find all the information they’re looking for on Google without ever having to visit your site. And we’ve been in SEO in NY and NJ long enough to know that if they don’t need to visit your site, you have virtually no chance of earning their trust.
It does encourage exploration.
It’s important to be mindful of the fact that the Knowledge Graph does, in fact, encourage exploration. Think about looking for a specific piece of information on Wikipedia. You’ll often end up jumping from page to page, and the Knowledge Graph could lead to a similar experience on Google.
Users will likely often find themselves exploring more content than they’d planned on and many will eventually be directed to external sites anyway, so you still need to consistently create high-quality content. Some things never change.
About Us: Climb The Search is a leading SEO company in NJ and NY. We offer the total internet marketing package, including inbound marketing, website design, and video production. At CTS, we strive to help businesses grow, every day.