Improving SEO With Knowledge Graph Optimisation

Knowledge Graph Optimisation is a great way to get ahead and improve your inbound marketing, not just SEO.

Written by Paul Mortimer
SEO |   2 minute read

Using Knowledge Graph Optimisation to help improve your Search Engine Optimisation technique is a great way to boost ranking and authority. See what it is and how it helps when improving SEO and wider inbound strategy.

Analytics related blog post title of screen showing views

What Is Knowledge Graph?

Google displays Knowledge Graph information in many ways, but the primary examples are the use of knowledge panes. The simplest form is an expanded snippet of what becomes the top result page.


knowledge graph fed result


Or, in the case of the left hand image below, a combination of various panes including additional similar queries relating to the original one entered. The knowledge result is different when entering solely a person's name, like in the image on the right.


knowledge graph example results pages

They usually appear to show well-established pieces of knowledge that somebody may be Googling just to get a double check or quick overview. They also often are used to explain abstract concepts, people and common general knowledge queries.

Google uses semantic understanding to try and provide the ultimate answer to what searchers are asking. They hope to understand intent of searchers as much as possible in order to display more relevant results.

The knowledge that goes into the Knowledge Graph can be located from various sources.

Why Is It Underused And How Can You Benefit?

Although Google's Knowledge Graph has been live since 2012, not many marketers target it as part of their SEO practice. Many think it is too time consuming and dominated by behemoth sites like Wikipedia and Google themselves.

But optimising for an appearance by offering great knowledge about your niche (like whether dogs can eat cabbage in the first example image) can put you prominently ahead of the competition in the searchers eye.

The more information you offer, the more results you will be included in. And you are more likely to be chosen in a knowledge pane. This is great for brand awareness, authority building and increasing the likelihood of a click-through.

Why Do It Now?

Well, as we have discussed previously, Google is looking to improve the searcher's experience on their engine. The user is king. To cater for this, you need to offer the most helpful, correct information, in the highest quality way possible.

Starting to target knowledge pane placings as part of Google's Knowledge Graph, we think, is bound to become a must-do and highly competitive. We can also see it expanded to more types of queries is Google's semantic and contextual understanding of queries improves.

It's best to make it normal practice than try and play catch-up.

Do You Want More Helpful Advice?

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