Google is constantly refining
the user experience of its search engine and related platforms. We’re
increasingly seeing the traditional list of 10 organic results pushed further
down the page in favour of featured snippets, Knowledge Graph cards, local results
and other formats.
In the past, we have looked at how to optimise for featured snippets and Google My Business – today, we’re looking at how to optimise for the Knowledge Graph.
It is an algorithm that presents information about certain facts, places, public figures, organisations and other entities.
For example, if you search for major brands like Disney or Nintendo, you’ll often see a Knowledge Graph card appear above the SERPs or in the right-hand column.
However, it can also be useful for franchise brands with multiple locations around the country. These will often trigger for branded searches such as “Halfords,” “Nando’s” and “ODEON”, with cards showing alongside local listing results or a link to the company’s homepage.
So, aside from increasing traffic to your website, the Knowledge Graph can also generate local leads for franchise brands or business locations, such as Borough Market.
There are a few things you need to have in place:
Update Aug 2019 – you can no longer use markup to add social media profiles – Google should automatically discover them. More info here
Google allows you to claim Knowledge Graph cards as your own and verify that the details in them are correct. You can also request changes to this info; it’s worth keeping on top of these to make sure everything is accurate.
The days of simply optimising for keywords and writing articles on the same topic are pretty much over. Marketers now need to think about what kind of searches are going to trigger ads, featured snippets, Knowledge Graph cards and various other results formats.
Call us today on 02392 830281 or send us your details and we’ll give you a call.
Kerry is Head of SMB SEO. Kerry started her digital marketing career with a web design company back in 1996, then moved in-house as a digital marketing manager before moving back to the agency fold with Vertical Leap as an SEO specialist in 2006, moving to the department head role in 2011. She currently lives in Bishop's Waltham with her husband and daughter.
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