What is the Knowledge Graph? The maximum way to reach the Knowledge Graph

The Google Knowledge Graph is part of universal search and expansion and thus enhances Google’s organic search results. Knowledge maps are presented in a dedicated area in the SERPs with results from various sources distributed graphically.

Some changes in search have had a big impact like the introduction of the Google Knowledge Graph in 2012.

The knowledge map is just one of the ways Google tries to understand searcher’s intent and the relationship between Entities in the real world.

Knowledge maps have changed search forever – for consumers, brands, and businesses.

The Knowledge Graph dashboard is a key property in Google SERPs, giving users immediate access to super-relevant information without having to click on links and give marketers the golden opportunity to increase their visibility.

In this post, we will take a closer look at the Knowledge Graph, its differences from other rich results, and the steps you can take to fully utilize and attract more visitors to access your website.


What is the knowledge map made up of?

What sources does the knowledge map use?

When is the Google Knowledge Graph displayed in search results?

Knowledge graphs affect SEO?

Is the Knowledge Graph result the same as the Rich result?

Types and examples of Knowledge Graph

How to influence the Knowledge Graph

  1. Take advantage of schema markup on your homepage
  2. Listed at Wikidata.org and Wikipedia
  3. Local businesses: Optimize Google Maps & Google my Business
  4. Verify your social media account
  5. Request changes from Google

What is the Knowledge Graph?

The Knowledge Graph is a smart model that taps into Google’s massive Entity and reality repository and seeks to understand real-world connections between them. In other words, instead of literally interpreting every keyword and query, Google will understand what people are searching for.

The goal of the Knowledge Graph – as Google explains nicely in their introductory video and website (and still very relevant) – is to convert from an information tool [to] a knowledge tool.

Google uses the Knowledge Graph understanding of semantic search and the relationship between things to display information that is considered the most relevant information in the control panel (called the Knowledge Panel) on the right of Search Results.

In the early days, these results were static, but today you can book movie tickets, watch YouTube videos and listen to songs on Spotify through these tables.

The knowledge sheet is especially useful for brands. They are great for visibility and reinforce brand authority.

By owning the Knowledge panel, you will be able to suggest changes and affect things like the displayed logo, contact information and social profiles.

What is the knowledge map made up of?

In 2012, Google added an expansion of search results with a widget on the Knowledge Graph entities. In the Knowledge Graph, people, places, or circumstances of various events, linked images and search queries are displayed in a reserved area if Google recognizes or suspects a semantic Entity behind the search term.

The information used by the Knowledge Graph used in part comes from Freebase, while today it is mostly gathered from Wikidata, enriched with advanced links or related search terms.

On desktop and tablet computers, the Knowledge Graph is displayed on the right next to the organic search results. On smartphones, the display is above the search results. The following elements may be included in separate information boxes:

  • Data about a company, a person or a place
  • Image (s) linked to Google Image Search
  • Extract text as well as a link to the source
  • Structured data with search query details
  • Information about similar search queries, others have also searched

What sources does the knowledge map use?

Google uses serious, publicly accessible data or data from its own repository to display the Knowledge Graph. Current sources, along with Wikidata, also include USDA (US Department of Agriculture).

The Google Knowledge Graph also uses content from websites that the company trusts. This is in all cases for the definition. Furthermore, there must be structured data for certain search queries (Rich snippets), identified by markup. Only in this way, this information can be read and displayed by Google.

When is the Google Knowledge Graph displayed in search results?

The Knowledge Graph display has also been activated by Google with precise questions since the introduction of the Hummingbird algorithm and can be displayed both in desktop search or mobile search. Depending on the search term or question, there are different triggers for displaying the Google Knowledge Graph. The ten search queries that can trigger the introduction of Knowledge Graph into search results are:

  • Questions about famous people. For example: Who is the President of Germany?
  • Questions about companies and their people. For example: Who is the CEO of Apple?
  • Questions about relatives of famous people. For example: What is the name of Barack Obama’s wife?
  • Questions about recipes in mobile Google search. Example: Apple pie recipe
  • Questions about works of art like movies or novels. For example: What books did Paul Auster write? Or who is the director of Star Wars?
  • Questions about food. For example: The nutritional value of oranges.
  • Question about distance. For example: How many kilometers from Hanoi to HCM? In this case, Google uses its Google Maps service as the source.
  • Convert measurement units or calculators. For example: How many yards make up a mile?
  • Questions about celestial bodies. For example: How big is Mars?
  • Definition of a topic. For example: What is a Search Engine?

Bizzvn research on universal and expanded search found that the Knowledge Graph is found in 8% of all Google search results on desktop.de. The share in mobile search results is 14% of all search results.

Knowledge graphs affect SEO?

Knowledge maps have both advantages and disadvantages for websites and search engine optimization (SEO). Because users often do not require additional clicks to find the desired information, websites with high information sharing can lose traffic in general search queries. This loss of traffic can also lead to losses in advertising revenue. However, opportunities listed by Google in the Knowledge Graph with text or image links are often considered to be positive.

For example, content should be provided with language markup to increase visibility in the Knowledge Graph. An opportunity to tag data is provided by schema.org. This data must also be accurate and up to date. Note that there is no guarantee that your website will be displayed on the chart. Google’s algorithm will decide that. Google itself has not provided any information on this.

Is the Knowledge Graph result the same as the Rich result?

Google distinguishes between Knowledge Graph results and other types of search results, but they recognize that it is difficult to visually distinguish between Rich results and Knowledge Graph results.

Both types of results use styles, images, and other features to provide a wealth of information for specific queries, for example.

The main difference between Knowledge Graph results and rich results is the level of control you have over the content. Although you generally do not have much control over rich results, you can suggest changes to the Knowledge Graph, especially when it relates to your brand identity and information.

It is worth noting that the Knowledge Graph also helps determine which results are linked in carousels. However, because carousel results are currently limited to informational, non-commercial queries, and because they do not represent direct traffic or SEO advantages, we will not focus on tape optimization in this article.

Instead, we will focus entirely on how you can leverage and influence the Knowledge Graph tag content.

Types and examples of Knowledge Graph

Getting the Knowledge Graph card for your brand is a great way to beat new businesses, earn more website traffic and help people discover your direct locations.

In this section, we will examine some of the most common query types that return the Knowledge Graph card and how you can get benefit.


If you do not take advantage of your branded Knowledge Graph tables, mascots and logos, you are missing out on a great opportunity. These tags help users engage with your brand by grouping together easy-to-understand information, such as basic descriptions, stock price information, and one or two notable events.

These cards not only contain a lot of information for searchers but also can link directly to your website and social profile. Depending on the type of business, mobile searchers may even access search boxes and browse products directly through your Knowledge Graph card.

Non-profit organizations

When a search for certain conditions returns knowledge of those conditions, the Knowledge Graph tables will prominently display information about the nonprofit organizations involved.

For example, a search for “ALS” from Canada returns links related to Amyotrophic Lateral Sclerosis and Knowledge Graph panel about the Canadian ALS Association.

This is a relatively recent change to the Knowledge Graph tables and it presents a great opportunity for nonprofits to increase visibility. Nonprofits, like other companies, may include links to their websites and social profiles on their cards.

Influential people

Some people’s names are basically trademarks for themselves. Search for prominent figures like the word “Elon Musk” up to a big ad for all his efforts and achievements.

Knowledge Graph cards like this are a great way to group your social media presence and help you influence how you want your name – and your company – to be perceived.

Local business

Local businesses will gain the most from the Knowledge Graph. If you can find the information, Google packs tons of additional information into your tag, including:

  • Customer Feedback.
  • Critical review.
  • Daily.
  • Popular time.
  • Room booking options.
  • Phone number.
  • Direction.
  • A link to your website.
  • And more.

Giving people the ability to book a table or book an appointment directly from the SERPs means that searchers easily find exactly what they’re looking for and you win a new business – all with the utmost effort.

To get the most out of your local Knowledge Graph card, just make sure your business is integrated with Google+.

Media (Movies, TV Shows, Books, Music, etc.)

If you are going to watch new movies of any frequency, you are probably looking at the Knowledge Graph panel for ratings, new trailers, cast info, and release dates. Depending on your local cinema, you might even have bought your ticket through the card.

Similarly, if you have ever written a book or created a larger property that garnered a lot of attention through search, the Knowledge Graph card is a great way to influence visibility and SERP click through rate.

Nutritional information

Knowledge maps are a great way to convey common search information, such as links to recipes, daily calories and other nutritional events. This is especially helpful if your business deals with food, planning a meal, or sharing a recipe.


If you have built your business around specific products, then product tags can work very much like a company’s Knowledge Graph card, by increasing brand awareness and clickthrough rates.

However, unlike the company’s Knowledge Graph card, product tags do not necessarily have primary real estate on the SERPs. The top of the page is usually taken up by sponsored ads instead. Be aware of this before you start optimizing thousands of product pages in a gambit for visibility.

How to influence the Knowledge Graph

To ensure transparency, I will start by saying that there is no sure way to get the Knowledge Graph dashboard. Even if you have all the markup properly, Google does not have to respect or include it in the SERPs.

That said, we know exactly what resources Google uses for our Sitemap, so following these steps represents the best chance you get more visibility for your brand. yourself.

  1. Take advantage of schema markup on your homepage

Schema markup is invisible to visitors, but it is important that you want the Knowledge Graph to get information about your business.

Fill in all the information you feel relevant, such as local organizations, people and businesses. Any data using Schema.org elements can be selected by the Knowledge Graph, so take advantage of markup as you like.

If you are not sure where to start, consult Google’s summary of the main types of markings to include while customizing a person’s Knowledge Graph.

When you are finished, use Google’s Structured Data testing tool to make sure your Schema markup is valid.

  1. Listed at Wikidata.org and Wikipedia

Now you may notice that every Knowledge Graph card borrows company descriptions from Wikipedia.

Google also often relies on Wikipedia for official website addresses (unless you provide it yourself). So, it goes without saying that if your business does not have a Wikipedia page, you should create one or hire a trusted Wikipedia editor to create one for you.

Google also receives some information from Wikidata, so make sure you create an entry about your business there and include a link to your Wikidata entry in your Wikipedia article. This guide to Wikidata will get you started.

  1. Local businesses: Optimize Google Maps and Google my Business

Start by setting up your Google My Business page. Fill in details, such as business hours, and keep your information short and accurate.

Most importantly, make sure you are using your social media accounts regularly to interact with customers, get new reviews and earn local citations. All of these will help you earn a Knowledge Graph card for your business.

  1. Verify your social media account

Even if Google cannot find your official website, you can still find the Knowledge Graph if your social media profiles are correctly identified and verified.

In fact, one of the ways that Google can identify you as an official representative of your brand is through the YouTube channel or Google+ page, giving you the freedom to request changes on the Knowledge Graph card of yourself.

  1. Request changes from Google

When you have the Knowledge Graph card, requesting change is a two-step process.

  • You need to be recognized as an official representative of your brand. Doing this means owning the brand’s official website, YouTube channel or Google+ page and logging into Google as the owner.
  • You need to propose a change. Changes may be required for the main image, image size, URL, Person, logo, social profile, etc.

Google will then review your proposed changes and email you updates when they decide whether to publish your changes.

For more information, visit Google’s guide to suggest changes to the Knowledge Graph card.


Previously, the Knowledge Graph tags were one of the only types of rich results, and they immediately caught searchers’ attention.

Today, the Knowledge Graph card calls attention alongside 3 local packages, carousels, featured snippets, rich snippets, AdWords ads and more.

Although one might argue that Google is better than ever in predicting what we want to see, it presents another challenge for us and it raises the question of How do we Ensure that we are always ahead of the customers who are looking for our products and services?

The answer to that question may lie only in the Google Knowledge Graph. If you find yourself constantly being overlooked in the SERPs, both you and those looking for your solution will benefit from the Knowledge Graph card that has your name on it.

Thong Nguyen, Bizzvn


What is the Knowledge Graph? The maximum way to reach the Knowledge Graph

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