SEO Stragies That Will Win With Google’s Knowledge Graph –
If you weren’t already in the game of figuring out what your target market is thinking about next, its time to get started. Google is starting to let the world know about something we at InBusiness, Inc. assumed was coming for quite some time. Google isn’t the only one who has been working on language algorithms to better understand what people are really looking for when they make a search. That is more complex than you would think, but technology is catching up on the elusive goal.
Last year IBM but it’s attempt known as WATSON up against the best Jeopardy players of all time. Watson came away with the win. Google has been working to provide more diverse information to its searchers by providing an array of answers when someone searches. They are trying to give you the answers to the questions you haven’t even thought to ask yet. How can you develop strategies to benefit your business by focusing on the Knowledge Graph?
Focus on Strings & Not Things
People don’t search for information on a linear path. They bounce around a lot. The knowledge Graph will make bouncing a lot easier to do. Make sure that you are making your content and website easy to connect strings from similar concepts, there is a good chance you will benefit from how the knowledge graph will work. Focus on the strings that connect answers to various questions instead of just the question itself.
Here is an example
Let’s say that you are trying to get people interested in buying anniversary gifts to visit your website. Traditionally, most SEO’s will be trying to rank for “anniversary gifts” or a long-tail version of that phrase. Here is where thinking ahead will give you a leg up in the knowledge graph, an article about anniversary gifts given by popular figures in history will provide strings to a variety of different content that 100,000’s of people will be searching for in Google. You can bet that some of them will have anniversaries coming up, and will be history buffs that would think it would be cool to get their loved one a similar gift. That article will get a lot more attention thanks to the knowledge graph if it is positioned properly. The tidbits of the structural function of the knowledge graph are not out on the open market yet, but you can bet we will be posting something about when we find out.
What it means for search?
In the short term it doesn’t really mean much. Google ads things like this into the search results on a pretty regular basis but they are pretty serious about this one. It falls in line with their overwhelming desire to come up with a strategy to compete with Apple’s Siri interface. I believe it is where search is heading. They may not get it right this time, but they will keep trying. Only time will tell how Knowledge Graph will effect search.
David’s Unofficial Recommendation: Knowledge is still too much of an unknown to put considerable effort into optimizing for it, but it is definitely something to keep abreast on. It fits into an overall theme of Google recent push to get people to stop focusing on optimization and to start focusing on generating content that people want and care about.
Other resources I found worth reading as I wrote this post:
http://googleblog.blogspot.com.au/2012/05/introducing-knowledge-graph-things-not.html — Google official post
http://searchengineland.com/google-launches-knowledge-graph-121585 — Great post from search engine land from Danny Sullivan