If you run an online business, most probably you are well-versed with the Google Knowledge Graph or at least you must have heard about it, but if not, don’t worry, because here in this blog post, you are going to learn about Knowledge Graph and how you can optimize it to improve your company search on the search engine result pages (SERPs). So, let’s try to understand what exactly Google Knowledge Graph is.
If you’ve searched any company name on Google recently, you’ve probably seen the Knowledge Graph on the right side panel of search results. See the below image for reference:
The Google knowledge graph is nothing, but a part of Google’s semantic search (remember the famous Hummingbird update) which looks at how data is structured and processed by the search engine to provide the most useful and relevant results to user search queries. In other words, Google search knowledge graph is meant to enhance the queries of users by providing the most relevant and useful results in a jiffy. No doubt, knowledge graph is one of the most advanced features of Google. With a basic layout, top right located in search engine result page, and a cutting-edge algorithm, Google’s knowledge graph serves it purpose every single time it’s used.
Steps To Optimize The Knowledge Graph To Improve Your Company Search
To optimize the knowledge graph, you need to use a right combination of Schema.org markup structured data and maintaining an updated Google+ profile of your business. To implement the structured markup data properly, you need to take the assistance of your developer, but don’t worry, this won’t affect how users view your site.
Logo: To optimize the logo, there are two possible ways out there. Take the image in consideration that should appear in the Google’s knowledge graph and influence where the link takes users when they tap or click on it in the Knowledge Graph. First, you need to figure out your official logo using Schema.org’s Organization markup in the website’s homepage. Here are some Google’s official logo guidelines, which your developers must see. Then, if you would like to link the logo of your business with a Google+ profile page instead of an image search result, claim and optimize your Google+ profile.
Contact number: At times, consumers just look for the contact number in the Google knowledge graph. By incorporating correct phone number data in the same Schema.org Organization markup, you can allow local customers of your area to contact you easily without forcing them to visit your website and search the number there, which may even frustrate a user. But, if customers clearly see your contact number in the knowledge graph, chances are more that you will receive more calls from your prospects.
If you have multiple phone numbers from customer support to technical support and credit card support, you can specify all of them in the Google knowledge graph. You can also check the Google’s official contacts guidelines here.
Incorporating Social Profile Links: Although, Google knowledge graph supports seven different social networking profiles – Facebook, Instagram, Youtube, Google+, LinkedIn, Twitter and Myspace, but it displays maximum five profile in the knowledge graph. You should mention only those five social profiles where you are most active and put your most efforts, since these social networking profile icons on the knowledge graph act as a linker to your social network accounts. Check the Google’s official social profile guidelines here.
Add High Quality Pictures and Videos on Your Google+ Profile: To bring in more customers to your store you need to keep your business profile updated as well as you need to add some high quality pictures and videos of your business/store on your Google+ profile. This will help customers to get an idea about your business or store. Furthermore, pictures uploaded on Google+ profile will appear in the knowledge graph and anybody who searches your brand name on Google will be able to see your business pictures. This also gives users an opportunity to follow your business straight from the Google knowledge graph.
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