Knowledge Graph –
Helps You Find What You
Meant To Search For!
This is the kind of improvements we all look forward to seeing from Google!
You’ve likely heard me joke that one of my most valuable skills is knowing WHAT to ask from Google and HOW to ask it! We laugh, but we know that getting exactly the right info we want is still sometimes tedious!
The new Google Knowledge Graph will actually help the average user get better results by requiring input to be “less smart” when we search…
For example, (once this is in place), if you search for Andromeda … the search will then ask you whether you mean the Andromeda Galaxy, Andromeda the tv show, or Andromeda the rock band… (filling in contextual information you may have forgotten to include with a simple easy click).
Google writes: “Get an under the hood look at the next frontier in Search, from the team at Google behind the technology. The Knowledge Graph is a huge collection of the people, places and things in the world and how they’re connected to one another. With this technology, Google can get you the best possible answers and help jump start your discovery.” Learn more at this link.
Introducing the Knowledge Graph
Context is a LOT harder for a computer/script than you might imagine – though its the basis of how our brains work.
Adding contextual information to our search will result in a more pleasant search experience (and less of trying to ignore unrelated search results when we failed to include important context clues in the search box originally).
Knowledge Graph options will also be available from the tablet and mobile views.
Will the Google Knowledge Graph change SEO?
Somewhat… but generally for the (substantially) better for the end user…
Now, a search for a general “short-tail” keyword will have “options” that will draw clicks off the first result. At the moment these clicks are in the right hand column and do not disrupt the top spaces. (I have however spotted a top-space box that I can’t seem to reproduce that is likely coming.)
It definitely catches my eye that even in the personalized view, no social appears in the right pane… or even ads for that matter! (Subject to change of course!)
As to whether this has a negative impact on SEO… only one question really comes to mind:
Does a site selling (for example) Andromeda (TV Show) t-shirts honestly deserve any clicks when a kid is researching a school paper about the Andromeda galaxy?
We likely agree that the answer is no.
However, we all know that some search results produce that sort of thing even though we know they never should have.
Because this action is “corrective”, it will impact a few sites that are ranking high for short tail keywords they don’t belong on… which most of us would likely agree is acceptable consequences. However, once the click-through to the corrected topic is made, high ranking sites should remain high ranking for their right (adjusted) usage.
Marketers usually know that a short-tail (broad) keyword is not a buying keyword anyways and majority of the focus goes on keywords closer to purchase (such as “Andromeda t-shirts”).
So, in this way, the Google Knowledge Graph will impact SEO but I find myself untroubled by the outcome.
What are your thoughts on Google’s Knowledge Graph?
Do you think it’ll be a helpful tool?
Let’s discuss in the comments below!
~ Kim ~
Simple Tech Tips For Marketing
PS: I think that this, when if properly blended with personalized/social search, is a lot closer to making the search results produce the things we’ve needed than ever before!