Google Knowledge Graph — Going Beyond Semantics Part 2

Google Knowledge GraphAs I said in Part 1  this new innovation/iteration from Google is going to have a very pos­it­ive impact, here’s why:

# 1 : Impact on SEO and What Web­mas­ters Need To Focus On

The era of just focus­ing on keywords is passé. Also, the whole game of link­ing between pages changes from here onwards. Now there’s 2 ways you could look at it:

- The Doom ‘n’ Gloom Way

For many people who are used to build­ing huge dat­abses of votes (link juice) and rank­ing for lots of keywords, the past changes in Google would have come as shocks. The graph is just another indic­a­tion that SEO — for the sake of match­ing a search algorithm’s para­met­ers — is over! There’s no way left to game the sys­tem. And folks are prob­ably going… “There goes all my free traffic.”

Well, all isn’t lost…

Yes, keywords and back­links will keep their import­ance for get­ting your site tracked and indexed for what your mar­ket is. But to remain in the index and get the kind of traffic you want/need, SEOs will have to look bey­ond link­ing, con­tent optim­isa­tion and page structure.

This leads me to the altern­ate way of look­ing at things (i.e. your answer)…

- “Has it just got easier to rank?”

The know­ledge graph will sug­gest pages with rel­ev­ance to the searcher. These will be right along the top res­ults that he wishes to explore. Which means he/she is fil­ter­ing auto­mat­ic­ally as an inter­ested reader by rais­ing their hand up deep into the search results.

So step­ping bey­ond the inbound links and site struc­ture, see which links really drive value to the user and get them closer to the desired inform­a­tion the fast­est! Or, put­ting it another way, short­l­ist those links that add to the inform­a­tion already avail­able to make it more mean­ing­ful and complete!

The more of these you have, the bet­ter it is for your vis­it­ors. Enhance their exper­i­ence and you will per­sist in the index while your com­pet­it­ors go home.

# 2 : Impact on Con­tent Pro­du­cers and Writers

As I just men­tioned, hav­ing your prime focus on keywords is not the recipe to cook any­more. What con­tent cre­at­ors now need is a method to write copy which answers questions.

Why?

Keywords have now become “objects”.

In the end, whatever the user enters into the search box ori­gin­ates from a ques­tion formed in their brain a few seconds, minutes or hours back. The Google Know­ledge Graph wants to decipher the search term to deduce that ques­tion with con­sid­er­able accur­acy. The deduc­tion maps ques­tions to live people, places, things, phe­nom­ena etc i.e. objects. It’s almost like feed­ing ariti­fi­cial intel­li­gence into the search engine.

“In real life a human brain trans­forms the real word objects and images into entit­ies and under­stands the rela­tions between their attrib­utes to find out the accur­ate inform­a­tion about sur­round­ing activ­it­ies of objects.”

Talk­ing of which, here’s a great art­icle about it!

So if you’re answer­ing ques­tions, you will do a few things by default:

o Include the neces­sary search phrases (or vari­ations thereof) nat­ur­ally with the right frequency

o Give the user content/answers they “truly need”. Not simply read­ing just another blog post…

o Include related inform­a­tion, links and keywords that sup­port what you state in your copy wherever needed…the way a research assign­ment works

All these are traits of web copy that deserve to rank well and be read. These are also the corner stones that a search-engine like Google shoots for when ‘dis­cov­er­ing’ related con­tent. The best part is, none of the con­tent is forced on Google­bot or the searcher.

# 3 : Impact on The Social Graph

For those read­ing this want­ing to know/understand/find a detailed and clear explan­a­tion of what the social graph prob­lem is, it can be found here:  (NOTE: it’s from 2007 but is still valid)

But Google dis­con­tin­ued its social graph?

As of April 20th 2012, Google dis­con­tin­ued their Social Graph API. A likely reason would be that most people are now depend­ant on social net­work pro­files to share most of their info.

Social Graphs return a person’s dif­fer­ent forms of pres­ence on the web mapped onto the nodes of the graph. It also returns the dif­fer­ent people lined to that one person.

Now, a per­son can leave their pub­lic data around the web without any issues and have it mapped,in case someone wants to con­firm their cre­den­tials, or if they wish to cir­cu­late inform­a­tion between dif­fer­ent media shar­ing platforms.

How­ever, if the data is best kept private, then a good map­ping isn’t likely on a pub­lic social graph. So it made sense for google to dis­con­tinue their API. Most private shar­ing has already shif­ted to social circles.

The Google Know­ledge Graph is built into Search. Think about that for a moment…

We already know that when signed into G+, your search res­ults are per­son­al­ised. How about hav­ing a social graph that can use data from your social pres­ence on a net­work like G+ and use it to give you search results

- from your circles

- from your activities/interests

- from spe­cific, unique inform­a­tion about you that reflects your “needs”

The first two are fea­tures that are already part of social search (search + your world). The last one brings rel­ev­ance of search res­ults into the picture.

And finally… — [TL:DR]

So if the Google Search Engine com­bines them all, it is exploit­ing a set-up that uses fea­tures of the social graph (your online pres­ence, con­tacts and inform­a­tion), fea­tures of a social pro­file (your interests and preferred/marked search res­ults) and fea­tures of rel­ev­ance based search.

Well, with the addi­tion of the Know­ledge Graph into Google’s arsenal, the whole com­bin­a­tion of Google’s ser­vices achieves exactly that kind of a set-up!

That said, you could con­sider the Know­ledge Graph a boost or upgrade to the Social Graph that exis­ted earlier. It’s con­nect­ing people to con­tacts, con­tacts to shared inform­a­tion, inform­a­tion to ques­tions and finally ques­tions to “real-world objects”

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About

SEO, social con­tent and sig­nals advoc­ate, closet geek (not fully fledge), writer, speaker, & blogger.

Founder of NOD3x (http://nod3x.com) — Social Net­work Ana­lysis, know­ledge graph ana­lysis application

Lee can be con­tac­ted by email: here

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