As 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.
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”