If you have been optimizing your local business for search engines, you probably heard of the Google Knowledge Graph. It’s a tool released back in 2012 which aims to boost a business’ visibility online. In turn, it will also help internet users gain information about a business without the need to visit internal pages.
Remember that Google will not roll out a tool if it doesn’t have an important use. With this, you must know what the Knowledge Graph is and how it benefits your business.
Introduction to the Knowledge Graph
The Knowledge Graph is a tool that shows up either on the sidebar or the top of the search engine. The goal of this tool is to increase the availability of business on the search results.
Instead of the internet user clicking to internal webpages, the Knowledge Graph displays essential information about a business.
Still, not all businesses will qualify to have a Knowledge Graph. The search engine has to consider some factors first before generating the graph.
Benefits of the Knowledge Graph
Since it boosts the visibility of your business, the Knowledge Graph brings advantages for a business, be it big or local. Here are some of the benefits of having a Knowledge Graph.
*Enhanced website traffic
The Knowledge Graph becomes a jump-off point of internet users toward your website. Through this, you will experience increased traffic and potential conversion.
*Boosting the sense of credibility
Internet users perceive businesses with Knowledge Graph to be more trustworthy. Since they quickly access the phone number and address of an establishment, they can easily inquire about the service or product.
*Better user experience
The Knowledge Graph provides internet users with immediate information. Since it’s more convenient than visiting numerous webpages, your business will experience better conversions. It’s also a great way to promote brand awareness
How Google generates the Knowledge Graph
The Knowledge Graph isn’t generated by default for all businesses. Google will have to consider three factors before qualifying a specific entity for the graph. These are the following:
The search engine will look into internet users’ search behavior, including their queries, location, duration of visit, and so on.
This is the process of cataloging business information to come up with an accurate and factual graph. It prevents ambiguity and it also establishes the authenticity of a business.
This is when Google analyzes the context of every user’s search query. This is an in-depth process of looking into the location of the user and the synonyms of the queries they enter on the search engine.
Should you optimize for it?
Definitely! The Knowledge Graph offers added presence online, plus it serves immediate information to internet users. Aside from listings and the Map pack, this tool is indispensable in boosting your sales.
Still, there’s work to do for your business to have a Knowledge Graph. Ranking organically and locally is just the start. Also, make sure that your NAP and GMB account are all accurate and up-to-date.
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