Knowledge graphs are prominent features in a Google search involving a person, place, brand or company. They appear to the right of the organic search results and review quick, important information about the subject of the search.
Your brand is able to edit the information contained in its knowledge graph to optimize results shared with search users. However, it must first become an entity. The following is an overview the benefits offered by knowledge graphs and the steps to become an entity and then claim your graph.
Benefits of Knowledge Graphs
There are several key reasons that optimize knowledge graphs are good for your brand. The following are the most important:
Quick Access – Users gain quick access to useful brand information without the need to click through to a website. Thus, you get brand impressions and the chance to communicate key items without a user taking the next step.
Trust and Authority – Delivery of knowledge graphs is becoming more common. As users get more familiar with them, they become an important contributor to building trust and authority for your brand.
Simple Edits – Now, Google allows people and brands to self-edit knowledge graphs for optimization through a simple verification process. This editing ability helps you control the types and quality of information that users see in the graph results.
Becoming a Brand or Company Entity
The following is how Elite SEM become an entity and helped some of our clients to become entities as well. Here is a screenshot of Elite SEM’s knowledge graph result.
The basic details included in knowledge graphs have historically been sourced through a few key websites. Currently, much of what you see comes from Wikipedia, Schema Markup and Citations from high authority sites.
First, ensure you have the following:
- A Company Website – Ensure there is content on your website that speaks to who you are, what you do, etc.
- Facebook Profile – Ensure your profile privacy setting is set as public so it can be crawled by Google
- Twitter Profile – Ensure your profile is optimized with copy about your brand, profile image, etc.
- LinkedIn Profile –Ensure your profile is up to date with key information about your brand.
Here is a breakdown of additional steps required to become an entity:
Organization Schema Markup – Implement Organization Schema markup site-wide on your website. Include the logo and sameAs itemprop element with your logo link and social profile links respectively. Here is an example of the markup we used on elitesem.com.
<div itemscope itemtype="http://schema.org/Organization"><div id="id"><h1 class="site-title"><a itemprop="url" href="https://elitesem.com"><img itemprop="logo" src="//elitesem.com/wp-content/uploads/2014/03/Elite_SEM_Logo_2014" alt="Elite SEM" /></a></h1></div><!-- #id --><div style="display:none;"><aitemprop="sameAs" href="https://www.facebook.com/EliteSEM">Facebook</a><a itemprop="sameAs" href="https://twitter.com/elitesem">Twitter</a><a itemprop="sameAs" href="https://www.youtube.com/user/EliteSEMInc">YouTube</a><a itemprop="sameAs" href="https://plus.google.com/+Elitesem">Google +</a><a itemprop="sameAs" href="http://www.linkedin.com/company/elite-sem">LinkedIn</a></div></div>
This can help your logo and social links appear in the knowledge gGraph.
Rel Publisher Linking –Implement rel publisher linking site-wide. You need to have a brand Google + page that updated frequently. Here is an example of the rel publisher markup we used on elitesem.com.
<link rel=”publisher” href=”https://plus.google.com/116825813568242860048/” />
Build Citations – After implementing items 1 and 2, build citations where possible.
After you have implemented steps 1 through 3, wait about three to four months for the Knowledge Graph result to appear.
Verify and Edit Knowledge Graphs
Thanks to a recent Google announcement, people, companies and brands have more control over the appearance of knowledge graphs. You can claim your knowledge graph and suggest edits by going through an efficient verification process.
To claim and edit your knowledge graph, complete the following steps:
- Search for your company or brand name. Under the knowledge graph, select the link that says, “Do you manage the online presence for (your brand)?”
- Select the blue “Get Verified” button on the subsequent landing page.
- Authorize yourself with your YouTube, Google+, Search Console or Twitter account.
- Log back into Google and then select to authenticate.
- Follow the instructions for “Getting Started” in a verification email you receive, review your information and “Suggest an edit” if necessary.
Knowledge graphs are quickly becoming an important component of search engine optimization for companies and brands. The benefits of an optimized presence are clear. Now, thanks to Google’s announcement, you have greater control over optimization.
For more insights on knowledge graphs, read Knowledge graph case study helping Travelstore become an online entity.