{"id":34447,"date":"2020-03-19T13:46:20","date_gmt":"2020-03-19T18:46:20","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=34447"},"modified":"2023-05-15T05:13:55","modified_gmt":"2023-05-15T10:13:55","slug":"google-knowledge-graph","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/google-knowledge-graph\/","title":{"rendered":"Google\u2019s Knowledge Graph Explained: How It Influences SEO"},"content":{"rendered":"<div class=\"intro-txt\">If you\u2019ve ever seen something like this in the search results\u2026<\/div>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1025\" class=\"wp-image-34463\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/knowledge-card-harrison-ford-age.png\" alt=\"knowledge card harrison ford age\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/knowledge-card-harrison-ford-age.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/knowledge-card-harrison-ford-age-663x425.png 663w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/knowledge-card-harrison-ford-age-260x166.png 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/knowledge-card-harrison-ford-age-768x492.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/knowledge-card-harrison-ford-age-1536x984.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>\u2026 then you\u2019ve already experienced the benefits of Google\u2019s Knowledge Graph.<\/p>\n<p>But what is a knowledge graph? How does it work? And how can you take advantage of it to increase brand visibility and improve SEO?<\/p>\n<p>In this guide, you\u2019ll learn:<\/p>\n<ul>\n<li><a href=\"#what-is-googles-knowledge-graph\">What Google\u2019s Knowledge Graph&nbsp;is<\/a><\/li>\n<li><a href=\"#how-the-knowledge-graph-influences-search\">How it influences search<\/a><\/li>\n<li><a href=\"#how-to-get-in-googles-knowledge-graph\">How to get in the Knowledge Graph<\/a><\/li>\n<li><a href=\"#how-to-edit-your-knowledge-panel\">How to suggest changes to your Knowledge Panel<\/a><\/li>\n<\/ul>\n<div class=\"hub-link\"><img decoding=\"async\" alt=\"Beginner's guide to how search engines work\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/guide\/ch2.svg\"><div class=\"hl-title\">New to search? Check out&nbsp;our<\/div><div class=\"hl-content\"><a href=\"https:\/\/ahrefs.com\/blog\/how-do-search-engines-work\/\" target=\"_blank\">Beginner\u2019s guide to how search engines work<\/a><\/div><\/div>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is Google's Knowledge Graph?\" data-section=\"what-is-googles-knowledge-graph\">\n<h2>What is Google\u2019s Knowledge Graph?<\/h2>\n<\/div><\/div>\n<p>Google\u2019s Knowledge Graph is a knowledge base of entities and the relationships between them.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"1302\" class=\"wp-image-34459\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/01-knowledge-graph-1.png\" alt=\"01 knowledge graph 1\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/01-knowledge-graph-1.png 900w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/01-knowledge-graph-1-294x425.png 294w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/01-knowledge-graph-1-768x1111.png 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\"><\/p>\n<p>What is an entity? It\u2019s any object or concept that can be distinctly identified. This includes tangibles like people, places, and organizations, and intangibles like colors, concepts, and feelings.<\/p>\n<p>Entities are connected by edges, which describe the relationships between them.<\/p>\n<p>Storing real-world data like this helps Google to understand the meaning behind search queries, which means more relevant results for searchers.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How the Knowledge Graph influences search\" data-section=\"how-the-knowledge-graph-influences-search\">\n<h2>How does Google\u2019s Knowledge Graph influence search and&nbsp;SEO?<\/h2>\n<\/div><\/div>\n<p>Generally speaking, the Knowledge Graph is a positive thing for both users and SEOs. Users get more relevant search results, and SEOs get more traffic to deserving content.<\/p>\n<p>But it\u2019s not all roses and unicorns. There are some downsides.<\/p>\n<p>Here are four ways the Knowledge Graph influences search, for better and&nbsp;worse:<\/p>\n<h3>Google better understands search intent<\/h3>\n<p>Links are great for gauging the quality of a page, but not its relevance to the search query.<\/p>\n<p>That\u2019s fine as long as search queries resemble the language of the content. Google can use quality signals such as links to return the best content from its&nbsp;index.<\/p>\n<p>But people don\u2019t always search that way. They describe things in different ways.<\/p>\n<p>That\u2019s where the Knowledge Graph comes in, as it allows Google to go beyond keyword matching and return more relevant results.<\/p>\n<p>For example, take the query \u201csmall green guy with lightsaber\u201d:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1590\" height=\"920\" class=\"wp-image-34460\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/small-green-guy-with-lightsaber.png\" alt=\"small green guy with lightsaber\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/small-green-guy-with-lightsaber.png 1590w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/small-green-guy-with-lightsaber-680x393.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/small-green-guy-with-lightsaber-768x444.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/small-green-guy-with-lightsaber-1536x889.png 1536w\" sizes=\"auto, (max-width: 1590px) 100vw, 1590px\"><\/p>\n<p>Despite the fact we didn\u2019t even mention Star Wars, Google still understands what we\u2019re looking for and gives us the answer.<\/p>\n<p>The same is true for the query \u201chan solo actor other movies\u201d:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"616\" class=\"wp-image-34452\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/1-han-solo-movies-1.png\" alt=\"1 han solo movies 1\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/1-han-solo-movies-1.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/1-han-solo-movies-1-680x262.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/1-han-solo-movies-1-768x296.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/1-han-solo-movies-1-1536x591.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Here, not only are the results relevant, but Google also shows the connection in the Knowledge Graph and provides an entity carousel which satisfies our&nbsp;query.<\/p>\n<h3>Google can better accommodate voice searches<\/h3>\n<p>With Google Assistant now <a href=\"https:\/\/www.thinkwithgoogle.com\/data\/google-assistant-device-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">built into more than one billion devices<\/a>, and around 70% of requests being expressed in natural language, making sense of voice queries is more important than ever for Google.<\/p>\n<p>How does the Knowledge Graph help with&nbsp;this?<\/p>\n<p>It allows Google to recognize entities and attributes in natural language queries. Just think for a moment about the way you type search queries versus how you actually talk. Yes, there\u2019s a difference.<\/p>\n<p>Take a look at this query, for example:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-34470\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/assistant-voice-search.jpg\" alt width=\"1154\" height=\"1296\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/assistant-voice-search.jpg 1154w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/assistant-voice-search-378x425.jpg 378w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/assistant-voice-search-768x863.jpg 768w\" sizes=\"auto, (max-width: 1154px) 100vw, 1154px\"><\/p>\n<p>Because \u201cHan Solo\u201d and \u201cStar Wars\u201d are closely connected entities in the Knowledge Graph, it\u2019s easy for Google to pull the answer you\u2019re looking for.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"1120\" class=\"wp-image-34456\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/02-knowledge-graph-1.png\" alt=\"02 knowledge graph 1\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/02-knowledge-graph-1.png 900w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/02-knowledge-graph-1-342x425.png 342w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/02-knowledge-graph-1-768x956.png 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\"><\/p>\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div>&nbsp;Google also takes your most recent searches into account for voice search. If you ask \u201cwhich actor played han solo in star wars\u201d and then \u201chow old is he,\u201d Google will know that \u201che\u201d is referring to Harrison Ford.&nbsp;<\/div>\n<h3>More brand visibility&nbsp;and authority<\/h3>\n<p>Google shows Knowledge Graph data in SERP features like Knowledge Panels and Knowledge Cards.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"857\" height=\"1600\" class=\"wp-image-34457\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/apple_kp-1.jpg\" alt=\"apple kp 1\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/apple_kp-1.jpg 857w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/apple_kp-1-228x425.jpg 228w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/apple_kp-1-768x1434.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/apple_kp-1-823x1536.jpg 823w\" sizes=\"auto, (max-width: 857px) 100vw, 857px\"><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1316\" height=\"1210\" class=\"wp-image-34462\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/apple_kc-1.png\" alt=\"apple kc 1\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/apple_kc-1.png 1316w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/apple_kc-1-462x425.png 462w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/apple_kc-1-768x706.png 768w\" sizes=\"auto, (max-width: 1316px) 100vw, 1316px\"><\/p>\n<p>What does that mean for&nbsp;you?<\/p>\n<p>It means that if you can get your brand in the Knowledge Graph, you\u2019ll benefit from more SERP real estate, visibility, and possibly even authority and trust amongst searchers.<\/p>\n<p>You could also find your logo popping up in the SERP for non-branded queries.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1598\" height=\"1558\" class=\"wp-image-34450\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/2-logo-1.png\" alt=\"2 logo 1\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/2-logo-1.png 1598w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/2-logo-1-436x425.png 436w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/2-logo-1-768x749.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/2-logo-1-1536x1498.png 1536w\" sizes=\"auto, (max-width: 1598px) 100vw, 1598px\"><\/p>\n<h3>Fewer&nbsp;clicks on search results<\/h3>\n<p>Based on <a href=\"https:\/\/sparktoro.com\/blog\/less-than-half-of-google-searches-now-result-in-a-click\/\" target=\"_blank\" rel=\"noopener noreferrer\">Rand Fishkin\u2019s latest study<\/a>, more than 50% of searches result in no clicks.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" class=\"wp-image-34455\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/pasted-image-0-24.png\" alt=\"pasted image 0 24\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/pasted-image-0-24.png 1280w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/pasted-image-0-24-680x383.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/pasted-image-0-24-768x432.png 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\"><\/p>\n<p>Part of the reason this happens is down to the Knowledge Graph, which helps Google answer more queries directly in the&nbsp;SERP.<\/p>\n<p>Just look at a query like \u201cwhat is&nbsp;seo\u201d:<br>\n<img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1114\" class=\"wp-image-34454\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/3-knowledge-panel-1.jpg\" alt=\"3 knowledge panel 1\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/3-knowledge-panel-1.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/3-knowledge-panel-1-610x425.jpg 610w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/3-knowledge-panel-1-768x535.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/3-knowledge-panel-1-1536x1069.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Google shows a Knowledge Panel with data from the Knowledge Graph.<\/p>\n<p>For SEOs, this can be a problem. If people aren\u2019t clicking search results, then you stand to get little or no organic traffic\u2014even if you rank number one.<\/p>\n<p>How do you solve&nbsp;this?<\/p>\n<p>You can avoid targeting keywords with low organic click-through rates.<\/p>\n<p>For example, 58% of searches for \u201cwhat is seo\u201d result in no clicks\u2026<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"600\" class=\"wp-image-34451\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/6-what-is-seo-clicks-1.png\" alt=\"6 what is seo clicks 1\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/6-what-is-seo-clicks-1.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/6-what-is-seo-clicks-1-680x255.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/6-what-is-seo-clicks-1-768x288.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/6-what-is-seo-clicks-1-1536x576.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>\u2026 so while the Knowledge Panel affects CTR, it\u2019s still a good keyword.<\/p>\n<p>But the same isn\u2019t true for a query like \u201cJohn Legend age,\u201d where only 8% of searches end in clicks.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"756\" class=\"wp-image-34453\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/4-john-legend-age-1.png\" alt=\"4 john legend age 1\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/4-john-legend-age-1.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/4-john-legend-age-1-680x321.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/4-john-legend-age-1-768x363.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/4-john-legend-age-1-1536x726.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to get in Google's Knowledge Graph\" data-section=\"how-to-get-in-googles-knowledge-graph\">\n<h2>How to get in Google\u2019s Knowledge Graph<\/h2>\n<\/div><\/div>\n<p>It should be clear by now that the positives of being in the Knowledge Graph outweigh the negatives, but how do you get&nbsp;in?<\/p>\n<p>While there\u2019s no definitive process, there are a few things you can do to improve your chances.<\/p>\n<h3>1. Step up your PR and link building game<\/h3>\n<p>Let\u2019s deal with the most challenging aspect first. It\u2019s so much easier to be included as an entity in Google\u2019s Knowledge Graph if your company gets talked about on the internet.<\/p>\n<p>Mentions from newspapers\u2014Forbes, TechCrunch, etc.\u2014tell Google that you may represent a notable entity. However, I understand that this is very difficult for many SMBs so don\u2019t give up just yet. It\u2019s possible to get included even without this.<\/p>\n<h3>2. Use schema markup on your&nbsp;site<\/h3>\n<p>Schema.org is the officially recommended markup for <a href=\"https:\/\/ahrefs.com\/blog\/structured-data\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/what-is-structured-data\/\">structured data<\/a>. That\u2019s a separate topic, so I\u2019ll just point out a few things that may help your business to get into Google\u2019s Knowledge Graph.<\/p>\n<ul>\n<li>Use <a href=\"https:\/\/schema.org\/Organization\" target=\"_blank\" rel=\"noopener noreferrer\">organization<\/a>&nbsp;markup<\/li>\n<li>Make sure to use at least the name, logo, url and sameAs properties<\/li>\n<li>Include all your social profiles and possibly Wikidata and Wikipedia pages as your sameAs reference<\/li>\n<li><a href=\"https:\/\/search.google.com\/structured-data\/testing-tool\/u\/0\/\" target=\"_blank\" rel=\"noopener noreferrer\">Validate the markup<\/a><\/li>\n<\/ul>\n<p>The following is the organization markup&nbsp;that we&nbsp;use:<\/p>\n<pre>&lt;script type=\"application\/ld+json\"&gt;\n{\n&nbsp; &nbsp; \"@context\": \"http:\/\/schema.org\",\n&nbsp; &nbsp; \"@type\": \"Organization\",\n&nbsp; &nbsp; \"name\": \"Ahrefs\",\n&nbsp; &nbsp; \"description\": \"Ahrefs is a software company that develops online SEO tools and free educational materials for marketing professionals.\",\n&nbsp; &nbsp; \"url\": \"https:\/\/ahrefs.com\",\n&nbsp; &nbsp; \"logo\": \"https:\/\/cdn.ahrefs.com\/images\/logo\/logo_180x80.jpg\",\n&nbsp; &nbsp; \"email\": \"support@ahrefs.com\",\n&nbsp; &nbsp; \"address\": {\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"@type\": \"PostalAddress\",\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"addressCountry\": \"SG\",\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"postalCode\": \"048581\",\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"streetAddress\": \"16 Raffles Quay\"\n&nbsp; &nbsp; },\n&nbsp; &nbsp; \"founder\": {\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"@type\": \"Person\",\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"name\": \"Dmitry Gerasimenko\",\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"gender\": \"Male\",\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"jobTitle\": \"CEO\",\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"image\": \"https:\/\/cdn.ahrefs.com\/images\/team\/dmitry-g.jpg\",\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"sameAs\": [\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"https:\/\/twitter.com\/botsbreeder\",\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"https:\/\/www.linkedin.com\/in\/dmitrygerasimenko\/\"\n&nbsp; &nbsp; &nbsp; &nbsp; ] &nbsp; &nbsp; &nbsp;\n&nbsp; &nbsp; },\n&nbsp; &nbsp; \"foundingDate\": \"2010-07-15\",\n&nbsp; &nbsp; \"sameAs\" : [\n&nbsp; &nbsp; &nbsp; &nbsp; \"https:\/\/www.crunchbase.com\/organization\/ahrefs\",\n&nbsp; &nbsp; &nbsp; &nbsp; \"https:\/\/www.facebook.com\/Ahrefs\",\n&nbsp; &nbsp; &nbsp; &nbsp; \"https:\/\/www.linkedin.com\/company\/ahrefs\",\n&nbsp; &nbsp; &nbsp; &nbsp; \"https:\/\/twitter.com\/ahrefs\",\n&nbsp; &nbsp; &nbsp; &nbsp; \"https:\/\/www.youtube.com\/channel\/UCWquNQV8Y0_defMKnGKrFOQ\"\n&nbsp; &nbsp; ],\n&nbsp; &nbsp; \"contactPoint\" : [\n&nbsp; &nbsp; &nbsp; &nbsp; {\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"@type\" : \"ContactPoint\",\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"contactType\" : \"customer service\",\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"email\": \"support@ahrefs.com\",\n&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; \"url\": \"https:\/\/ahrefs.com\"\n&nbsp; &nbsp; &nbsp; &nbsp; }\n&nbsp; &nbsp; ]\n}\n&lt;\/script&gt;\n<\/pre>\n<p><b>Learn more:<\/b> <a href=\"https:\/\/ahrefs.com\/blog\/schema-markup\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">What Is<\/span><span style=\"font-weight: 400;\"> Schem<\/span><span style=\"font-weight: 400;\">a<\/span><span style=\"font-weight: 400;\"> Markup? How to Use It to Help Your&nbsp;SEO<\/span><\/a><\/p>\n<h3>3. Sign up for Google My Business<\/h3>\n<p>If you operate a physical business, <a href=\"https:\/\/ahrefs.com\/seo\/local-seo#section5\" data-ahr=\"https:\/\/ahrefs.com\/blog\/local-seo\/#section5\">creating a GMB profile<\/a>&nbsp;is a must. It helps you with brand visibility and authority in both Google Maps and search because it gives you a branded local listing that resembles the Knowledge Panel.<br>\n<img loading=\"lazy\" decoding=\"async\" width=\"948\" height=\"898\" class=\"wp-image-34458\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/local_listing-1.jpg\" alt=\"local listing 1\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/local_listing-1.jpg 948w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/local_listing-1-449x425.jpg 449w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/local_listing-1-768x727.jpg 768w\" sizes=\"auto, (max-width: 948px) 100vw, 948px\"><\/p>\n<p>However, signing up for Google My Business <strong>doesn\u2019t<\/strong>&nbsp;guarantee inclusion in the Knowledge Graph. I searched for the most popular restaurants and bars around me in the <a href=\"https:\/\/developers.google.com\/knowledge-graph\" target=\"_blank\" rel=\"noopener noreferrer\">Knowledge Graph API<\/a>&nbsp;and very few of them were listed as entities.<\/p>\n<p>Nevertheless, providing Google with structured data in your GMB listing may increase your chance of being included in the Knowledge Graph.<\/p>\n<p>Just make sure to use the same details (name, address, phone number, etc.) as on your website and social media.<\/p>\n<h3>4. Create a wikidata.org entry<\/h3>\n<p>Wikidata stores structured data for Wikipedia and other Wikimedia websites. I recommend starting with Wikidata entry creation if you don\u2019t yet have any Wikimedia presence.<\/p>\n<p>A big chunk of Google\u2019s Knowledge Graph data comes from Wikidata, and I would argue that having a profile there is even more important than Wikipedia.<\/p>\n<p>But, unlike Wikipedia, creating an item on Wikidata is quite an easy and straightforward process. What\u2019s not easy is complying with all the rules, especially the <a href=\"https:\/\/www.wikidata.org\/wiki\/Wikidata:Notability\" target=\"_blank\" rel=\"noopener noreferrer\">Notability policy<\/a>. You can give it a shot using good sources to back up your data but know that it might get deleted unless you already have a linked Wikipedia page.<\/p>\n<p>To get you started with Wikidata, go through their <a href=\"https:\/\/www.wikidata.org\/wiki\/Help:Contents\" target=\"_blank\" rel=\"noopener noreferrer\">Help portal<\/a> to get the gist of how the platform works and then watch this <a href=\"https:\/\/www.youtube.com\/watch?v=ibUzIHztZiQ\" target=\"_blank\" rel=\"noopener noreferrer\">video<\/a> on adding and editing items. You should then be ready to contribute to the biggest open-source structured database.<\/p>\n<h3>5. Get a Wikipedia page<\/h3>\n<p>Notice how I used the word <em>get<\/em>&nbsp;instead of <em>create<\/em>.&nbsp;You can try to <a href=\"https:\/\/ahrefs.com\/blog\/how-to-create-a-wikipedia-page\/\">create your own Wikipedia page<\/a>, but you need to make sure to <a href=\"https:\/\/en.wikipedia.org\/wiki\/Wikipedia:Policies_and_guidelines\" target=\"_blank\" rel=\"noopener noreferrer\">adhere to all policies and guidelines<\/a>.<\/p>\n<p><a href=\"https:\/\/en.wikipedia.org\/wiki\/Wikipedia:Ten_simple_rules_for_editing_Wikipedia\" target=\"_blank\" rel=\"noopener noreferrer\">In short<\/a>, mention only objectively valuable information that can be backed up by trustworthy sources. On top of that, you need to comply with the Notability policy already mentioned in the tip&nbsp;above.<\/p>\n<p>This is exactly why you want to be mentioned in mainstream media and other authoritative sources.<\/p>\n<p><span style=\"font-weight: 400;\">I recommend you don\u2019t try to find loopholes in the creation process. Your page will get flagged sooner or later, and anything shady will stick in your log history.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your best bet is to market yourself so well that someone unaffiliated with your business creates a Wikipedia page for you. Or at least read our <\/span><a href=\"https:\/\/ahrefs.com\/blog\/how-to-create-a-wikipedia-page\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">thorough guide<\/span><\/a><span style=\"font-weight: 400;\"> before you try to create the page yourself.<\/span><\/p>\n<h3>6. Be consistent<\/h3>\n<p>This is a general marketing tip, but I\u2019ll focus on the entities here by asking you a question:<\/p>\n<p>How is Google supposed to show its users accurate and relevant information about your brand and products if your online presence is ambiguous and inconsistent?<\/p>\n<p>This goes even beyond those five tips mentioned earlier. Be consistent with everything when it comes to your online presence.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to suggest changes to your Knowledge Panel\" data-section=\"how-to-edit-your-knowledge-panel\">\n<h2>How to suggest changes to your Knowledge Panel<\/h2>\n<\/div><\/div>\n<p>Google\u2019s Knowledge Panels aren\u2019t perfect. Sometimes they display incorrect information, and this might be true for your branded Knowledge Panel&nbsp;too.<\/p>\n<p>How can you fix&nbsp;this?<\/p>\n<p>Claim your knowledge panel and <a href=\"https:\/\/support.google.com\/knowledgepanel\/answer\/7534902?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">get verified<\/a>&nbsp;by clicking the button below&nbsp;it.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"830\" height=\"1574\" class=\"wp-image-34449\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/7-claim-knowledge-panel-1.png\" alt=\"7 claim knowledge panel 1\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/7-claim-knowledge-panel-1.png 830w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/7-claim-knowledge-panel-1-224x425.png 224w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/7-claim-knowledge-panel-1-768x1456.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/7-claim-knowledge-panel-1-810x1536.png 810w\" sizes=\"auto, (max-width: 830px) 100vw, 830px\"><\/p>\n<p>Once verified, you\u2019ll see a \u201cSuggest an edit\u201d button beside the Knowledge Panel whenever you\u2019re logged in to an associated account.<\/p>\n<p>Just make sure to follow <a href=\"https:\/\/support.google.com\/knowledgepanel\/answer\/7534842?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Google\u2019s official documentation<\/a>&nbsp;when suggesting edits&nbsp;or data removals.<\/p>\n<h2>Final thoughts<\/h2>\n<p><span style=\"font-weight: 400;\">When I started writing this article, Ahrefs didn\u2019t have a Knowledge Panel. But we do now, thanks to the tips I explained above.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What seemed to have the most significant impact was creating a proper Wikidata page, which we also linked in our Organization markup using the sameAs property. Our Wikidata page got indexed the same day we updated the Organization schema, and it took around a week before we saw the Knowledge Panel show&nbsp;up.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even though we <\/span><a href=\"https:\/\/twitter.com\/michalpecanek\/status\/1286771337038647297\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">lost<\/span><\/a><span style=\"font-weight: 400;\"> both the Wikidata and Wikipedia pages, the Knowledge Panel remained. It lost some attributes but as you should already know, there are other ways to build your entity besides Wiki.<\/span><\/p>\n<p>Our experience aside, knowledge graphs and entities have been with us for quite some time already, and they will only become more and more important. Google is already on its way to \u201c<a href=\"https:\/\/mobilemoxie.com\/blog\/entity-first-indexing-mobile-first-crawling-1-of-5\/\" target=\"_blank\" rel=\"noopener noreferrer\">entity-first indexing<\/a>,\u201d so understanding these topics is crucial in today\u2019s SEO.<\/p>\n<p>If you have any questions or remarks about this fascinating topic, feel free to <a href=\"https:\/\/twitter.com\/michalpecanek\" target=\"_blank\" rel=\"noopener noreferrer\">ping me on Twitter.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u2026 then you\u2019ve already experienced the benefits of Google\u2019s Knowledge Graph. But what is a knowledge graph? How does it work? And how can you take advantage of it to increase brand visibility and improve SEO? In this guide, you\u2019ll<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":149,"featured_media":34473,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335,329],"tags":[],"coauthors":[375],"class_list":["post-34447","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general-seo","category-technical-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google&#039;s Knowledge Graph Explained: How It Influences SEO<\/title>\n<meta name=\"description\" content=\"Google&#039;s Knowledge Graph is a knowledge base of entities and the relationships between them. Learn how to take advantage of it to improve SEO.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/google-knowledge-graph\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google&#039;s Knowledge Graph Explained: How It Influences SEO\" \/>\n<meta property=\"og:description\" content=\"Entities, nodes, edges... what does it all mean?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/google-knowledge-graph\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-03-19T18:46:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-15T10:13:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/03\/fb-knowledge-graph.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"990\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Michal Pec\u00e1nek\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Entities, nodes, edges... what does it all mean?\" \/>\n<meta name=\"twitter:creator\" content=\"@michalpecanek\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/google-knowledge-graph\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/google-knowledge-graph\\\/\"},\"author\":{\"name\":\"Michal Pec\u00e1nek\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/b66ba944c48e71d0abac1af2f11265ec\"},\"headline\":\"Google\u2019s Knowledge Graph Explained: How It Influences SEO\",\"datePublished\":\"2020-03-19T18:46:20+00:00\",\"dateModified\":\"2023-05-15T10:13:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/google-knowledge-graph\\\/\"},\"wordCount\":1831,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/google-knowledge-graph\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/03\\\/fb-knowledge-graph.png\",\"articleSection\":[\"General SEO\",\"Technical SEO\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/ahrefs.com\\\/blog\\\/google-knowledge-graph\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/google-knowledge-graph\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/google-knowledge-graph\\\/\",\"name\":\"Google's Knowledge Graph Explained: How It Influences SEO\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/google-knowledge-graph\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/google-knowledge-graph\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/03\\\/fb-knowledge-graph.png\",\"datePublished\":\"2020-03-19T18:46:20+00:00\",\"dateModified\":\"2023-05-15T10:13:55+00:00\",\"description\":\"Google's Knowledge Graph is a knowledge base of entities and the relationships between them. 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