Content Marketing Blog

Could your content find its way onto Google’s Knowledge Graph?

Thanks to Google’s Hummingbird algorithm – many of your questions can now be answered quickly with the Knowledge Graph.

To demonstrate the feature’s abilities, suppose you were to search “How tall is Justin Bieber?” or “How old is Tony Abbott?” just out of pure curiosity, Knowledge Graph has the answer waiting for you at the top of the screen.

Not only does this make it easier for users to find quick facts, it also gives a link to the website that provided the information.

Admittedly, Knowledge graph does steal some of the spotlight from the top search results, but there are ways businesses conducting content marketing can make the most out of it.

Semantic strategist and software engineer at SemanticFuse Barbara Starr recently contributed to Search Engine Land and explained how the feature works.

Google gathers information from content in two ways, she said – explicitly and implicily.

Explicitly is where the search engine looks at the structured data markup on your site (what you have told Google about your site), and implicitly is where Google analyses the text on the site using tools such as natural language.

If Google deems you to be a reliable source on a subject, and your content matches a particular search query, it could very well show up in the Knowledge graph.

Therefore, it is important to make sure your website is clear what it specialises in, advised Starr. Schema.org is a good resource for structered data markup, as it provides Google with information about your business, while producing high-quality industry-related content helps too.

Since Google Hummingbird is designed to look at search queries, and is moving further and further away from keywords, merely mentioning a subject once can be a powerful signal, said Starr.

But Google doesn’t manually check all results that show up in Knowledge Graph, so occasionally a mistake or two slip through the cracks.

For example, Google used an interview with Japanese Chef Naomichi Yasuda on the website Munchies as a source for the query “how to eat sushi”.

How to eat sushi

As you can these steps for eating sushi are clearly out of context, as Mr Yasuda was making a joke which isn’t obvious in the step-by-step summary.

Of course there are better examples out there than ways to eat sushi, but as we can see Google chose the page because it matches the query exactly.

Google is currently working on something far more impressive that Knowledge Graph, according to New Scientist.

Knowledge Vault is an algorithm of its own that gathers and cross-references information from all over the internet and stores it.

The algorithm pulls data from just about everything – places, people, businesses – which it then turns into usable information.

To date, the Knowledge Vault has gathered 1.6 billion facts – 271 million of which are rated as “confident facts” – with a 90 per cent chance of accuracy.

It is clear that Google is experimenting with new methods of analysing and interpreting data, and as a result, content has become more important than ever before.

Therefore, websites face an ultimatum – prove to Google that you’re worth their time or risk falling behind (rhyme intended).

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Posted by Dylan Brown

Castleford