In February 2015, Kristi Hoyle and Rowan Chernin discussed the latest updates on the Knowledge Graph.

Find out about the various features available to ensure brands get the right information on the search engine results page for their users.

What is the knowledge graph?

Rolled out in May 2012, this is a knowledge base used by Google to enhance its search engine result pages. It attempts to understand information on the web in order to identify and connect facts about people, places and things. It does this by using semantic search information gathered from a variety of sources to connect entities (there are now over half a billion entities).

Semantic Search & the Knowledge Graph

Semantic Search uses semantics- the science of meaning in language. It seeks to improve search accuracy by considering various factors including:

  • User intent
  • Contextual meaning of terms
  • Location
  • Synonyms
  • Concept matching
Google Hummingbird Algorithm

There has been a fundamental shift in how the Google hummingbird algorithm interprets search queries, with there being a focus on the intent behind the search and the connection between each word in a query.

How Will We Search in the Future?

The Knowledge Graph


“Search engines primary functions will need to evolve and search will need to [as well]” 

(Amit SinghalSenior VP and software engineer @ Google – May 2013)

“People didn’t think in queries before Google came along— we educated people to think in queries”

Tamar Yehoshua (VP, Product Management @ Google)

The evolution of the SERP

The Knowledge Graph SERP

You can see various examples above, of how the search result pages (SERPs) have changed over time, and a lot of the time this changes depending on the nature of the user’s search query.

For example, for those looking for ‘Pizza’ we need to think about the intention behind that search.

Are they looking to find a restaurant near them?; a recipe to create their own pizza; the nutritional values associated with eating pizza; or just find out what a pizza actually is (think wikipedia)?

How to get search traffic from the Knowledge Graph

The Knowledge Graph How.

There are various ways in which we can ensure that our brand is displaying the most accurate information to help answer the question asked in the search query. Schema.og and Freebase are just two examples of where brands are able to inform the search engine on the key information (entities) which may be of use to help display the more accurate information in the SERPs.

A closer look at Schema.Org

Schema is an agreed upon set of code. It’s a type of microdata that makes it easier for search engines to interpret information on your web pages, telling them what to do with the data on your website. Schema microdata is added directly to the HTML code of a web page. Search engines are then able to serve more relevant results to users as the information tells the search engines what your data means, not just what it says.

A closer look at Freebase

Freebase is a central database system that allows the centralisation and verification of details regarding your online presence. It can help align the business with appropriate categories/topics, while linking and strengthening ties between all areas of owned online visibility.

Examples of this include the about us page on a website through to a brand’s Facebook, Website and Wikipedia entries.

Freebase is becoming read only on the 31st March 2015, migrating data over to Wiki data. Ultimately, brands won’t be able to edit this information themselves. It is unclear at this stage what will happen after this date – how will the data get updated after this date? Will the Knowledge Graph get any worse because of it? Will it get better if new controls are in place to reduce SEO input?

It is therefore recommended that if possible, brands update Freebase with as much information as possible before the 31st March 2015, to ensure the information is as accurate and up-to-date as possible.

4Ps isn’t just another London SEO agency. To discuss how SEO and content are evolving together in order to keep pace with new developments in user interaction all over the world, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about data, marketing and user behaviour across all inbound channels.