The Google Knowledge Graph has significantly changed the way search users obtain information and answers to questions. Many business owners and marketers have become concerned, however, about how it has affected their organic traffic. Here are the ins and outs of the situation, and what you should keep in mind.
First off, let’s run through what Google Knowledge Graph does. If you enter a query into Google, there’s a one in five chance the results will include a panel that will give you a breakdown on your query without the need for navigating the listed pages themselves. This may be step-by-step instructions, the contact information of a business, or an excerpt from the appropriate Wikipedia page. The Knowledge Graph “scrapes” this information from sources it has determined to be most trustworthy or valid.
How Does it Affect You?
While it’s good for the user to have instant access to things like your contact information, they’re also unlikely to see your calls to action or special offers. It’s worth noting, however, that users making quick searches are often the least likely to convert into clients anyway. This brings us, as always, to the importance of your content. Your most likely conversions are visitors who are compelled to explore your site in-depth, so good headlines and high-quality content are great allies in the fight to win back traffic. If your site is scraped by the Knowledge Graph and displayed in relevant searches, the upshot is that the image of your company as a trustworthy source could improve significantly.
The Bigger Picture
During his keynotes, eKzact founding partner David A. West will often make a number of observations on this subject. One important point in particular is that your contributions to the internet may one day serve the primary purpose of keeping Google up to date and the secondary purpose of helping users as individuals. Emphasis on tools like the Knowledge Graph and Google Business in search results is a clear indicator of this. Regardless of its motives, it’s clear that the Knowledge Graph has and will continue to have a massive impact on SEO, so there’s more reason than ever to make sure you can stand out and keep content quality high!
The world of digital marketing is always changing. Want to know what to look out for? eKzact has the knowledge you need! Give us a call at (403) 770-3023 today!