How To Use Technical SEO To Optimize For Knowledge Panels

When a user enters a search query for an object, Google retrieves and analyzes relevant information from across the web and presents it in an easily digestible way on the screen's right. If a user types in "Barack Obama," the Knowledge Graph will provide results on the 44th president of the United States, including his complete name, birthdate, and other pertinent facts.

What Google Do

Google collects this data by parsing and analyzing content from other, trusted websites. Although the Knowledge Graph currently only provides data in limited areas, this may change as more data is added. While the Google Knowledge Graph is an excellent and novel addition to Google Search, it has caused some search marketers to worry about the future of their profession. In case you were unaware, Google employs a database known as the Knowledge Graph to provide detailed responses to user inquiries.

Whenever a user searches for a particular film, such as The Wizard of Oz, Google will supplement its standard link-based search results with a conspicuous box of information to the right. Important details concerning the user's inquiry, such as the film's original release year, director, and principal cast members, will be shown in this box.

Nevertheless, the Knowledge Graph isn't simply a database for movies; it's also slowly growing to include other forms of data. Luckily, there are a few measures you can take immediately to lessen the impact of Knowledge Graph traffic on your business. There is no specific method to ensure inclusion in a Google knowledge panel, but there are ways to increase your chances. Here are a few examples to get you going.

Establish Where Your Company Will Legally Reside

An "entity home" may be found for most subjects, including companies. Google will prioritize whichever website it considers to be the most reliable source of information on an entity.

It might be a Wikipedia article in many situations. It also refers to a prominent social media presence, such as one on LinkedIn or Twitter.

Nonetheless, in the vast majority of companies, it will be the business's official website. Whether or not your company currently meets the requirements for a knowledge panel, you should still spend time optimizing your site with the information you've learned about the knowledge panel in mind.

Work On The Site's Usability

If the material in the Knowledge Graph doesn't directly answer a searcher's inquiry, it won't be used to generate a knowledge panel. That's why it's so essential to make your site as user-friendly as possible. As a first step, check that your site is intuitive to use, mobile-friendly, fast to load, and simple to read.

So, while creating content, keep the purpose of Google users in mind. To do so, you need to think about more than just the keywords a user types into a search bar. Create blog entries that respond to common user concerns, and use H2 and H3 headings to organize and optimize your material.

You Should Use Schema Markup To Further Optimize Your Site

When you've simplified your site for real people, you can shift your focus to Google. Schema markup is microdata that may be used to assist Google in understanding your site's intent and structure.

You can make your listings stand out in the best possible manner by providing Google with specific information using Schema markup, which will then appear in your listings (as with rich snippets).

All of your meta components should be defined as well. (This may be anything from the name of a picture to its URL, title, description, alt text, etc.) Make sure that your keywords are used in a manner that makes sense to both Google and human readers.

Become Listed In The Most Important Regional Directories

Google also considers the information available on significant directories and other local listings when determining whether or not a company should be included in a knowledge panel. Make sure your business is included on all relevant platforms.

Yelp, Yahoo Local, and Bing Places for Business are just a few examples. Don't forget to verify your business and keep your Google My Business page fresh and up-to-date. Your chances of being included in other prominent search engine results (SERP) components will increase if you maintain an active Google My Business page.

Use Feedback From Your Clients

If you know what a knowledge panel is and are trying to qualify for one of your own, reviews become a crucial part of your technical SEO strategy. Get in touch with recent buyers through email and ask for feedback on your product.

Encourage them to carry out your request by rewarding them monetarily or otherwise for their assistance. And make it as simple as possible by providing them with links to the places where their review may be written and published.

Increase The Number Of Profiles And Links To Your Site

Regarding inbound marketing, technical SEO isn't your only option. Use other means of interaction and discovery to drive traffic to your site content. You could grow your social media following to make up for the decline in search engine traffic.

Increase your visibility on the broader web by doing things like social bookmarking, social profile development, and social media publishing. You may get a lot of new visitors to your site by putting links to it in valuable articles published elsewhere.

You may continue pursuing technical SEO success while using these measures. In truth, boosting your specialized SEO rankings is possible by focusing on off-site and social media promotion. Consider them insurance in case your organic search traffic suddenly drops.

Conclusion

The Knowledge Graph is altering how people think about and use search engines, but for now, businesses don't have to worry too much about losing a substantial amount of traffic. Theoretically, Google might one day seek to centralize all of the web's content, rendering separate websites and onsite conversions obsolete.

This is an extreme viewpoint, but it seems probable that the Knowledge Graph's status will only increase with time. While you're waiting for a permanent solution to this problem, it's essential to think creatively about how to keep consumers coming to your data warehouse.