Glossary entry: Google Knowledge Graph

Google's knowledge database: Google Knowledge Graph

What is the Google Knowledge Graph? Why does Google use a so-called Knowledge Graph to satisfy users? What does it mean for websites? If you've already asked yourself these questions and want to find out the answers, you've come to the right place!


Google Knowledge Graph - What is it?

The term Google Knowledge Graph refers to a type of knowledge database used by Google to improve search results by providing additional information. Users see this information in an info box next to the search results. Das große Ziel: Google möchte alle Informationen organisieren und sinnvoll darstellen

An important keyword in relation to the Google Knowledge Graph is the Search Intention. Namely, Google recognizes why users search for certain things and thus knows what answer they are hoping for. To provide this answer quickly, the Google Knowledge Graph supports. 

For example, if users search for "Brad Pitt", the Google search engine knows that it is an actor and that the searcher wants to find information about this actor to a high probability. To quickly provide the user with the desired information, Google collects all the important information in an info box, which is displayed next to the search results:


Google Knowledge Graph comma99_4


Can the Google Knowledge Graph answer all search queries in an optimized way? No!The Google Knowledge Graph can only interpret simple search queries and thus answer them correctly with an extension. Complex search queries are still answered by regular search results. 


How does the Google Knowledge Graph work? 

The search engine looks for information and links it together. With the help of the Knowledge Graph, search queries are analyzed and enriched with suitable information - in other words, with additional information to the actual search results. Since the search query is already answered on the search results page, users do not have to visit another website. 

The Google Knowledge Graph was introduced in 2012, with the Google update "Hummingbird" - In 2013, the Google Knowledge Graph was expanded once again. The goal was, as today, to provide the user quick answers to his questions - without having to click on a search result. In this process, the Knowledge Graph draws on the "knowledge base", the information collected there originates from different sources. Google often uses Wikipedia for the additional results that are generated on the basis of the Knowledge Graph. But also pages of companies and their own data flow into the Knowledge Graph with. 


Google Knowledge Graph: What are the types?

The Google Knowledge Graph can provide users with quick answers in different representations:

  • Answer Box
  • Carousel 
  • Knowledge Panel

Answer Box

The answer box always appears above the regular search results and usually answers a specific question. For example, if I search for "How high is St. Stephen's Cathedral?" or "Remove red wine stains," the Google Knowledge Graph provides an answer directly and I don't have to click on a search result to answer my question. 

Google Knowledge Graph comma99_3

Google Knowledge Graph comma99_2


The example of the question about the height of the St. Stephen's Cathedral also shows well the carousel represented by the Google Knowledge Graph. The carousel is a proposal of related terms, which are also often searched in this context. 

Knowledge Panel

The Knowledge Panel is the known extension in the form of a box on the right side next to the search results. Here users get a variety of information about a company, celebrity, animal, etc.

Google Knowledge Graph comma99_1

Google Knowledge Graph & SEO (Search Engine Optimization)

Now, thanks to the Google Knowledge Graph, users can find answers to their questions directly on the search results page and thus no longer have to click on a search result. SEO's don't really like to hear this, since it is their goal to bring websites to the front and thereby generate more users. 

But - and all good SEO's know this - Google can only answer general and simple search queries quickly through the Knowledge Graph. Even more, almost all search queries that are answered by the Knowledge Graph already on the search results page are information-oriented search queries. This means that users are looking for information. Websites basically operate SEO (search engine optimization) in order to position their products or services better. So they want to reach users who are searching with an interest to buy.This makes it almost certain that the Google Knowledge Graph and SEO do not get in each other's way.

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