How to Use the Google Knowledge Graph For Online Advertising?

Online Advertising Agencies have quite a few issues with Google’s Knowledge Graph. Though the graph intends to help the user in finding the exact information as soon as possible, it has left open a few grey areas in the online world. The most important of them is the use of content from a website. In its current form, the Knowledge Graph (henceforth called KG) publishes the most appropriate content available on the net. Though the links to the website are provided, the user is most likely to get all the information he wants from the KG itself. In this case, the site loses traffic and with it, potential Advertising opportunities. This article delves into a few of the ways in which the KG can be used to your advantage.

Google Knowledge Graph

What is it?

The Knowledge Graph is the box which appears at the top or to the right of the organic search results. This happens when the search made by the user looks for informative content. Most of the times, the entries are either from Wikipedia, Google+ or from Google Maps.

How Does Knowledge Graph Work?

You can scroll down to the next sub-header if you already know how the KG works. However, for the benefit of those who are not aware, here is a short description of the methods by which Google selects and uses content. The selection of content depends heavily on the behavior of the user. The results are also selected on the basis of his location. Thus, it is often seen that the results vary from user to user. So what are the steps that can ensure that your website shows up in the KG but does not suffer from loss of traffic?

Google+ Optimization

Considering that the Google+ profile of the users have a lot of say in what they see in the KG when they search, optimization of your Google+ page is a must. If a user follows your brand’s Google+ page, the chances of content from your website being shown, increases. An active brand Google+ page ensures that the number of followers increase constantly.

Localized Content & Advertising

A search for the term “Restaurants”, made from our office, threw a map result in the KG. The restaurants around our office address were the ones that were marked in the map.

Thus, two important things, which should be taken care of, include Google Map Listings and Localized Content. Maximum conversions happen from the local audience base.

Single Entities or Keywords

After Google’s Hummingbird update, the Online Advertising Service Providers shifted their attention to longer entities or long-tailed keywords. However, due to the high visibility that is at stake with KG, single keywords are also equally important. Make sure that you optimize your website and content for single keywords also.

Schema Markup

It has been found that content with schema markup shows up 36% of the times in the KG. Thus, it is a good idea to use it wherever possible. The easier it is for the search engine to understand a website, the better the chances are that the content will be considered worthy for the KG.

Optimize Content to Increase Website Visits

This is where the agencies have to understand the difference between usual optimization and Knowledge Graph Optimization. They have to play smart to ensure that even though the user gets the information, it also leaves the user wanting more. The ways and techniques are still being experimented with but the idea is to make the click, on the website link, irresistible.

Though most of the Online Advertising Agencies have protested against the KG, there are opportunities for advertising too. After all what can be a better Online Ad than the KG? It is right at the top and the most relevant solution to the search query.

MAD is a boutique Mobile Advertising Agency Delhi division of TDI International India (P) Limited. It is a Google AdWords Premier SME Partner and a Online Advertising Agency in Delhi.Article Source:

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