Knowledge Graph is a technology developed by Google, used to organize information in a more structured and coherent way. It is a knowledge-based system that helps Google understand the relationships between different concepts and facts, so the search engine can deliver more precise and in-depth search results. When you search on Google, Knowledge Graph draws on an enormous database with information about people, places, organizations and topics to show detailed answers instead of just links to websites.
How does Knowledge Graph work?
Instead of focusing only on keywords as earlier search engines did, Knowledge Graph analyzes contexts between concepts and objects to understand what the user is actually looking for. It structures information in a network of relations and presents it in a Knowledge Panel on the search page. For example, if you search for a famous person, Google can show information such as their birth date, profession, films or books they are known for, and related people in a knowledge panel.
Information that Knowledge Graph can show:
- Personal profiles: Information about public figures, including biographical data and career highlights.
- Geographical places: Data about cities, countries, attractions, etc.
- Organizations and companies: Information about businesses, non-profit organizations or institutions.
- Films, books, music: Details about popular cultural works.
Why is Knowledge Graph important?
Knowledge Graph improves both the user experience and the relevance of search results by presenting facts directly in the search results, making it faster and easier to find the necessary information. For example, it can answer complex questions or provide detailed information without the need to visit multiple websites. For SEO specialists, it means that optimization for Knowledge Graph can increase the visibility of a company's brand and products in Google's search results.
Google also uses Knowledge Graph to improve voice searches and assist digital assistants like Google Assistant, as it makes it easier for these systems to provide precise and informative answers.