The SERPs or Google results pages are no longer what they were. In its beginnings, after conducting a search, we were only with two types of results in text format: announcements and organic results.
Over the years, new formats have been populating SERPs: videos, images, shopping ads, rich results or RichSnippets … One of the most impacts, and not entirely positive, has had in SEO has been the Knowledge Graph.
“Some types of knowledge graph allow some control of the information shown.”
What is the Knowledge Graph?
The Knowledge Graph is a type of result present in the SERPs of Google that provides quick information about the search performed, without having to access any website.
In addition, it also includes links to content related to our query, either to expand the information on the subject or to take us to the source of information on which Knowledge is fed, which in many cases is Wikipedia.
What format does the Knowledge Graph have in Google?
Although Google is constantly introducing improvements and the Knowledge Graph design evolves periodically, roughly we can classify the Knowledge Graph formats in:
- Side panel appears on the right side of the Google results pages.
- Upper carousel: it is included in the upper part of the SERP, generally showing a list of elements.
The position occupied by this type of results, mainly the side panel, is affected if we perform the search from a Smartphone, moving to occupy the top position of the SERP.
What kind of results can appear in the Knowledge Graph?
Depending on the type of search performed, Google’s algorithm will determine whether or not it activates the Knowledge Graph presence on its results pages. As usual, the following types have been detected:
- Cultural and artistic products (books, films, music groups, pieces of art …)
- Historical personalities and celebrities
- Companies and brands
- Local businesses
- Searches of general terms (for example, “web design”)
- Recipes and food products
- Concrete products
- Specific combinations (for example, “best movies 2018” or “Tim Berners reads books”)
How does the Knowledge Graph affect SEO?
In most cases, we can say that Knowledge Graph affects SEO negatively.
Why? Let’s take the case that we manage a portal with information of historical personalities and our source of income comes from the advertising on our website. All those users who perform linked searches to obtain basic data such as place and date of birth will see their doubts directly solved in Google’s own results pages. No need to access our website.
The impact on traffic captured by those websites that live on advertising can be quite catastrophic.
On the other hand, some types of Knowledge Graph allow some control of the information shown. Those linked to the information of a company, brand or local business obtain their data from sources such as the structured data present on our website or from our Google My Business file.
Given the pace of updates from Google in relation to the information shown in the results pages, the Knowledge Graph will continue to evolve in the coming months. And from Viridian Geeks we will continue to offer you these and other news about SEO positioning.