Google Knowledge Graph Optimization, How Does It Work?

Generate More Search Traffic With Google Knowledge Graph Optimization

Some years ago, Google came onto the market with the Knowledge Graph. The information about people, places, organizations, etc. is linked together and recorded on a knowledge map. The advantage is that Google itself searches for connections and answers the question with a knowledge map prior to the regular search results.

Knowledge map or knowledge graph

The facilities offered by Google are summarized as SERP (Search Engine Results Page). The knowledge map is just one example. This article discusses the possibilities to optimize your organization’s knowledge map or Knowledge Graph. The starting point is the semantic characteristics of all objects. People, objects, animals and everything else that can be part of the “Internet of Things“. Due to the techniques used, this is a step forward in the application of “Artificial Intelligence” based on keywords and entities represented by the keywords. It is an extension of the simple questions that can already be asked to Google. Questions like “How deep is the North Sea?” and “Where can I take a B1 level English course?”.

Google Knowledge Graph In Practice

If we now ask Google the previous 2 questions, how does Google get the data to display the Knowledge Graph in the search results, and where can I ensure that this information is displayed in an optimized way?

Google Search Result On A Question With Google Knowledge Graph Result To The Right Of The Normal Search Results.

Example 1: How deep is the North Sea?



The result of this question and the meaning, the semantic aspect, that can be derived from it, consists of several parts. People talk about the North Sea, of which Google and Wikipedia, for example, know what the geographical features are such as neighboring countries, dimensions, GPS data, depths, tidal information. Photos of the port cities on the North Sea and the rivers and canals that flow into the sea. The sources where the information mentioned can be found are located on various media on the Internet. The optimization for the Google knowledge map or knowledge graph can be deduced from this. There is a need for a structured approach in which all characteristics of and information about the North Sea object are recorded.

Google Search Result For A Question WITHOUT Google Knowledge Graph Result To The Right Of The Normal Search Results. Opportunity for Improvement!

Example 2: “Where can I take a B1 level English course?”



A course provider who wants his organization to be shown via a knowledge map for this question. A scenario can be devised in which the topic of discussion “Taking an English course at B1 Level” needs to be further developed. He or she will delve into questions about the current level, what is the course format, location and possible visitors. The result is an answer to questions such as – How much knowledge can I collect? or – What have I already collected about

B1 Level English
How can the course be followed?
Where can the course be taken?
From whom can I expect such a question?

The entirety of the answers will consist of a textual explanation of the text “B1 Level English”. The way in which the course takes place can be shown with a video and the course location can be indicated on maps. While the target group information may come from a European Union website. All these elements can be brought together, resulting in a knowledge map or Google Knowledge Graph.

The knowledge map is created with the following tools.

  • Wikipedia
  • Scheme


Tips for writing Wikipedia contributions. Provide factual information and remain neutral. Leave out marketing and promotional information. You can use Freebase information elements to write the article, based on facts and your information, about which you want to say something. You can use existing articles as a source of inspiration. It is important that you fill the Freebase Topic page with content and connections so that a knowledge map is created by Google with information that can be found and indexed by Google.

Schema Markup

Schema markup is a language that helps search engines better understand the content of your website. Search queries are more clearly associated with your company and the way you display the information. Search engines such as Bing, Google, Yahoo! and others use this methodology to find your pages. The schedules consist of parts: textual properties and properties of things described by them.


The various schemes are discussed on the website.


In this article, we have provided you with a number of guidelines to help you start applying Google Knowledge Graphs in your own organization. It is concise and far from exhaustive. The websites you can consult for more information are:

Knowledge Graph API

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