How Do I Build a Smarter Knowledge Graph to Boost SEO?

By Lenny Ford


Category: SEO

If you want to boost your law firm’s visibility online and help users get relevant information about your law firm in a faster and easier way, we should discuss Google’s Knowledge Graph. And that is what we are going to do in this article.

It’s not a surprise that Google – the leading search engine in the world – is continuously making improvements to make internet searches smoother and more comfortable for users. To provide more useful and relevant content to searchers, on May 16, 2012, Google launched a system called Google “Knowledge Graph” and Knowledge Graph panels became part of the SERP (Search Engine Results Pages) of Google; They provide links to websites, direct answers to questions, and general information about companies.

What is the Knowledge Graph?
Let’s ask Google!

Image of search results from the phrase What Is The Knowledge Graph?

In the picture above, you see the information box defining the Knowledge Graph – displayed by Google Knowledge Graph itself!

There are two ways Google Knowledge Graph displays information. A carousel at the top of the results page is one of them. Here is an example of the query for ‘best lawyers in the world.’

Image showing knowledge graph results when searching for the phrase Best Lawyers In The World

And other times, the information appears in a boxed section. See the example of the query for ‘Abraham Lincoln‘ (who, by the way, was a self-taught lawyer).

Image of the knowledge graph that appears in Google search after typing the phrase Abraham Lincoln

And sometimes, results include both the boxed section and the carousel. See the example for ‘CVS.’

Google search results page after Googling CVS

As you can see, Google Knowledge Graph displays information along with a picture. If you want to optimize for the Knowledge Graph, you might want to know – where do these pictures come from?

“Images that appear in the knowledge panel can come from several sources. One source is those individuals that have claimed their knowledge panels and selected a featured image from images available on the web. Other images (especially when there is a collection of multiple images) are a preview of Google Images results for the entity and are automatically sourced from across the web.”

According to Google.

When users search for people, places, organizations, or things in general (that are in the Knowledge Graph), Knowledge panels appear in the search results. Knowledge panels help users get a quick piece of information on a topic based on available content on the internet.

“Knowledge panels are automatically generated, and information that appears in a knowledge panel comes from various sources across the web. In some cases, we may work with data partners who provide authoritative data on specific topics like movies or music and combine that data with information from other open web sources.”

According to Google

Should You Address the Knowledge Graph in Your SEO Strategy?

The short answer is ‘yes.’ You should utilize all of the ways that can help your rankings because better rankings always bring more traffic. And how does the Knowledge Graph work? Does it bring more traffic? Knowledge panels give your firm credibility. They also eliminate the need to navigate through pages to find information regarding your business. The Knowledge Graph helps users get information as fast as possible and it increases the visibility of your website; The more visible a website is, the more visitors it gets.

Knowledge Graph vs. Location Pack

You might be thinking that if you optimize your Google My Business for the local 3-pack, that’s enough, and the job is over. The job is not over, first of all, because you continuously need to update information regarding your business. Secondly, you need to work on boosting your SEO continually. Besides, the local 3-pack and the Knowledge Graph are two completely different things, and they serve different purposes.

The local 3-pack is a section in Google’s search results that shows local businesses related to a query. See the example below.

Image showing the Google Local Pack from a search results page

A knowledge panel is information presented to users next to or above the search results. See the example below.

Image of the knowledge graph presented when searching for American Bar Association

When you optimize for the Knowledge Graph for your firm, it helps Google understand the content on your website better. Then it uses the relevance of the queries to display information about your firm.

Knowledge Panels vs. Featured Snippets

If you have been reading our blog, you already know about featured snippets. Knowledge panels are not the same as featured snippets. The Knowledge Graph provides direct answers to particular topics, people, places, and companies.

Most of the featured snippets appear when users use queries that contain ‘how-to,’ while knowledge panels are more specific.

Knowledge panels are about general topics such as:

  • Companies
  • Organizations
  • Notable People
  • Businesses
  • Movies
  • TV Shows
  • Books
  • Food (Nutritional Information, Recipes)
  • Products

List by

The primary purpose of the Knowledge Graph is to give relevant information about people, brands, businesses, and places as soon as possible.

Like search results, whether or not a business’s information will appear in the Knowledge Panel is determined by a variety of factors. Relevance, distance, and the prominence of the business all contribute to its standing in local search results. Verifying a business does not guarantee that it will appear in the Knowledge Panel.

– According to Google.

How to Optimize for the Knowledge Graph

Step 1 – Write the Content

To many of your questions, our answer has been ‘write great content.’ And so, it’s not odd that we start our list with content. Content is the foundation for SEO, and it enables you to include relevant keywords on your website. If there are no keywords, then it becomes impossible for Google to understand the meaning of your pages, and the search engine probably won’t include them in search queries.

Step 2 – Use Schema Markup

Schema markup is a code that communicates the meaning of the data on your website to the search engine. It’s essential to have schema markup, as it helps your website rank better for all kinds of content.

To add structured data to your website, you can use the Structured Data Markup Helper. For instructions on using the tool, click here.

“ Once Google understands your page data more clearly, it can be presented more attractively and in new ways in Google Search.”

Writes Google

Step 3 – Optimize Your Google My Business Page

Optimizing your Google My Business Page is an essential part of Local SEO, and it will also help increase your chances of earning the Knowledge panel.

To add or claim your listing, click here.

It’s crucial to ensure all of the information regarding your business is correct, including hours of operation, contact information, and location.

Step 4 – Create a Google Brand Account

Having a Google brand account will help your firm appear in the Knowledge Graph. The brand account is not the same as a business account, and it is specially designed for brands and businesses. You can use your brand account with YouTube, Google My Business, Google+, and other Google services.

To create or manage brand accounts, click here.

Step 5 – Claim the Knowledge Panel

Since 2019, Google has allowed entities to claim their Knowledge Graph panel to provide the best and most accurate results to users. However, many businesses haven’t yet taken advantage of this feature.

If you are the subject of or official representative of an entity depicted in a knowledge panel, you can claim this panel and suggest changes.

Writes Google.

So, for instance, if we search for the American Bar Association, we’ll have the option to claim the Knowledge panel. To be able to claim the Knowledge panel, you must verify you represent the association by signing into one of the official profiles, like twitter, or the website of the company.

Put your best face forward. Make sure your audience sees the most accurate, authoritative, and engaging information about you. You can suggest changes to info that shows up on search, including images, stats, or other facts.”

– Says Google, according to Search Engine Land.

For more instructions on Knowledge Panels from Google, click here.

Step 6 – Create a Page on Wikipedia

Wikipedia is amongst the primary sources of data for the Knowledge Graph. Because it’s a data source for the Knowledge Graph, you can help by contributing the most relevant and accurate information about your company to the most prominent online encyclopedia. Besides helping with the Knowledge Graph, it’s worth mentioning that Wikipedia is one of the most visited websites in the world. It averages more than 18 billion page views per month, according to – a web tracking company owned by Amazon.

To learn how to create a page on Wikipedia, click here.

Step 7 – Get Started with

Another source of information for the Knowledge Graph is It’s a free and open knowledge base that can be read and edited by humans and machines. It acts as central storage for the structured data of its Wikimedia sister projects, including Wikipedia, Wikivoyage, Wiktionary, Wikisource, and others, according to the description on the website.

Read more about how to get started on Wikidata here.

We hope the steps above help you target the Knowledge Graph effectively so you increase the visibility of your firm online and ultimately get more clients to your website.

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