Recently launched Knowledge Graph has already presented all advantages and disadvantages and now it became the necessity for marketers to understand, how to interact with this new type of search.
Earlier the American Wall Street Journal told about plans of Google giant, specially about creation new type of search – the semantic one. Knowledge Graph is a technology that makes the search more “humanlike”.
Briefly about semantic search: for example, you typed a request “The Dark Knight Rises” (of course, you thought about movie). This entity is closely connected with other associated entities: directors, actors, theaters, etc. The understanding of these relations is the foundation for semantic search experience. The aforementioned request shows search results page which illustrates Google’s transit into semantic search:
There are two main approaches how Google is providing semantic search. First of all, the right-sided column consists almost of information received from semantic inference: it shows a list of people who took art in the movie, and additional information about the movie which was provided by Wikipedia of course.
At the moment semantic search influences the results of organic search and displays the people concerned to the movie, dates related to the movie, the ratings associated with the movie etc.
The schema that Google applies is not a secret: now it’s generally available on Schema.org, which is a collaboration between Google, Microsoft and Yahoo!
Schema.org breaks into categories a few main entity types (creative activity, events, organizations, people, places, result and reviews) and a large number of connected entity types (e.g. local business).
So, with the help of “The Dark Knight Rises” request, we see that the search engine considers the movie to be a creative activity that is connected with people, will be shown at a variety of events and will have Reviews that the other People left.
What should a marketer do?
1. Understand how your business can fit into the schema
If you are responsible for the search marketing efforts at Warner Bros’ company, for example, you should understand that “The Dark Knight Rises” is not a text string; it is a creative activity.
2. Study how Google uses semantic data
“Dark Knight Rises” is only one example of how Google helps users to understand a certain creative activity. Semantic data is shown differently for different types of requests.
For the sake of comparing, look at a query for the American local business “Joel and Co Construction”:
According to Google “and Co Construction” is associated with Joel to a certain Place, and this is illustrated in the Google Map (in the right column and in search results) and also Google shows a set of aggregate ratings for the different survey sites that analyze Joel and Co. Construction.
3. Use semantic mark-up to your site on what Google likes to use
At least you should apply the semantic mark-up that Google is already making the best use of in the vertical. For a local business like Joel and Co. Construction, this is simplified by leveraging a profile from Google Places, and also the associating it to one's official site.
4. Consider practices of semantic markup that is based on what Google is likely to do
Schema.org site contains large set of attributes for its different entity types. Some of these attributes can affect on the actual search results minimally; however, there are others that seem to correspond Google's path. For example, the schema can be applied to different entity types, such as events, creative work and products.
Let's remind that the launching of Knowledge Graph happened this spring and at this moment is available for such countries like the USA and Great Britain, but probably, soon it will be available around the world, and it is necessary to learn all nuances of its work.