Why Do We Need Knowledge Graphs?
In this post, you will read what a Knowledge Graph brings to SEO, content marketing and how small to midsize businesses can begin building one.
Search has changed. In less than 20 years, we moved (check this SERP timeline) from web pages to the web of data. Now we are getting ready for a web where end-users know and do more thanks to an ever more sophisticated search engine technology – the semantic search.
We live and work in the time of the semantic search, where content marketing and SEO require orchestrated efforts to build a rich network of informational, educational and other content, meeting the customer’s needs at the different stages of their buyer journey.
This rich network can be built and managed using a Knowledge Graph.
The very strategic edge of Knowledge Graphs for website and other content management is the possibility to take your content marketing and SEO to the next level by unambiguously defining content for search engines on the one hand and the other by building immersive environments of information around products and services for your leads and customers.
Knowledge Graphs are the architectures that, once built, can feed search engines and other interested machine parties, like Alexa, Siri, Cortana, Google Assistant, with your first-party published data. They are also the architectures behind your content that help you build (many times automatically) well-contextualized and interlinked articles containing rich, relevant information.
To know how we got to the Linked Data in SEO and why you need to build a Knowledge Graph side-by-side with your website to stand out in search results, read our article.
When it comes to small and mid-sized businesses, Knowledge Graphs have already proven instrumental. We can tell from experience that building Knowledge Graphs:
Specifically, several organizations from different verticals have been working with us, investing in building SEO-friendly Knowledge Graphs. The benefits their Knowledge Graph brought to content and SEO:
We worked with the most extensive databases with B2B information, including information about business people and companies to sales, marketing and recruiting professionals. They aimed to enhance the user experiences on the website and to provide better journeys across the content.
In this case, building a Knowledge Graph helped our client improve the content on their website and redesign the user journey on it, making navigation more accessible and more immersive.
One application of Knowledge Graphs for websites is semantic search. Case in point, we worked with a community helping developers learn and grow. They used their Knowledge Graph to link content assets across different sites and eventually build a new semantic search experience.
Linking data helped a client of ours, a product discovery platform with millions of users worldwide, to increase ad engagement and income. Building a massive Knowledge Graph of products, reviews, and articles helped the platform achieve three figures growth year over year and almost double their ads income.
Knowledge Graphs are handy when it comes to connecting records from disparate sources. A client of ours, a company helping consumers access and connect their healthcare records, needed to serve their clients more efficiently.
