When Google rolled out the
Knowledge Graph, some wondered exactly what effect the feature would have on search. After just a few weeks, the returns have pointed to users conducting more searches and actively engaging with the content yielded by their queries. In an interview with the Wall Street Journal, Google Fellow Amit Singhal said that Knowledge Graph has resulted in more series queries. Moreover, users are being more active in their use of Google by accessing more in-depth content about their topics. As results not only yield links to articles and other content regarding the query itself, those subjects associated with the content are being accessed frequently. Some speculated that Wikipedia and other sites may object, but the WSJ report found that those running the free online encyclopedia believe it to be an acceptable feature. The organization essentially said that its primary aim is to allow more people to access information, and Knowledge Graph makes the data easier to access. The potential
SEO impact of Knowledge Graph is still unknown. However, the overlying principle is that creating high-quality content is the best method for a company looking to boost organic search ranking. Brafton recently reported that
Knowledge Graph will likely make the concept of thought leadership and brand authority especially important moving forward. As companies develop a broad range of content aimed at helping their readers learn, their sites will become greater resources.
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