How To Use the Power of Knowledge Graphs and Semantic SEO

Google keeps getting better and better. With the latest search advancements like knowledge graphs and semantic search engine optimization (SEO), the search engine can provide users with the most relevant and accurate information. An experienced SEO agency prioritizes Google’s efforts by harnessing the power of knowledge graphs and semantic search.

In this article, we have strategies to

• Maximize your reach using Knowledge Graph
• Use semantic SEO to boost ranking.

Do you want to know how these strategies fit your marketing tactics? Let’s go!

Want to learn more about the Digital Authority Partners approach to SEO? Watch this video!

3 Ways To Maximize Your Reach With Google’s Knowledge Graph

Google handles more than 99,000 searches every second. That is 8,553,600,000 searches per day! Thanks to knowledge graphs, it continues to provide the most accurate information for every user.

Knowledge graphs are structured data created using interconnected information for real-world entities. Knowledge graphs provide concise, helpful, and accurate information about people, groups, companies, places, products, nutritional information, and local businesses.

Google builds knowledge graphs from various sources, like public databases, information from company sites, user-generated content, and more. The data is organized in a graph together with related entities. This helps search engines make sense of a query and eventually produce the best answers to each one.

Improve your pages and extend your reach using Google’s Knowledge Graph. Below are some ways to do it.

     1. Add Your Website Schema Markup

Schema markup, or structured data, is search engine language. Including schema markup helps search engines crawl through and raise your ranking. Schema markups also allow Google to differentiate queries. If someone searches for the Eiffel Tower in Paris, France, they will not get results about the Eiffel Tower Restaurant, a French restaurant in Las Vegas, Nevada.

You may add properties to a schema markup to provide additional information and context, like location, color, size, etc. With the schema correctly added, Google rewards your efforts by showing your searchers the most accurate results.

Search engines have made schema markup optimization easier by collaborating and creating a common language for the schema. You can access this through Schema.org. The following are the most common schema categories. Find one that fits your website.

• Creative works like Book, Movie, MusicRecording, Recipe, TVSeries, CreativeWork
• Embedded non-text objects like AudioObject, ImageObject, VideoObject
• Event
• Organization
• Person
• Place, Restaurant, or Local Business
• Product or Offer
• Review
• FAQ

Currently, 797 types of schemas exist. It is possible to have multiple schemas on one page, like a product page with a price, video, offer, and review schema. You can use a tool to create a schema markup for your page, like Google Structured Markup Helper, Rank Ranger's Schema Generator, or Merkle's Technical SEO Schema Generator.

     2. List Your Company or Business on Wikipedia

Another way to optimize your pages for the knowledge graph is to improve your Wikipedia page. Google takes information from various publicly accessible sites like Wikipedia to create knowledge graphs. By completing your Wikipedia page, you are also helping Google get the most accurate information about your business, group, or website.

Wikipedia has three fundamental properties to walk the knowledge graph: outbound links, content, and summary. Optimize these three, and you are on the road to optimizing your knowledge graph.

• Improve outbound links. You boost your credibility when your Wikipedia page links to other Wikipedia pages.
• Produce updated Wikipedia content. Follow the page format when creating content. Write in an encyclopedic tone and not in a promotional tone.
• Provide a great summary. This is your key content at the topmost part of your Wikipedia page. This part usually shows on your Knowledge Graph; therefore, you must create a concise, information-packed summary.

     3. Claim Your Google Business Profile (GBP)

A GBP is your special listing on Google. Claiming and managing your profile helps you send accurate and updated information about your business to Google. A knowledge graph for a local business contains information that is part of GBP; therefore, organizing your profile should be a priority.

Because GBP connects with Google Maps, this helps people find your store or shop no matter their location. Here are strategies to optimize your GBP listing.

• Complete every part of the GBP. Your profile has several sections, so ensure that each has updated and correct information.
• Add a primary and secondary category. You can choose one primary category and up to nine secondary categories. A roof installation and repair business uses "roofing contractor" as the primary category and "general contractor" as their secondary category. Add up to three secondary categories to maintain your ability to rank.
• Keep your contact information accurate and updated. Aside from your name, address, and phone number (NAP), be sure that your website, hours of operation, and social media profiles are updated and show the same information across all customer touchpoints.
• Write a concise description. Your business description is only 750 characters long, so make the most of it by including your primary keyword, products, services, or what makes your business better than your competitors.
• Upload new photos regularly. Your customers can upload photos about your business, but aside from these, add new pictures of your business at least every week. Take photos of the storefront, products, services, staff, facilities, etc. Use the 360-degree view to help customers find you on Maps.
• Add a Q&A. Help answer common questions about your business by listing FAQs on your GBP. Examples are: “Where are you located?” “How to get to your store?” or “Is there a parking area nearby?”
• Respond to reviews. Show customers that you care about what they think about your business. Respond professionally and thank them for their reviews, good or bad.

3 Ways To Boost Ranking With Semantic SEO

Semantic SEO uses structured data to produce highly accurate and relevant results for every query. Primary and secondary keywords may not be enough to rank. Semantic SEO uses deep learning and natural language processing (NLP) algorithms to understand the content better. Build your authority in your industry with semantic SEO with the following strategies:

     1. Improve Web Pages Using Keyword Clusters

Optimizing your pages using multiple keywords in one semantic cluster provides better chances of ranking higher. Keyword clusters are also known as topic clusters. These are groups of similar terms that are semantically relevant.

For example, keyword phrases like “strength training exercises,” “cardio training exercises,” and “high-intensity workouts” are different terms, but all of these represent people looking for exercise routines. Make keyword clusters by:

• Creating an extensive keyword list. Start with the primary keyword and the variations that you wish to rank. Include long-tail phrases and possible subtopics for every keyword phrase. Check competitor websites for the terms that they are ranking.
• Breaking down keywords into groups. Identify patterns to give you an idea of how to group your keywords. For example, keywords like “cardio training” and “high-intensity workouts” are full-body exercises, while “weight training” and “weightlifting” are routines that involve the use of free weights.
• Creating and organizing content. Grouped keywords make clusters, now you can use these clusters to create core topics for your site. In the previous example, “full-body exercises” and “free weights routines” are your core topics.

     2. Enhance Content Depth and Length

Another way to apply semantic SEO best practices is to create lengthy and more comprehensive content about your core topics. Although not a ranking factor, long-form content shows strong semantic signals and promotes your authority on the topic and in the industry. Here are ways to create better long-form content:

• Set your content creation goals. This helps formulate the outline to accomplish your needs. Start by creating headings and subheadings to keep focused on your goals.
• Carefully choose which topics to explore. Decide which is interesting and deserves expansion. Immediately answer topics or titles in question form like, “What is strength training?” or “Can I lose weight with cardio training?” to optimize the People Also Ask (PAA) portion of Google search results.
• Select LSI keywords and key phrases. Latent semantic indexing (LSI) are terms similar to your main keywords. Users typically ask LSI questions in search engines related to your topics. These terms help connect to a larger audience and increase content length. Check PAA to find LSI keywords and phrases.

     3. Add Related Terms and Synonyms

The semantic analysis allows Google to understand related terms and synonyms to offer your pages to the user effectively. Although not ranking factors, using synonyms and related terms in your page title, meta descriptions, image alt text, and content can improve your topic depth and promote semantic SEO.

For example, instead of using “exercise” over and over again, you can use synonyms like “fitness routines” or “fitness training.” Meanwhile, related terms could be “full body workout” and “at-home workouts.” Google’s related searches can provide some related terms for your keywords.

Summing Up

Knowledge graphs offer additional information, and for businesses, this helps show their authority in their industries and boost their credibility. You can optimize your online presence by using schema markup, GBP, and Wikipedia to help Google show accurate information on your Knowledge Graph.

Learn more about knowledge graphs and semantic SEO by calling the experts. Contact Digital Authority Partners today.