How do you optimise your knowledge graph?
There are three key ways your SEO agency can help your site appear in rich snippets:
Structure your data
Structured data refers to site data with a high level of organisation, such as contact information or, say, a food recipe. When information is highly structured and predictable, search engines can more easily organise and display it in blended search results in creative ways. When you’re optimising for Google, try to spoon-feed your content to the crawlers.
Structured data markup is a strategy that applies searchable tags to your site data. It typically uses the schema vocabulary and can indicate key business or company details, provide business contact mark up and indicate other key content on your site.
Improve your on-site structure
The Knowledge Graph considers your site relative to context and the user’s intent, which means you should make your site navigable to search spiders as well as to actual human users. Understand the way that your audience finds information on your site as well as any other information related to that search that they might be looking for. And then cater to this information on your page.
Be an authority
If you’re the authority for certain content, Google will often treat the structured data on your site as factual and import it into the Knowledge Graph, where it can power prominent answers in search and across Google properties.
A search engine’s main function is to answer queries. The Knowledge Graph understands this need and answers real questions, rather than simply generating a list of websites that match keywords. Google’s doing a great job at returning highly relevant and related content, so websites must step up and do the same.
Using this information properly doesn’t just mean adapting to the knowledge graph’s rules, but also to your audience’s needs. If you want to rank high in search engine results pages (SERP) within the Knowledge Graph algorithm, you should consider targeting key search queries such as “how to…”, “how do I…”, “who is…” etc. in your on-site content.