The Google Knowledge Graph – What is it?

on May 28, 2012 | Google | Comments (2)

Google has established itself as the search engine to beat, and many search engines have tried to dislodge it from the top spot. Recently, Bing launched what seemed like a competitive edge over Google with its new approach to social search, and analysts from all over the world directed their sights at Google in order to see how this search engine would respond. It did not take a long time for Google to come up with a response. Bing and other search engines have always focused on how the users perform search, but Google came up with a knowledge graph which focuses on the results that are displayed after a search.

A new array of Google Algorithms?

Google uses complex algorithms to rank websites, and it has so many computers to help it with this. For years, this search engine has delivered search results after search results, and it has definitely created a large database of answers based on particular searches and keywords. This information may have been used by SEO companies in the past, but Google search engine is now using this information to help individuals to get the answers that they seek.
On the surface, the user may not see the difference with their search, but individuals who would like a wide range of information will definitely be grateful for this innovation.

This knowledge graph works by answering almost forty per cent of the user’s question by providing links to related topics. For example, if a user wants to know about ‘The history and development of social media networks and the impact that they have on news delivery’, the user may first choose to search for definition of social media networks. The user will get results on social media networks, but then there will also be links towards the right of topics related to social media networks. Examples of links that may be displayed include examples of social media networks, top social media networks, history of social media networks, development of social media networks, impact of social media networks, advantages of social media networks, among other related topics. The user already has an answer to their query as well as links to results that will help them more to conduct their search.

A new way to display the most accurate results

They can then choose the three links related to their question, they will get in-depth information on their search query. After choosing the ‘impact of social media networks’ option, they will get results to do with this, as well as links to related topics such as, the impact of social media networks on popular culture, the impact of social media networks on family, the impact of social media networks on businesses, the impact of social media networks on news delivery as well as the impact of social media networks on politics.

Easier Search and more Relevant?

Google knowledge graph hopes to make search easier, and it also hopes to give its users a more comprehensive answer to their query. Google has based this on the fact that most things, including information, are based on relationships. They argue that majority of their users usually feel better if they are able to know more about their search query, whether out of necessity or curiosity. By providing links to related topics, the search engine manages to provide its users with more relevant results, and this is definitely a positive thing.

Following user patterns in Search Queries

The developers of this knowledge graph also argue that most people who key in a search query are usually interested in similar results. Therefore, by following the patterns of users when it comes to a particular query, and the links that they follow as well as the pattern of search queries that they key in to form relationships in the knowledge graph.

Using the History of Google Search Data

This search engine relies on information from its own database and from previous searches. It also relies on popular information resources such as Wikipedia, as well as other acceptable open resource centers for their information.

Taking relevance to the next level?

Google knowledge graph will help to change the perception of the search engine as a machine that simply presents results based on popularity. It will establish this search engine as an intelligent machine that links results in an effort to provide the user with meaningful results. Google knowledge graph is definitely a revolution in search, and it will affect SEO. However, people from all over the world can only be grateful for the contribution that Google has made to the delivery of information.

David : Editor and Founder of I also run a Social Media Agency where I do consulting work and Social Media Management. Connect with me: Twitter | LinkedIn | Facebook or contact me here. Alternatively, you can send me an email at