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Knowledge graph
The Knowledge Graph is a feature in Google Search that provides structured information about entities, such as people, places, things, and definitions. It pulls from authoritative sources to populate cards with key details without clicking a result.
Optimization aims to ensure sites appear in the Knowledge Panel by providing rich, complete information in a schema format. Proper use of markup like People, Local Business, and How-To schemas increases chances of inclusion.
Content intended for the Knowledge Graph should answer inherent questions about a topic rather than try selling or pitching links. It requires in-depth facts presented clearly for scannability. Regular updates maintain relevance on changing entities. Inclusion benefits topical authority and visibility without direct traffic, though related pages may see increased clicks.
Monitor the Graph for coverage of major topics, noting gaps or outdated details. Opportunities arise to site potential through guides, reports enriched by structured data. However, over-tailoring content solely to schema guidelines rarely proves effective for this passive benefit.
Naturally comprehensive knowledge shown through exemplary pages enhances discoverability organically. Proper schema implementation supports informative focus over manipulation. Ongoing assessments respect Knowledge Graph goals of teasing enriched understanding from high-quality sources.