Semalt Recommends Entity And Knowledge Graph Optimization

Are you stuck wondering how you can optimize the content on your website? We have been discussing ways you can achieve this. Still, we have another way we can help to gain quality positions in google SERP which is by providing relevant information for google knowledge graph. 

Every day at Semalt, we spend a lot of time discussing with other professionals in the digital marketing industry to come up with new ways to make our clients' websites stand out on search engines optimizing the entity and knowledge graph. We have realized that the search for the future is becoming more concentrated on real-world objects. Amazingly, Google is finding new ways to include entity related information in search results. Such strides are possible thanks to augmented queries. By optimizing entities that define your site, you are invariably optimizing your website for google knowledge graphs and making sure these entities appear on Google knowledge panels. 

Today, local searches are at the forefront of entity based searches, and its important Semalt pays attention to what's happening in this space. Local SEO has been entity based for years, which allowed businesses to rank even though they didn't have a website. Google has begun tracking real-world visits, and they recently received a patent for using quality visits as a way to rank sites.  

Today, web owners need to tie large amounts of your cornerstone contents to define your entities, which may or may not be recognized by google. By writing around semantically close entities, you perform a better job at answering a user's journey not just by the better content you provide but also that Google will see your good effort. 

What are the entities?

History of entities 

In this article, you've heard the term entities mentioned a couple of times, but what does this mean? To become the ultimate answer machine, google, on September 26, Google took another step forward with its HummingBird update. This was proof that google was adopting semantic web technology and blending it with its old algorithm. This was googles solution to linking text and answers. This was what gave birth to what we consider Knowledge graph, then voice search and google now. All these elements provided answers to questions internet users may ask and sometimes even anticipate questions. 

Definition of entities 

In SEO, entities are people, places, or things. So simple. To understand entities, one needs to recognize that google knowledge graph is an entity graph that represents Google's first steps towards utilizing semantic search or entity search. 

According to Google, an entity is defined as a thing or concept that is unique, singular, well-defined, and easily distinguishable.

In defining an entity, you must understand that an entity isn't always a physical object. Entities can also come in the form of colors, dates, ideas, and more.  

Entity search

Entity searches are a more accurate method bots use to understand their user's intent while mapping additional verified sources to answer a search query. Think of it this way; entity search is a way for bots to know what you mean to ask or likely to ask, and then they process this information using already searched queries that bare resemblance to what you're searching to come up with the perfect results.  

Googles knowledge graph

Google's knowledge graph is a big database launched on May 16, 2012, by Google to provide a more useful and relevant result to searches. This database uses a semantic search sequence to provide more relevant search results. 

Now you will find many explanations to what google knowledge graph may mean. However, they are mostly complicated and hard to understand. So we have devised a simple way to get you to understand what google knowledge graph means. Think of a warehouse of knowledge, a database that seeks to have all the information possible in human history. This is what Google hopes to achieve, and they will need your help in achieving this.  

By collecting information from sites such as Wikipedia, CIA, World factbook, and freebase, google can gather data about events, people, history, and any other relevant topic.  

With regular algorithm updates such as Hummingbird Panda and Pigeon, we see google putting in more effort to achieving this goal. They can create a database that has answers to almost every question users could ask, and this database will be easy to access through search engines no matter where they are.  

The search engine is designed primarily to collect data and to put it on the screen of whoever bothers to look for such information. A collection of such data then begins to form a knowledge database.  

Google's knowledge graph is Google's systematic way of putting facts, places, and people together to create a string of information that is used to provide interconnected search results that are more accurate and relevant to the search query. Now you can see why we had to explain from the surface. 

Specifically, the knowledge graph is a database of millions of bits and pieces of data about various keywords people are fond of searching on the world wide web and the purpose behind these searches based on the already available contents. With such knowledge, it becomes easier for search engines to provide users information about facts, places, and people who share a form of connection in one way or the other.  

Still aren't sure what we mean, let perform a short exercise, shall we. Open your browser and search for famous actors. You will see a carousel of famous actors that appear at the top of your screen. That is a clear example of a Knowledge graph result. 

This is important in SEO because it doesn't just widen your knowledge base, but it can be an advantage to you because when exploited, it can get more traffic to your site. 

How can you do this? By hiring Semalt, we can create better content or content structures that engage your audience better via the knowledge graph panel. This is quickly catching on as an SEO trend, and several artists and entrepreneurs are already doing it; you can do it also.

The blend of entities and Google's graph optimization

We develop your brand or business to become an entity. By publishing original industry reports, new professional advice that we can get google to begin seeing you as an entity. It is these entity related signals that do wonders in ensuring your website gets ranks.

Now that we have looked at Entities and Google Knowledge Graph let's look at these three ranking factors again. 


From an SEO perspective, content is a connection or a mixture of entities in a relationship. If we make a statement, "SEO is developing." There is the entity "SEO" and another entity developing. However, both entities are connected in a relationship that develops into the content.  


When we take a deep dive into the meaning and the fundamentals of links, we realize that links are connected between entities even before we or google considered them to be such. Links dictate a relationship and direction between pages on the net. These pages are packed full of entities that contain other entities.  

When a user searches any query on Google, the search engine algorithms move into action swiftly, trying to link the entities (content and links) in web pages to the search query. However, google knowledge graph is added to this process to make information access quicker, more accessible, and more suited for the user's intended need. For a query like "what is the best birthday gift?" Google Knowledge Graph would interpret the query to produce the best results. By studying the entities inputted in the search query, google graph can predict the next entity to be entered, which reduces the effort and time users have to spend inputting their questions or search queries. So in the example given above, Google will begin to show you options after typing the first few entities that may carry the exact question you are trying to ask.  

We can now say that the Google knowledge graph is an entity graph. For you to qualify or your web content to make it to Google knowledge graph, you must first be considered an entity by google. This means that if you're not an entity, you do not exist to google or its algorithm. So to get found, Semalt optimizes your brand and web content.