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As Google became more popular, the common response to figuring out a question became “Google it.” Previously, when a user searched a question the result would display a variety of sites where the user could find the information needed. Today, Google launched Knowledge Graph which displays popular facts about the person, place or thing searched next to the regular list of results. Because Google Search has become more intelligent and can better understand a query, it can provide a summary of the relevant content surrounding the searched topic.

Simplicity of Design

Although change is inevitable, especially when dealing with technology, we seem to continually resist improvements made to our favorite sites. Take for example, Facebook’s timeline profile which was put into place to help keep track of posts, pictures, and life events as we use Facebook for the years to come. It seems like a good idea yet many still haven’t updated their profile.

Google has seamlessly incorporated its Knowledge Graph so users can more easily see the benefit of the displayed facts without getting caught up in opposing changes. By placing the Knowledge Graph information to the right, search users can take advantage of the displayed information without having it interfere with the routine search process. Google will determine if the extra facts are necessary based on the search so, like Google Maps, the Knowledge Graph information will only be displayed if Google determines it to be useful.


I believe the Knowledge Graph information will be utilized as long as the focus on accuracy continues. When searching something such as Luxor, you will get results for both the Las Vegas Hotel and Casino as well as for the city in Egypt. Rather than guessing, Google will let you select which result you are looking for.

Google purchased Metaweb in 2010 which was building both relationships and a database of facts. Knowledge Graph uses Metaweb along with any public sources such as Wikipedia to gather information. Because public sources are not always credible, Google has a “Report a Problem” option so users can report any incorrect information listed. If Google decides to make the change suggested, then it will inform the source of the information so the source can correct the mistake as well.


Google is now focusing on entities, nodes, and relationships as opposed to purely keyword recognition.  They are focusing more understanding information like humans do so website content will have to be user friendly rather than focusing on pleasing search engine crawlers. The combination of displayed facts and links allow search users to quickly access the needed information and to more easily surf various facts.

It will be interesting to see how often the Knowledge Graph is used and how it will influence SEO over time.

Megan Rothey
Megan is an Digital Marketing Manager at Big Leap who loves coming up with strategies that help businesses grow. She has a fondness for SEO since that was her focus when she entered the digital marketing industry. She is a board games master, a tennis enthusiast, and she adores her husband.