Many articles have been written on
the Google Knowledge Graph and its impact on SEO, but have you given thought to
how the Knowledge Graph potentially impacts your content strategy — or even
your entire revenue model?
For many publishers, it’s time to
take stock of how to work with the Knowledge Graph and how content strategy and
revenue models may need to adjust with this shift in organic search.
The Knowledge
Graph was designed to provide information about people, places
and things (i.e., entities). Google gathers information to supply answers
via the Knowledge Graph from a variety of sources, including Freebase, Wikipedia
and select websites Google has indexed. When Google pulls Knowledge Graph
information from websites, it does so without permission from website owners.
While the Knowledge Graph is
potentially helpful for searchers, helping them find information faster, the
addition of this information to the search results may likely mean a reduction
in clicks to the websites in the SERPs. Take this search for [bengal tigers],
for example. If a searcher can glean the information needed from the knowledge
graph, why click on the Wikipedia entry?
