Is Google’s Knowledge Graph Secretly Damaging Your Content Marketing Efforts?
When Google launched its Knowledge Graph back in 2012, it was hailed by users and marketers alike as a breakthrough in search. Instead of sifting through page after page of results, you could instead get the detailed information you needed – and by extension, everything else you might want to know about the topic – direct in the search engine results pages.
Take a look at this example:
Searching for “Rushmore” (without quotes), one might immediately think of the national monument featuring the faces of prominent U.S. presidents. But Google’s Knowledge Graph delivered much more than that:
Not only does it tell you about the movie by the same name, it also gives you a plot synopsis, ratings from well-known and trusted movie review sites, when it’s playing in your local time zone (and on what channels), reviews from critics, and links where you can watch it online or through subscription on-demand services.
You can also see the cast, other films by the same director, and so on. Not once did I have to click on IMDB or Rotten Tomatoes to learn more.
But it’s not just movies that can be found through the Knowledge Graph. You can find complete recipes (with photos):
As well as celebrity biographies, maps to local places and much more. All of these results can be found and instantly delivered to you without ever leaving Google. Just recently, Google even announced that it is now adding medical symptoms to the graph, in partnership with doctors and health professionals. Is there a doctor in the house?
Of course, searches like this are a boon for the search engine. It gets more people to spend time on its site, while gathering relevant data on user searches. As it becomes more aware of nuances in the way we search, explore and discover, it fine tunes its algorithms to continue learning and improving.
Good news for them. Bad news for the rest of us.
In other news, Skynet has become self-aware (Image Source)
What This Means for Content Marketers
Even if you don’t run a recipe site, movie review hub or celebrity shrine, as a content marketer, you’re still affected by the Knowledge Graph results. Even last year, concerns were being raised over the drop-off of traffic to Wikipedia thanks to Google’s Knowledge Graph beating them to the punch when it came to providing general information.
For content marketers, this means that potentially a large chunk of your targeted traffic isn’t even reaching your pages, because they got what they needed directly from Google itself. For these people, it may seem like Google is jerking the proverbial content rug out from under you. It tries to relieve the situation by putting your link below the result, but in the recipe example above, why should I go to the AllRecipes site when the entire recipe is right there? Why visit IMDB to learn more about a particular film when …read more
Source:: Kiss Metrics Blog