ORLANDO, FLORIDA-Google’s latest change to its algorithm is another step in their quest to make a search engine that thinks like a human, and-thankfully-it looks like bad news for the black-hat SEO companies.
Knowledge Graph was announced on May 16 and started rolling out to U.S. English users immediately. Senior Vice President with Google Amit Singhal explained, “We hope this added intelligence will give you a more complete picture of your interest, provide smarter search results, and pique your curiosity on new topics.”
Essentially, Knowledge Graph will attempt to understand real-world things and their connections instead of just a string of words so it can provide better results to your search. This is the semantic search they’ve been talking about for a while. Now search results will be augmented with a set of associated facts and suggestions for further research, displaying a greater understanding of queries.
“We’ve always believed that the perfect search engine should understand exactly what you mean and give you back exactly what you want. And we can now sometimes help answer your next question before you’ve asked it,” he says.
His post goes on to list the three main ways Knowledge Graph helps searchers: find the right thing, get the best summary, and go deeper and broader in the search.
For example, a search for Singhal pulls up the search results you would have found before Knowledge Graph, but now in the panel on the right-hand side is additional information. There is a picture of him and basic biographic information like job title and education, a snippet from his latest post on Google+ and other search queries that may be related to Singhal, including Matt Cutts, the head of Google’s spam-fighting team, and Danny Sullivan, the editor-in-chief at Search Engine Land.
If you’re interested in an in-depth look at Knowledge Graph, Sullivan did a great summary that posted just a couple hours after Google announced the change on their Inside Search blog.
What Knowledge Graph Means For SEO
This is yet another-albeit large-step toward a smarter search engine, a Google that mimics human behavior of reading, analyzing and organizing content. Millionairium CEO Ali Husayni has said this all along: SEO must be done with humans in mind- not just the search engine.
Knowledge Graph just made that even more relevant. He says it places a greater emphasis on getting links from trusted websites since low-quality links from off-topic sites will continue to be devalued or disregarded completely. This update won’t eradicate spammy, paid link campaigns from black-hat SEO companies by any means, but hopefully it will discourage them.
So this doesn’t change SEO much for the companies that already stick to white-hat SEO. Basically, keep pumping out great content on a regular basis and building relationships with the subject matter experts and your audience to rank higher on Google. Links from blogs and other trusted websites specifically related to your area of expertise can be very helpful in increasing traffic.
SEO is still no magic formula for small business owners looking to get to the top of Google overnight, but it will increase traffic steadily with hard work and good ideas. We offer lots of information on how to generate the type of fresh content Google search wants and copywriting SEO techniques for that new content. The blog is also full of other free website optimization tips like seven on-page techniques to make your website more search engine friendly.
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