When you Google your company’s brand name, there’s a chance you’ll encounter their Knowledge Graph. In most cases, this means when someone looks up your company they will see a graph with pertinent information such as your brand name, business hours, links to social media, Google Plus pictures, phone number and reviews from customers. The graph might also contain a short summary of your company from Wikipedia. The problem with this is that many people trust the information found in these graphs. Since you didn’t place this information, this can alter people’s perceptions on your brand.
Verify Information Contained in the Knowledge Graph
Case in point, say a customer uses Google to search for your company and the Knowledge Graph appears with negative reviews from customers. Immediately, this will cause the browser to form a poor perception of your brand based on the information they receive.
Furthermore, if the graph has incorrect information it can shape negative opinions of your organization because to the visitor it presents a view that you don’t care enough to place the correct information online. This is why it’s imperative to examine the Knowledge Graphs Google has on your company and to verify that all information is correct. If you notice errors in content you can update the information.
Google is Scraping Content
Google strives to optimize their products to give its viewers the best browsing experience. As part of this, the Knowledge Graphs are advancing in the type of content they offer. This means it’s likely you’ll discover some of your content might appear in a graph. In turn, this can become detrimental since Google is essentially putting your content on a graph, which can reduce the amount of viewers to your site. Unfortunately, since there are no ways you can prevent content scraping from occurring the key is to write effective and eye-catching headlines and content that attracts those that might become your clients.
Strategizing Content That Coverts More Customers
To begin, it’s important to understand how Google pulls content into their Knowledge Graphs. In many situations, Google uses the organic results found on the SERP. Since Google uses these results to pull the information the more effective your SEO strategy is the higher your overall ranking will be and this will increase the likelihood that some of your content will make it into the graph. For your prospective clients, this will only whet their appetite and propel them to visit your website to learn more.
To convert the traffic when they visit your website, it’s important to place a heavy emphasis on quality content. Some tips you can employ include writing strong content that conveys your brand’s value to the reader. In addition, it’s important that you structure content based on theme and to incorporate an effective title and headers to attract attention.
Ultimately, while the Knowledge Graph might lead to a reduction in web traffic, by employing a strong SEO strategy, your customers can find you. Moreover, when your organization writes strong content, you have a higher chance of converting those visitors into clients.