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Using Google Knowledge Graph to Grow your Brand Presence

Business Graph with arrow showing profits and gains

using Google Knowledge Graph

Everyone uses Google. From millennials to baby boomers, it’s a good bet that your potential clients are starting their home search online, relying on the world’s largest search engine to find the perfect brokerage. However, getting your brokerage to feature on the first page of Google’s search results may seem like a daunting task, especially if you lack dedicated SEM resources. But these days, there’s a Google hack to help you get even more visibility: using Google Knowledge GraphNow, let’s dive into using Google Knowledge Graph to grow your brand presence. 

You might be thinking, what exactly is the Google Knowledge Graph, and how do you use it? Well, you’ve probably seen how the Knowledge Graph works without even realizing it. Think back to your last Google search. If your query resulted in a direct, immediate answer among the classic search results, that’s the work of Knowledge Graph.

Here’s Google’s definition…

What Google says:

The Knowledge Graph is a knowledge base used by Google to enhance its search engine’s search results with semantic-search information gathered from a wide variety of sources.

Now, let’s break that down into human speak:

What this means:

Essentially Google Knowledge graph collects information about people, places, things and their relationships, to give you direct answers to your search queries.

Jack Conway using Google Knowledge Graph

Where does the Information Come From?

All over. Ok, that may be a little vague. The information collected is an aggregate of content from around the web, including from Wikipedia, Wikidata (we’ll get to this below), and a variety of online databases.

Although Knowledge graph collects information naturally, for the most part, the following are a few steps you can take to ensure Knowledge Graph has as much information on your brokerage as possible:

1. Create a Google+ Account

Simply put, having a Google+ account for your brokerage means you give the Knowledge Graph more of the information it needs to surface your business in Google’s search results. Google+ is Google’s own social media channel, and although it’s not the major player many of us expected it would become, creating a network and promoting content shares helps to give your business more credibility in the eyes of Google. So, when using Google Knowledge Graph to grow your brand presence, it’s a good idea to create a Google+ account. 

2. Ask for Reviews on 3rd Party Sites

The more positive online reviews your brokerage has, the more likely your business is to appear on the Knowledge Graph. Keeping this in mind, it’s a good idea to ask your customers to review your business on Google+, as well as on various third-party sites, including Yelp, Yellow Pages, etc. If you have a good rapport, most of your clients will be more than happy to give your brokerage a review. Again, reviews across the Web add to your business’s credibility.

3. Claim your Local Listing

If you haven’t already, you want to claim your brokerage’s local Google listing. The first step towards doing this is to create a Google My Business listing page. This is a must, as doing so allows you to add your business information to Google Maps, Search and more. You can follow these steps to see if someone has already verified your listing.

4. Add your Listing to Wikidata

As I mention above, Google Knowledge Graph pulls much of its information from an online database called Wikidata (a replacement for Freebase since 2015). Wikidata is comprised of items and topics gathered from public sources around the Web. Since it is open source database, you can create an account and add your listing.

Start using Google Knowledge Graph to grow your brand! Getting as much information out to Google as possible will help ensure that your brokerage is a top search hit every time.

Google tools for marketers

Samantha Leonard
Samantha is a Digital Marketing associate at Boston Logic, who works closely with the Marketing and Sales teams to create engaging and valuable content, with the goal of educating leads and guiding them through the buyers journey.