Why the Google Knowledge Graph Makes Content Amplification a Requirement
The Google Knowledge Graph and its associated “Answer Box” is changing the search landscape as we know it. The impact on content marketers has been tremendous and requires that we re-think our online marketing strategies, namely content amplification. But before we begin re-thinking strategy, it’s important that we have a good understanding of the Knowledge Graph and the benefits it provides to searchers.
The Google Knowledge Graph
Google's mission is to organize the world's information and make it universally accessible and useful. The Knowledge Graph was released to help them fulfill that goal allowing searchers to find information quickly and easily.
The Knowledge Graph simply displays an answer to a searcher’s query directly from the search results page on Google. There’s no need to click onto another website to get your question answered. Instead, Google displays the answer to your question in the form of an answer box (pictured below), carousel, panel or snippet.
That’s great for web searchers looking for quick information. It really changes the game. But at the same time, if people are getting their questions answered by Google and aren’t clicking through to any of the organic search result queries, how are we as marketers supposed to promote our brands and services?
The Impact on Content Marketing
Like I said before, the impact on contact marketing is tremendous. With search engines only displaying 10 organic search positions per query, getting your content seen is already hard enough, especially since 94% of web searchers click on page one results only. With the Knowledge Graph Answer Box, you’re even less-likely to get visibility on your content, even if you were able to secure one of those coveted top 10 results.
While the Answer Box is a major breakthrough for web searchers, it certainly makes our job as content marketers a bit more difficult. But, by no means is it something that we can’t overcome.
Using the Knowledge Graph to Our Benefit
The good news is that we can get our content to appear in a Knowledge Graph. There is such a thing as “knowledge graph optimization” and you can get a brand page and description to appear in the Knowledge Graph Answer Box. But, it’s tough work.
That doesn’t mean you should throw in the towel and stop creating content altogether, however. It just means you need to work a little harder and put some amplification behind your message. By taking the time to amplify your content, there is a chance that your information will rise to the top and eventually appear in a Knowledge Graph Answer Box.
Getting our content to rise to the top of the SERPs and eventually to an answer box (most Knowledge Graph Answer Box results are scraped from the first page) is similar to what we’ve always done: create high-quality content, post to social, build organic links, etc.
Unfortunately, as many of us have learned, just because you create great copy, post it to your social networks and get a few links back to your website, that doesn’t necessarily translate to page one ranking on the SERPs. And if you aren’t ranking on page one, you certainly don’t have a chance of appearing in an Answer Box and even less chance of your content being seen by someone.
Using Content Amplification to Get Seen
To truly get your content seen, you need to amplify it. Creating content is only half the battle. There’s a misconception among marketers that if you build it, they will come. As we’ve all learned, this is simply not the case.
If no one sees your content, then no one is engaging with your content. And if they don’t see it, engage with it or link back to it, how will you ever have a chance of appearing in a Knowledge Graph Answer Box, much less ranking well in the SERPs?
You need to ensure that your content stands out if you expect any type of success. What’s the point of creating great content if no one is going to see it anyway? A good content amplification platform promotes your content on the various websites where your audience live, encouraging engagement. As people begin engaging and linking back to your content, you begin to build SEO value moving your content higher up in the SERPs. Eventually, if enough people engage and link back to your content you may find yourself at the top of the search results inside an Answer Box.
Just remember though, you’ll never make it to the top, unless you take the time to actually promote your content online.