SEO glossary: Google Knowledge Graph

In a nutshell: What is the Google Knowledge Graph?

The Google Knowledge Graph is an extremely informative and interesting tool. It is part of Universal & Extended Search and is a great addition to the organic search results. For example, the Knowledge Graph is often displayed to the right of the SERPS when users google celebrities.

What is the Google Knowledge Graph?

The Knowledge Graph is nothing more than a knowledge database. Here, important information about a search query is processed in a structured manner and displayed in such a way that it represents informative knowledge for the Google user. Entities are linked to each other, expanded with corresponding attributes and ultimately presented.


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How is the Google Knowledge Graph structured?

Google first introduced the Knowledge Graph in 2012. The extension is displayed on computers as widgets directly to the right of the search engine results. For users with mobile devices (smartphones), the Knowledge Graph is displayed above the organic search results. If Google recognizes a semantic entity behind a keyword entered by the user, the Knowledge Graph is displayed for the corresponding topic.


These include:


  • Well-known people and personalities
  • Places
  • Known events and facts
  • At the same time, Google uses various useful facts and images to provide the user with an informative result.


A look at the Knowledge Graph shows that it contains the following elements:


  • Relevant images incl. link to Google search
  • Text excerpt
  • Important facts and information about a person, place or company
  • Appropriate structured data with the corresponding informative details
  • "Others also searched" field with similar search terms


When does the Knowledge Graph appear in the SERPs?

When a user makes a search query, Google looks for relevant facts that match the specific question. There are various triggers that can lead to the Knowledge Graph being displayed. Various search queries can be used to activate the Knowledge Graph.


The search term does not necessarily have to be a question (example: What is the name of the CEO of Google?). Normal individual search terms can also lead to the Knowledge Graph being displayed.



The Knowledge Graph can be activated in the following cases:


Search queries for...


  • ...companies and their known persons
  • ...famous personalities
  • ...relatives of well-known persons or famous personalities
  • ...non-fiction books, novels, movies or music albums
  • ...Definitions (What is Ultra HD?)
  • ...conversion of units or arithmetic problems
  • (e.g. about the nutritional content)
  • ...distances (How many kilometers are there from Hanover to Munich?)


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Conclusion: What is the Google Knowledge Graph?

The Knowledge Graph has now become a frequently used widget. If Google finds suitable processed information, it is displayed as an informative graph. For example, when a search term is entered for a well-known personality or a company.

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