These are themselves linked in to other entities, building a detailed scaffold of information. It then developed into a more complex linked-data system, with defined relationships between these entities - for example, Q2220900 is a sub-class of entity Q28803, sandwiches, and has parts Q170486 and Q7802 - appropriately, ham and bread. It began as a simple spine linking together the same set of concepts in different languages, allowing us to say that the Wikipedia articles “ham sandwich” (English), “ساندویچ ژامبون” (Farsi), and “bánh mì thịt nguội” (Vietnamese) are all on the same topic, wrapped up as the enigmatically named entity Q2220900. Wikidata is a linked-data project run by the Wikimedia Foundation, better known for Wikipedia-which no doubt is familiar to you all. Having explained how the Knowledge Panel is not the same as the Knowledge Graph itself, it remains the most overt use of the Knowledge Graph for most SEO pros.This is a guest post by Andrew Gray An introduction to Wikidata How It Works: Where You See Google’s Knowledge Graph Used Information Retrieval (Speed) Benefitsīy organizing information by topic, it becomes much faster to retrieve information - both by Google and by the user looking for a needle in a haystack. On the negative side, a single point of truth can reduce the diversity of information and can be prone to bias if the underlying data sources are themselves biased. Whilst Google’s Knowledge Graph can still contain factual inaccuracies and errors and may be open to manipulation by SEO professionals or bad actors, the approach has the benefit of providing Google with a “single point of truth” - at least for non-controversial topics.Ī new fact about a topic may have to pass some quality threshold before it is added to the Knowledge Graph, but these thresholds are unlikely to be discussed openly by Google. In addition, information about a topic can in theory be derived from other sources beyond the Internet. A Detailed Description (Usually some Text with a URL of the source).A list of Image URLs (Usually with the associated usage rights).A name or label (Like “Elvis Presley”).There are usually multiple statements about the topic: Something like:, although the parameter name “kgmid” can change depending on the topic type. ![]() Like most databases, it has a unique identifier, which you can sometimes see in Google’s URLs. Each article is called an “ Entity” by developers, or a “Topic” in Google’s customer-facing articles.Ī topic can be about anything. I like to think of a knowledge graph as a cross between an encyclopedia and a database. SEO professionals need to understand how to influence topics in the graph if they are to affect meaningful change in Google’s understanding of their content. Semantic data and markup, in turn, help to connect concepts and ideas, making it easier to turn them into structured data to populate Google’s Knowledge Graph. Knowledge Graphs can help search engines like Google leverage structured data about topics.
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