How does it change Seo activity with Knowledge graph?

The activity Seo, as is known, is changed. Google has accustomed us to the continuous changes in its algorithms, able to sow panic among the world's experts Seo that use "standard" techniques to increase visibility on search engines.


Suffice it to recall the latest updates, ie Penguin and Panda, who clearly emphasized the importance of quality content in a SEO strategy. In fact, all these changes do nothing but reward the work of those who make Seo cleanly and without resorting to techniques "border line".

Google announced these days the introduction of Knowledge Graph, a tool able to make more intelligent results of our research through a combination of data related to our search queries and the use made ​​by users of Google itself. This is not just a novelty, indeed, Knowledge Graph is in line with Google's mission to make more and more "human" behavior of the search engine to deliver higher quality results to users.

To prepare for the launch, Google has "studied" more than 570 million queries and 18 billion relationships ... Let's say that as a sample is more than good! Knowledge Graph becomes in fact the concept of a simple search engine, based on matching keywords in user queries, in that of intelligent search engine with an operation that, as mentioned before, is a further sign of the end of 'era of the old-fashioned SEO.

On SearchEngineLand Danny Sullivan summed up very well as a result of this implementation now Google is able to offer not only links, but direct answers to our questions. How? For example, if we write the search query "York", Google now knows that York may be a city, a city of England, a football team and that there is a university in York, and directs us in one of these directions.



What then can we learn from Google Knowledge Graph? So far we have always preached, in the writing and content optimization of a strategy Seo and visibility, to think in two directions:
  • - User friendly, aimed at capturing the attention of users (interesting, unique, updated, quality content in short ...)
  • - Search engine friendly (making sure to use the basic techniques to consistently push your site on the search engines)


Now, however, the balance shifts to the first direction, because it is Google that is learning to "behave" like a human, so our advice is to create content that is first directed to the users, ie people .
Google currently recognizes "objects" such as reviews, people, products, companies, recipes, events, music and video. If a site contains one of these products is "eligible" for "further results" in Google and in the long run should benefit from this.
In short, knowledge graph grows with the importance of context and content and decreases the one of the keywords. Google now is uncompromising with all those using automated techniques in their strategies Seo and online visibility.
We believe the time has come to completely change the point of view: a strategy Seo and online communication can hardly be outsourced, as it the basic requirement, that offer unique content, can be satisfied only from those who knows perfectly their own company / brand, that has to start from the people who work for the same company. Today as never before we can say that internal communication and online communication (external) are getting closer and closer, and one can not be without the other.



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