Released in mid May the Google Knowledge Graph has expanded its presence since, and in doing so has prompted an array of positive reactions. The Knowledge Graph is designed to deliver information for basic, often very popular, searches in a fast visual manner. As such the general public has been more than impressed as the majority of searches made on the internet continue to be for elementary, quick information.
But what of the Knowledge Graph’s influence on other elements – say niche search categories and search engine optimization (SEO)?
First, it should be noted that the Knowledge Graph continues to have limited presence as its noticeably absent from most searches for products and services. But when it is present, in these or other searches, it dominates a large portion of the search engine results page that is above the fold. Unfortunately this means that internet real estate for both organic and paid results is becoming increasingly more competitive. As this process continues an increasingly larger percentage of the traffic will be directed towards paid results and the top ranking website.
Google has been pushing organic results down for quite some time. At the end of the day they are a business largely supported by their paid advertising programs. Which brings up a fun question – did Google introduce the Knowledge Graph to push more traffic towards paid results? Currently that’s hard to prove as the Knowledge Graph is displayed most frequently on search result pages that contain few if any paid ads. However if the Knowledge Graph continues to expand its frequency and reach it will certainly impact organic result visibility.
What we can say for sure is that Google continues to introduce and develop new aspects (such as Google Plus Local) and it would be unwise to think they won’t affect search engine optimization. As has been evident for quite some time social media continues to integrate and influence your website’s ranking.