SEO World Reacts to Google Knowledge Graph

July 23, 2012

Yikes, it’s a semantic invasion! Search Engine Watch declares, “Semantic Search: The Eagle Has Landed.” This article takes a look at Google’s newest Web search incarnation, the Knowledge Graph; the shift to the new system is already in progress.

Writer Jiyan Wei’s intended audience is made up of SEO pros, so most of the article focuses on what the development means for those who game results page rankings for a living. He does, however, give a good description of the service, using a search for “The Dark Knight Rises” as an example. He writes:

“Google’s goal is to infer that ‘The Dark Knight Rises’ is a specific entity type (a movie). Once this inference is made, they are then able to relate the entity with a set of associated entities (directors, actors, theatres, etc.). This relational understanding lays the foundation for a search experience that is far more consumer friendly, far more like ‘how humans understand the world.’. . .

“The right-column is almost entirely composed of content derived from semantic inference: it displays a list of people who have contributed to the movie as well as information about the movie pulled from Wikipedia.

“Semantic search is also currently influencing the organic search results by displaying people related to the movie, dates associated with the movie, and once the movie has been released and reviewed, ratings associated with the movie.”

Wei notes that the schema Google is using is publically available at, a collaborative project shepherded by Google, Microsoft, and Yahoo. If you’re interested in keeping up with the changing rules behind the search engine optimization game, see the second half of the article.

Cynthia Murrell, July 23, 2012

Sponsored by PolySpot


One Response to “SEO World Reacts to Google Knowledge Graph”

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