Weekly Wisdom with Jason Barnard: Knowledge Graph for Brands

A recent IBM study says that content is the most important asset for brands, and a key driver of engagement. In an industry where authenticity matters more than ever before, it’s time to rethink your brand strategy from the ground up without losing sight of the audience you’re targeting.

The “knowledge graph for brands” is a weekly podcast that features Jason Barnard, the founder of Boowa. The knowledge graph allows users to see what people are saying about their brand online.


Hello, my name is Jason Barnard, and I’d like to welcome you to Weekly Wisdom. I’ll talk about how to get your brand into Google’s knowledge graph this week. Here’s a basic overview.

What exactly is a knowledge graph?

To put it another way, it’s an encyclopedia for machines that they can comprehend and use on their own; think of it as Wikipedia for machines. The knowledge graph is critically critical to Google’s current operation. It is the foundation of Hummingbird; it is the key to entity-based search, and it is thus critical to all of your SEO efforts. The knowledge graph should be a big, big part of your SEO strategy if it isn’t already. Begin working on integrating your brand into the knowledge network as soon as possible.

So, how does it function? It’s quite straightforward. Relationships and entities. Here’s a simple but effective example. Kate is someone Mary is familiar with. Pete appeals to Mary. Kate has a brother named Pete. Pete was born on March 27, 1982, in New York City.


Now, you should be able to understand that because that is how the human brain works, and here is a fun demonstration. Chester was a guy I met. He was teaching me a strategy for remembering 15 random words in under three minutes. Monkey, iron, rope, kite, home, paper, shoe, worm, envelope, pencil, river, rock, tree, cheese, dollar bill were among the random words.

You’ll see that I was able to recall it, but I had to think about it. He created a story, which is why I remember all of these words. “It’s a fun tale,” he remarked, and that was all he was thinking about. What I understood is that it’s not 15 random words; it’s 15 random things, which he connected via relationships. Here’s how it works:

The iron is held by the monkey. A rope connects the iron to the kite. The kite lands on the roof of the house. Paper has been used to cover the whole home. That paper is walked on by a shoe. In the shoe, there’s a worm. The worm buries itself in the envelope. A pencil scribbles on the envelope and then jumps into the river, splashing against the rock. The boulder jumps into the river, collides with the tree, and the cheese falls to the ground. It’s a cheese tree, after all. When the cheese cracks, a $1 note slips out.

He’s taken 15 different things and created linkages between them that make it very simple for the human brain to remember.


We have a lot of nouns and verbs in that example, and nouns and verbs are things and connections. Entity connection -entity = subject – verb – object = equals


And the most recent Google upgrade, B-E-R-T, has made it more simpler for Google to see subject-verb-object and extract from those entity-relationship-entity. Look up what Dawn Anderson has to say about Bert if you want to learn more about him. Bert has her as his go-to person.

The knowledge graph is an encyclopedia that represents entities and connections that Google employs to comprehend the world, and it also serves as the basic basis for its ranking engine. If you want your SEO plan to work, you’ll have to get your brand in there sooner or later. Here, I’ll show you how to get ahead of your competitors by making it sooner rather than later.

So, how do we populate the knowledge graph with new data?

“Isn’t it true that if I remember all of this meaningless knowledge about the monkey and the iron and the home and the river and the cheese tree, I’ll forget something more important?” someone questioned Chester. And he said, “Memory, on the other hand, is vital because it grows and expands. The more entities we have in our minds, the more likely it is that a new entity will be associated with an existing entity, making it much simpler to remember and comprehend.”


Taking this a step further, it makes little or no sense to learn about a new entity if there are no current entities with connections to it. The same may be said about Google.


Furthermore, the more entities you can associate with this new entity via connections, the more sense it will make to you, and the easier it will be to remember. The same may be said about Google. So, that’s how you enter the knowledge graph.

Find entities that are already there and barnacle them to serve as understanding hooks for Google. The difficulty now is how to locate those things to which you may attach your data in order to put it into the knowledge network. The most apparent example is Wikipedia pages, although not all items in the knowledge network have Wikipedia pages.

This Kalicube.pro tool may be used to check for a presence in the knowledge graph. Unfortunately, Google’s API lags behind what they really use, so it’s a little bit incomplete; but, just because the tool doesn’t return anything doesn’t imply it’s not a good choice.


The knowledge panel may also be seen in the Google results for that entity. Search for the entity — if the knowledge panel appears, it’s likely in the knowledge graph; nevertheless, be wary of highlighted snippets.


There are a number of highlighted snippets that are disguised as information panels on the right-hand side, so keep an eye out for them. A highlighted snippet appears on the right sometimes, and it seems like a knowledge panel, but it isn’t. The sharing icon denotes that this is a knowledge panel rather than a featured snippet.


Now, here’s a helpful suggestion for picking the proper entities. The more leverage a connection has, the stronger and tighter it is. As a result, pick entities with whom you have a strong and deep connection.

So, how can you get your brand into the knowledge graph?

You’ll need to explain to Google how your brand is linked to many things that the knowledge graph already knows about. Step one, and this is indeed the first step. The first step is to do it on your own website. Create a piece of material that outlines the partnership, or include it into an existing piece of information like your homepage, about us page, or your partner’s website.

Pay great attention to identifying the sort of connection, the relationship’s strength, and the relationship’s intimacy. To restate, the closer and more powerful you are, the better.

Make sure you use schema.org markup to express the connection in a way that Google can understand. The second step is to seek confirmation from reliable sources. Wikipedia is definitely beneficial, but it is not required. However, although this seems to be a widely held assumption, it is incorrect. Wikipedia isn’t required. Today, Wikipedia is quite useful.

So add your entity to Wikidata, Crunchbase, and any other specialty data sources you can discover, such as IMDB, Google Books, a dental registry, or anything else is relevant to your sector.


Step three is to alert Google to the fact that your site has corroboration. In the material where you identified the connection in step one, add links to these references. Google is growing better at extracting entities and connections from text if there are articles or large publications that corroborate the relationship.


That is really strong, especially when you consider Bert, who I mentioned previously. Because it is trustworthy, a large, strong media site is a fantastic source. All Google needs is a little nudge in the right direction. Add Schema markup once more at this point to be clear and make things easier for Google.

Also, whenever feasible, build linkages between citations that verify, resulting in a magnificent web of entities and relationships with your site at the core.

And it raises the question: how far are you willing to go with this?

Infinity and beyond is the solution. You may start building your brand’s site after you have everything in place. You may use your web to draw additional items into the knowledge graph that are related to your brand. Anything you want Google to display its consumers, including products, people, locations, and events.

The more you do it, the stronger your web of entities and relationships will get, the broader you’ll be able to expand it, and the more you’ll be able to use it for SEO. Finally, in August 2019, the knowledge graph received a significant upgrade. It looks to be a game-changer in the making. Read this article on Search Engine Journal if you want to learn more about it, which you should if you’re performing SEO.


Thank you very much. On Weekly Wisdom, we’ll see you next time.