Search Engine Optimization at its core is data optimization. Our task is to optimize content on the Internet so search engines can easily correlate meaning. When the search engines can display more of your accurate business information, you get more customers! Google has long been in the market of showing the best results based upon the data it collects. In the beginnings, the search engines struggled to associate meaning and value behind the content they found. With user input databases like freebase.com, Google has become better at correlating their data with real-world meaning. Google branded the result of this enhanced development as the Knowledge Graph.
Google Knowledge Graph
Google’s Knowledge Graph displays instant factual information correlated with a person, place, or thing in the right sidebar of Google search results. It also displays correlated information with publications, recent posts on Google+, songs/albums, search disambiguation, maps, business information, reviews, and more. Google will assess the accuracy of a source and use that information to display facts about your business. For example, try searching a major city. You will get instant weather information, population, area, etc.
With your accurate business information in this area of the search results, you instantly gain the trust and confidence of your searcher. What notable facts does your business have that you can publish to give you a competitive advantage? How does Google associate this information with your business? As you add more content to the Internet, you can associate it with your business through context and markup.
How to Optimize for Open Graph Search Results
The search engines started using contextual logic to determine meaning, but there had to be a clear cut way for a writer/webmaster to differentiate meaning. For example, when “Forbes” is mentioned in an article, does it refer to Steve Forbes or Forbes Magazine? How can the search engines tell the difference? Thus schema markup was born!
Schema.org defines a markup language that search engines use to differentiate meaning of text. When used correctly, the search engines can display the most accurate information for their users. Businesses should use this markup language to define at least your name, address, and phone number as a “local business” so Google can correlate that information in their search results.
It’s About Accurate Data
No matter how Google decides to display information in the future, they are all about getting the best and most accurate information to their users as quickly as possible. Our task is to ensure that all the right information is easily identifiable so Google can display it when it’s relevant to a query.