In the digital world, all of us — producers and consumers alike — are at the mercy of search engine behemoths. If you want to find or be found, your first stop is almost always Google. Thanks to features like smart search and the Google Knowledge Graph, this search tool has become the most popular way to find information.
The universality of Google is an asset for digital advertisers in the know. At Stand and Stretch, we use tried-and-true methodologies to help your website score on Google’s search algorithm. That way, customers who need your product will know where to reach you.
If you fail to rank on Google’s search algorithm, you’ll be left out of the conversation.
Google pulls relevant search results from a sea of data
“Google knows everything.” You’ve probably heard that phrase or said it yourself at some point. While the search giant does have a wealth of information at its disposal, Google’s real value comes from its ability to show users relevant information. Google knows what you want when you search for “fast oil change,” and it delivers concise results.
Consider your website’s landing page a “pitch” to both consumers and Google alike. Your goal is to deliver the most relevant information possible using limited words.
Google Knowledge Graph simplifies search, and magnifies the importance of relevant information
Information returned by the Knowledge Graph frequently appears as a rundown on the side of your results page. If you search “Wayne Brady,” for example, you’ll see a quick digest of biographical information and upcoming performance dates. After all, those are probably the most relevant pieces of information for someone who Google’s an active entertainer.
As the Google Knowledge Graph becomes a more integral part of search, obviously your website needs to be optimized for this tool. In other words, you need to help Google understand exactly what your web page is about.
This isn’t a radical idea. After all, your website should already be a tool that helps consumers find information they want!
The Google Knowledge Graph allows you to cut through troubling semantics
Google’s search spiders work in conjunction with information like your focus keywords and meta description to help clarify the meaning of potentially duplicitous words.
Take the word “mouse” for example. The people in the market for computer devices and domesticated rodents are probably two vastly different groups. Someone searching for a new pet won’t find information on a bluetooth-capable mouse to be particularly relevant. (And vice versa.) Thanks to the constantly evolving Knowledge Graph, your search-optimized web page can actually clarify those semantic discrepancies on its own.
Your website must provide a service (even if your company is not a service provider)
Regardless of your business’ nature, your website has to deliver information based on what your potential customers need, and what they’re actually searching to find. Using past search queries and the habits of users, Google has equipped itself to deliver more concise results than ever. Utilizing search engine optimization tools like keywords, meta descriptions, URL slugs, and page titles can ensure that you conquer the Google Knowledge Graph and get seen by customers who want your products and services.
Check out the Stand And Stretch website or get in touch with our team to learn about how we can optimize your digital presence and drive traffic to your website.
Bethaney Phillips is a freelance writer and editor turned SEO specialist with 10 years of professional digital writing experience. She enjoys working with clients and putting their ideas into informative content. She is also a military spouse entrepreneur advocate, volunteering, and writing in MilSpo spaces. When not working, she can be found chasing around two toddler boys.