While facebook has open graph to help the social network better understand what’s on a shared Web page, Google has Knowledge Graph which it uses to provide answers, not just links, in its searches. This is to make life easier for searchers. Instead of clicking a link to the web page that has the to answers to their question, searchers will be able to read the answers directly on Google’s search results page.
Sounds good for searchers right?
But it does pose a concern to webmasters who create content and earn a living from the ads on their websites. With Knowledge Graph, Google scrapes websites and posts content on their search page so that searchers find the answers they want without having to visit the website that’s the source of information.
All is not lost for webmasters though as the short answers scraped by Google typically end with a link to the source – the website it was scraped from. So people who just want a quick answer read Google’s answer while those who want a more detailed explanation could click on the link and visit the website for more information. Thankfully for brands, the latter tends to be those more likely to buy than the former, casual browsers.
The rules of the game have changed. It’s time to rethink how you want to play it.
You’ll have to optimise your copy to convert better so that the little traffic you do get from Google brings higher returns.
It’s more important than ever to collect email addresses from your visitors, write magnetic headlines and strong copy to make the most of what you’ve got.
As for your content appearing in the answer box, would you rather have your link there or your competitor’s?
If you want to play the game, then you could help Google by making it easier for Google to answer questions with you content by following Google’s guidelines for your logo, contact details and social profiles. Then share your posts on Google+.
While you are at it, use micro data to add schema.org information to your content so that Google will find it easier to bring your content into its knowledge graph and use it.
Whether you want to go in that direction or not is up to you, but your competition may beat you to it. Either way, Google wins.