Last week we talked how Google had removed “Google+ People and Places” in favor of content from their “Knowledge Graph” in an attempt to give the user more of what they want.

Now, instead of promoted brands and people in Google+, Google search engine users will be exposed to a variety of similar information entered in the search query.

We thought it was important to break down how Google’s Knowledge graph impacts right hand column content on search results.

  1. Google Ads – Ads will continue to take precedence on content display. If your search query is an “Adwords” type query like “inbound marketing” or “web design”, you will be exposed to pay-per-click ads in the right hand column of your search results.
  2. Knowledge Graph – If your search query is not an “Adwords” type query, like “basketball” then your search result will return information related to basketball in the right hand column. In our testing, we did determine that if the brand had a strong presence on Google+ that it would be recommend to the user as opposed to content from knowledge graph.
  3. No Content – If your search query does not have importance with adwords or knowledge graph, then the right hand column in your search results page will be left blank.
What is the importance of Google’s Knowledge graph on user search results?

The importance is that as marketers we need to understand how search engines work. Now, users will no longer be exposed to Google+ content from your business, but if your business is not on Google+, they never were to begin with. It will not decrease exposure for your business as your now will be the same as pre-knowledge graph.

Want to know more about search engine marketing and the role it plays in inbound marketing? Contact JASE today and let’s talk. As always, please feel free to share this article with friends.

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