KNOWLEDGE GRAPH: FRIEND OR FOE?Making the Knowledge Graph Work for You

Bryson MeunierDirector, SEO StrategyResolution Media

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WHY DO MARKETERS FEAR KNOWLEDGE GRAPH?

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WHY DO MARKETERS FEAR KNOWLEDGE GRAPH?

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WHY DO MARKETERS FEAR KNOWLEDGE GRAPH?

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MORE INTRUSIVE IN SMARTPHONE RESULTS

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RELAX

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NO EVIDENCE THAT KNOWLEDGE GRAPH DECREASES CTR

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DIRECT ANSWERS PREDATE KNOWLEDGE GRAPH

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DIRECT ANSWERS INCREASED TRAFFIC TO WEATHER SITES

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WIKIPEDIA TRAFFIC UNCHANGED

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Knowledge Graph, May 16, 2012

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ENTERTAINMENT CLIENT, OFFICIAL MOVIE SITE

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Google Analytics

Google Insights for Search

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1. Compare expected search volume with actual traffic 2. Use navigational query in first position if possible3. If volume is seasonal, compare percentages to last year

and look for big traffic drops

THINK YOU MIGHT BE AFFECTED BY KNOWLEDGE GRAPH?

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MAKE KNOWLEDGE GRAPH WORK FOR YOU

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KNOWLEDGE GRAPH INCREASES # OF SEARCHES

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KNOWLEDGE GRAPH CHANGES SEARCH BEHAVIOR

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KNOWLEDGE GRAPH CHANGES SEARCH BEHAVIOR

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REVISIT KEYWORD TARGETING

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• Great majority of queries affected by knowledge graph either not on the purchase funnel or related only to awareness

• Low ROI compared to other keywords

• Reduce reliance on head terms and consider true ROI of keywords targeted

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REVISIT KEYWORD TARGETING

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REVISIT KEYWORD TARGETING

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CONTINUE MULTIMEDIA AND VERTICAL SEARCH OPTIMIZATION

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REVISIT META DESCRIPTIONS AND STRUCTURED DATA

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FOLLOW THE MONEY

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1. Don’t fear the Knowledge Graph or Direct Answers2. Target the keywords that bring the most long-term value3. Craft meta descriptions to compel a user to click through4. Use structured data, images and videos to draw the eye5. Consider the return of contributing to Knowledge Graph

data sources

SUMMARY

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Bryson MeunierDirector, SEO StrategyResolution Mediabmeunier@resolutionmedia.comhttp://www.brysonmeunier.comhttp://www.resolutionmedia.com@brysonmeunier+Bryson Meunier

THANK YOU!

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