When GMB and Knowledge Panels Collide – Andrea Volpini

Andrea Volpini, Jason Barnard and Paige Hobart were live on Tea Time SEO last week to share their thoughts on When GMB and Knowledge Panels Collide with us. We got a lot of valuable tips and Andrea put a summary of his talk together in case anyone missed it. Don’t forget to check out the slideshow and the video on our YouTube channel.

Tip 1: Knowledge Panel – use sameAs links

By reading any sameAs link added in the structured data of a website, for any given entity, we tell machines that the entity is equivalent to another entity in an open encyclopedia like Wikipedia, on a social network like Twitter or directly in the Google Knowledge Graph. This provides search engines with the confidence required to use some pages instead of others for extracting answers in the form of featured snippets (as seen in the example above).

Tip 2: Link your data with other people data

There are four simple principles to follow when publishing data on the web (and yes, structured data is open data as it is fully accessible).

  1. Use URIs as names for things (this is the unique identifier that we introduced above) 
  2. Use HTTP URIs so that people can look up those names (this means that the ID of every entity shall be accessible via HTTP URI) 
  3. When someone looks up a URI, provide useful information, using the standards (Behind these URIs we need to publish data using a linked data standard called RDF) 
  4. Include links to other URIs. so that they can discover more things (and here is where we need to add owl:sameAs property). 

A so-called 5-stars open dataset is a way to publish metadata (using linked data standard) that makes it readable and accessible by machines. Here we see the entity for myself on Wikidata linked back using a WordLift ID property in Wikidata with the equivalent entity that WordLift created on my personal knowledge graph. These links back and forth in the web of data helps Google and Bing significantly with entity disambiguation and are proven to be beneficial for SEO and content discoverability in general. Tip Three: Schema.org is a Multitasker Keep the focus on both SEO and Content Model
Move beyond the idea of using schema markup to get rich results on your site; this is useful and it is the best starting point to get a positive ROI on the implementation of structured data but, the real value lies in modeling and connecting your content in a meaningful way for your users. By building your own knowledge graph and using it as part of your content model you improve user engagement and boost SEO. Here is how to get started with content modeling and schema markup.

Thank you again Andrea for this great insight. Enjoying learning more? Check out our blog to get interesting tips from our experts, including – Silvia Sanna and her view on Is Voice Here to Stay? It’s now 2020 and Enrico Chiodino’s summary on Backlink profile: what does ‘natural’ even mean?.

P.S. Sign up to Tea Time SEO to never miss out on any information around SEO! See you at 4pm BST Mondays and Thursday on our YouTube channel.

Image Credit: Marius Matuschzik on Unsplash

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