Google Just Got More Relevant—Shouldn’t You?

May 31, 2012 at 10:08 am | Posted in Digital Marketing, Relevant Content, SEO | Leave a comment
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According to the search giant’s website, Google will be rolling out yet another new feature within the next few days—Google Knowledge Graph. This upgrade to Google’s already predictive search engine will attempt to provide more relevant search results and even provide detailed information related to the query, right on the search page. Forbes’ Rick Segal is calling it a “humanly relevant idea.” But will the addition to Google’s search arsenal really make results more relevant, and if so, how will it affect your traffic and rankings?

Does Knowledge Graph Make Google More Relevant?

Thanks to the Knowledge Graph, the smarter, more informative version of Google will be able to perform “semantic searches,” going from as Mashable reports, “strings to things.” For instance, the search engine will now be able to tell  for whether your search“Milky Way” is a request for the ingredients of your favorite candy bar or an attempt to find out more about the galaxy you live in. If you’re wondering how exactly Google-liath is able to accomplish this feat, that’s one query you’re not likely to get an answer to—at least not yet or in any degree of detail.

Of course, the new feature (if it proves as effective as Google claims) will make search results even more relevant for web users. This has been the company’s plight since its inception, and we have to hand it to them—they’re getting pretty good at providing users with the most relevant content available on the Web.

Should You Be Worried About Google Knowledge Graph?

Google not only has a great deal of control over the sea of information online; the search engine apparently has a huge influence on the collective blood pressures of web marketers everywhere. As is the case with each new update or addition to Google’s algorithm, the Knowledge Graph has the digital marketing world in a panic. Will it be the end of web publishing? How will it change the already-threatened field of SEO? Everyone has questions, and since the feature hasn’t yet been made available to web users, the long-term impact still lies in the realm of the unknown.

If the past is any predictor of the future, however, the Knowledge Graph will be less eventful than the fear mongers speculate. One thing is for sure though—relevant, useful content is more important than ever. Those who warn that this is the first step toward Google encapsulating the entire web onto a single search results page need not fear. As Google’s head of search, Amit Singhal emphasized at SMX London, the better the search engine gets, the more traffic it sends to individual websites like yours.

The Value Factor

Google has always stood behind its support of websites that offer value to visitors in the form of quality content. The Knowledge Graph is yet another testament of this support. If you’re offering your visitors more than just common knowledge or worse, keyword-stuffed fluff, then you’ve got nothing to worry about. Of course, since Google is recognizing—now more than ever—the importance of relevant content, maybe you should consider doing the same. You may think that the web content on your site is already relevant and useful. Perhaps it is. But, is your content reaching the right person at the right time in the conversion cycle? If not, then a relevant content optimization service may be in order. After all, as far as web marketing goes, taking a hint from Google has never been a bad idea.

Efi Rodik
Co-Founder & CEO
Relevantor LLC

Ready to heighten your relevancy? Learn more about how a content optimization service can funnel your content to the right audience at the right time, or request a demo to see it in action.

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