Do you know what the knowledge graph is? It is that information that you see on the right hand side of search results in some cases. Here is an example of the normal knowledge graph, not the local. We will talk about the local in a moment…
Kelly Slater Example Knowledge Graph
The normal knowledge graph was a big change for Google. They went from delivering other peoples content as simple search results to a new form of aggregated data around a specific topic. Most of the standard search knowledge graph is pulled from Wikipedia. But the rest is rendered based on information gathered on the web. The surfacing of this information meant a couple things. First, it brought more visibility to the pages which are delivering the information in the knowledge graph. Secondly, in some cases it resulted in less traffic to a website. Why would a user click on a normal search result when they get all the information they need in the knowledge graph?
Google Local Knowledge Graph
Google has brought this same concept to local results; However, it can be argued that it is more prominent (at least I think it is). Let’s take a look at a sample search for restaurants San Diego.
Here we see a prominent local knowledge graph carousel at the top of the page. This is what users will click on, don’t you think?
So what does it do…
If you click on a listing it filters search results by that listing. It also shows the Google + / Places page on the right hand side.
Think of the implications of this! Whoever is in the top of the local knowledge graph carousel is going to get all the traffic. That being said, because it is horizontal it does create visibility for more local listings immediately, opposed to have to scroll down. Also, if you don’t have a Google + / Places page you are basically out of the running.
Ignite Visibility Internet marketing will be gathering data on this new change. We hope to deliver a report soon to all clients.
What are your thoughts on this big change for local SEO?