The data identified by the rich snippet HTML tags can also be used to define a knowledge graph.
You will have encountered the end product of these knowledge graphs when you search online.
For example, when you search for a specific athlete, you may encounter data fields that tell you about their sports team, spouse, or hometown, or something else.
This comes from the knowledge graph – a map of how different entities are connected to one another.
The knowledge graph makes Google’s results far more sophisticated than they were.
They also give Google the capability to understand the intent and context of the search.
Who scored the winning goal in the world cup final?
There is no mention of soccer here, but words like “scored,” “goal,” and “world cup final” tell Google that this is a soccer-related query. “World,” “cup,” and “final” do not relate to football by themselves.
But, placed together, they point to a very specific game.
Of course, there have been many World Cup Finals, but Google will presume the searcher is looking for the most recent final because no year has been given.
The knowledge graph can give you more brand visibility as your content and your brand may begin to appear under different searches.
However, the knowledge graph is also one of the reasons why so many Google searches now do not result in a click.
The Knowledge Panel simply displays too much information, which means that searchers may have everything they need delivered to them via the SERP.
By testing different keywords, you will gain a better picture of which ones perform best in terms of garnering clicks.
Then you can make sure you are getting the most out of your results on the Knowledge Panel.