Live @ SMX West: Inside Google’s Game-Changing Knowledge Graph

February 21, 2013 by Chris Sherman


Google’s key, game-winning insight, the one that ultimately led to its dominance in web search, was that links were really votes, that some votes deserved more influence than others, and that you could actually map the relationship between these links/votes by creating something called a “link graph” which in turn allowed Google to “see” the web in a unique way that surfaced quality sites that other search engines couldn’t.

Google is now making an enormous investment in a new type of graph, and as a search marketer you absolutely need to understand what they’re doing, because it’s going to change the entire landscape in the future. At SMX West, our panelists will take you behind the scenes of this tectonic shift in Inside Google’s Game-Changing Knowledge Graph.

What is the knowledge graph, and why is it so important? In a nutshell, it’s Google’s attempt to organize the web by the broader concepts of meaning and relationships, rather than just by links or simple keywords. Put another way, it’s Google’s attempt to take search to the next level by understanding what you mean rather than what you type.

It’s important to marketers because if your content isn’t up to snuff, or Google can’t understand it in a deep way, your rankings and traffic will likely suffer. You’re going to have to add some new tactics to your SEO toolbox as the more traditional, older approaches to SEO become less relevant to Google’s algorithms. And if you’re doing paid search, you should know the knowledge graph will now displace or even eliminate ads from results for some types of queries.

The good news is that the knowledge graph is relatively new, and not many marketers seem to be paying attention, so you have a chance to get the inside scoop before your competitors come to terms with the new reality. If you want to stay on the cutting edge of search marketing techniques, you won’t want to miss Inside Google’s Game-Changing Knowledge Graph at SMX West, March 10-13 in San Jose California, the three-day conference devoted to all aspects of search, online and social media marketing. Check out the agenda for SMX West and register now!

Looking forward to seeing you in San Jose!