Weekly Wisdom with Jason Barnard: Knowledge Graph for Brands

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For full transcript https://www.semrush.com/blog/weekly-wisdom-jason-barnard-knowledge-graph-for-brands/

Now, that was really easy for you to understand because that is how the human brain functions, and here is a really fun demonstration. I met a guy called Chester. He was giving me a trick about how to remember 15 random words in three minutes. The random words were: monkey, iron, rope, kite, house, paper, shoe, worm, envelope, pencil, river, rock, tree, cheese, dollar bill.

Now you will notice I could remember that, but I had to think about it. The reason I can remember all of these words is because he made a story. He said, “it is a fun story,” and that was what he was concentrating on. What I realized is it isn’t 15 random words; it is 15 random entities, and what he did was join them together with relationships. Here’s the trick:

The monkey is holding the iron. The iron is attached by a rope to the kite. The kite crashes into the house. The house is covered in paper. A shoe walks on that paper. There’s a worm in the shoe. The worm jumps out into the envelope. A pencil writes on the envelope, the pencil leaps into the river that splashes onto the rock. The rock leaps out to the river, hits the tree, the cheese falls down. It is a cheese tree. The cheese breaks open, and a dollar bill falls out.

What he has done is taken 15 entities and made relationships between them that makes it incredibly easy for the human brain to remember.

In that example, we had lots of nouns and verbs, and nouns and verbs are entities and relationships. Subject – verb – object = equals – entity relationship -entity.

And the latest Google update, that is all about Bert, B-E-R-T, has made this much easier for Google to see subject-verb-object and extract from those entity-relationship-entity. If you want to know more about Bert, look up what Dawn Anderson is saying. She is the go-to person for Bert.

We have the knowledge graph, which is an encyclopedia that expresses entities and relationships that Google uses to understand the world, and Google uses also uses it as its underlying foundation to its ranking system. Sooner or later, if your SEO strategy is to succeed, you have to get your brand in there. Here, I will look at how to make it sooner rather than later and get the jump on your competition.

Now, how do we add information to the knowledge graph?

Chester was asked the question, “Isn’t it the case that if I remember all of this useless information about the monkey and the iron and the house and the river and the cheese tree, that I will forget something more important?” And he said, “No, the important thing about memory is it expands, and it expands. The more entities we have in our mind, the more possibility there is that a new entity can be attached to a relationship with another entity that’s already in there, and that makes it much, much, much easier for us to remember and to understand.”

Weekly Wisdom with Jason Barnard: Knowledge Graph for Brands. Image 3

So, taking this a step further, when you learn about a new entity, if you have no existing entities that have relationships to it, it makes little or no sense. And it is the same thing for Google.

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