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Here Comes the Knowledge Graph; Lookout AdWords Customers!

Posted on 6.01.2014

The importance of Google in today’s world cannot be overstated.

Companies have no choice but to appease the tech giant’s demands and knuckle under when it comes to following their rules. While on the other hand, Google can pretty much do whatever they want.

When Google initially rolled out popups containing Knowledge Graph information, only organic search results had the feature. However, now the feature is being tested on paid search ads.

For those who are unfamiliar with Google’s Knowledge Graph, or who have not read Website Magazine’s previous coverage of it, an example of this feature can be seen when searching for Bill Gates on Google. The grey box that pops up on the right hand side of the screen comes from the Knowledge Graph. The section typically includes related terms and people, important dates as well as suggestions for other searches.


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The feature that is being tested is a grey link that is next to the green URL which displays the name of the site owner. Once clicked on, a small pop up emerges with information about the site owner.

While it may not sound like there is anything wrong with this feature, the problem arises from a link at the bottom of the pop up. Commonly, the link at the bottom of the pop-up description takes the user to Wikipedia, not the company’s website thus potentially creating less click-through’s for the company.

This may not be much of a concern for companies who do not use AdWords seeing as how it does not cost anything to be indexed (found and logged) by Google, however it is a concern for companies that are paying to use Google AdWords to create a greater presence on the web. While Ariana Wolf, a search strategist at 90octane, was able to provide examples of the Knowledge Graph extension appearing on real estate ads to Search Engine Land, I have not been able to duplicate her the results. 

Whether or not this feature will change remains to be seen. For the meantime, companies who use AdWords should, at the very least, take notice.

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