What to Do When the Google Knowledge Graph Shows a Competitor

Jonathan Pellerin

  | Published on  

March 5, 2024

There’s nothing more frustrating than Googling your business name and seeing a competitor ranking. It’s even worse though when Google shows them in the “knowledge graph.”

If you’re seeing a competitor getting preferential treatment to Google, rest assured, we have some helpful tips that can put you on the right track to getting featured in the knowledge graph.

What is the Google Knowledge Graph?

Google uses the knowledge graph to quickly and accurately come up with answers to your search topics and even find connections between data. 

The topics that you search for are known to Google as “entities,” which could be places, people, animals, food, things, and everything that you can possibly think of. 

All of this information comes together in the knowledge panel which lives on the right side of your screen and sometimes the top. The knowledge panel is where Google provides you with quick and easily digestible bits of information to help guide your search more effectively and possibly even answer your questions.

How Does Google Determine Which Brand Appears in the Knowledge Graph?

When deciding what goes in the knowledge graph, Google tends to prefer more authoritative sources that are backlinked frequently and get a lot of traffic/engagement. 

For example, it’s no secret that Google loves anything that comes from Wikipedia as they are one of the most recognizable databases of information that gets constantly updated to reflect real-time data. 

Also, Google likes to see pages with a clear schema markup that can help Google better understand the content on the website. Put simply, schema markup is code that can be used to highlight certain parts of a website to signal to search engines what is important and what everything on the website means. A company that includes its contact info, location, reviews, and more in its schema markup will have a better chance of appearing in the knowledge graph. 

How Can I Optimize My Website to Increase My Chances of Appearing in the Knowledge Graph?

Although there’s no surefire method to getting on the knowledge graph, there are steps you can take to increase your odds of being featured. 

Three words, backlinks backlinks backlinks! 

Google tends to prefer websites with more authority and acclaim with lots of great backlinks. Though indirect, focusing on making your content more authoritative and trustworthy can help lead you to join the ranks among Google's knowledge graph and knowledge database.

One website that Google loves to feature in its knowledge panels is virtually anything from Wikipedia. Getting a backlink from Wikipedia or a similarly authoritative source is going to vastly increase your chances of being featured. You could try to create your own Wikipedia page for you or your business, which could help with your potential for appearing on the knowledge graph. 

Can I Remove My Competitor From the Knowledge Graph?

Though you can’t directly remove competitors from the knowledge graph, there are ways you can decrease their visibility on the knowledge graph. 

For example, if there’s any false information being spread by the competitor, you can report it under “suggested edits” to signal to Google that there’s something wrong. Depending on the issue, you could request removal from the knowledge panel by filling out a legal removal issue form. This avenue shouldn’t be used first as Google will only move forward with a removal if there is some form of infringement or other illegal activity surrounding the content. 

How Long Does it Take for Changes to Reflect in the Knowledge Graph After Optimization?

Typically, it doesn’t usually take long for Google to update the knowledge graph after you optimize. Usually, after you suggest an edit on your knowledge panel, Google should have an update for you within a few days.

Are There Any Tools or Services That Can Help Me Optimize for the Knowledge Graph?

One great way for business owners to optimize for the knowledge graph is by taking advantage of Google My Business. Google My Business is an invaluable tool as it can make it easier for users to learn more about your business by finding directions, phone numbers, and more. Though it won’t guarantee a spot on the knowledge graph, Google will see your business profile grant you more legitimacy, and even increase your visibility and traffic. 

Level up Your SEO Strategy With Our Complete SEO Strategy Guide

Mastering Google’s knowledge graph is just a piece of a strong and well-structured SEO strategy. Similar to getting featured on the knowledge graph, building legitimacy and backlinks are essential to any SEO strategy. Ultimately, having a strategic outlook on your content is key to increasing traffic, generating leads, and get your traffic to convert. 

Not sure where to start? Download our free SEO Strategy Guide for a complete walkthrough of our process to bring your SEO to the next level

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