What are Google’s Knowledge Algorithms?
Simple Definition of the Knowledge Algorithms
Google’s Knowledge Algorithms are responsible for curating information for its Knowledge Graphs (its machine-readable encyclopaedias) and Knowledge Panels (the visible representation of those “encyclopaedias” in Google SERPs).
There are Three Knowledge Algorithms
The Knowledge Extraction Algorithm
The Knowledge Extraction Algorithm annotates the information Googlebot inserts into the web index. It loves structured data: Schema markup, HTML tables, headings and Semantic HTML5 for example. When structure isn’t in place, it attempts to create structured data from (mostly) unstructured online content.
The Knowledge Panel Algorithm
The Knowledge Panel Algorithm builds Knowledge Panels on Google SERPs. The Knowledge Panel Algorithm determines what information it can show that is a factual summary of the Entity. Its ultimate aim is to provide Google’s user with a simple, factual summary about the entity that saves the user the time of clicking on multiple links to research.
The Knowledge Vault Algorithm
The Knowledge Vault Algorithm adds information (hopefully facts) to the Main Knowledge Graph (aka the Knowledge Vault). The ultimate aim for Google is to “understand the world” by filling this Knowledge Vault with all the facts about everything. Our job is to feed this algorithm with corroborated facts about entities.
How Often Do Google’s Knowledge Algorithms Update?
Like the core algorithm, the Knowledge Algorithms that build Google’s understanding of the world and add content to Knowledge Panels are updated regularly both with algorithmic “tweaks” by Google engineers and by injection of corrective and supportive training data.
How Do Google’s Knowledge Algorithms Fit Into Brand SERP Optimisation and Knowledge Panel Management?
Google’s Knowledge Algorithms are key to Google’s understanding and its representation of that understanding in the SERPs.
They interpret the contents of web pages, build the contents of Knowledge Panels and determine the contents of the Knowledge Vault.
Since the contents of your Brand SERP is determined by Google’s understanding of you, your offers and your relationship with your audience, that makes Google’s Knowledge Algorithms absolutely fundamental to both the Left Rail and Right Rail of your Brand SERP.
All three major Knowledge Algorithms will hugely affect your Brand SERP, short, medium and long term.
- The Knowledge Extraction Algorithm is constantly analysing pages by or about you on first, second and third party websites to create structured data from unstructured online content. You can usefully consider this to be a daily update.
- The Knowledge Panel Algorithm is constantly cross-checking facts extracted by the Knowledge Extraction Algorithms to ensure the contents of your Knowledge Panel are correct and up to date. You can usefully consider this to be a weekly update.
- The Knowledge Vault Algorithm updates sporadically and in unpredictable ways since they are still closely and manually managed by Google engineers with a data lake approach. You can usefully consider this to be a monthly update.
As with the core algorithms, there are identifiable updates to each of these Knowledge Algorithms. But as with the core algorithms, individual cases change all the time due to the dynamic nature of the Knowledge Extraction, Knowledge Panel and Knowledge Vault Algorithms. As you can imagine, small changes to individual on Brand SERPs and Knowledge Panels happen every single day.
Updates in these Knowledge Algorithms affect many visible and invisible aspects. For example,
- The confidence score for the Entity in the Knowledge Vault,
- The contents of the Knowledge Panel for the entity
- Visibility of the Knowledge Panel for the entity
- Visibility of the Entity in Featured Snippets
- Visibility of the Entity in Knowledge Boxes
- Visibility of the entity in Related Searches
- Visibility of the entity in People Also Search For
- Visibility of the entity in Entity Boxes
- Visibility of the entity in SERP Carousels
- … any other SERP Feature or Rich Element that is Entity-driven (i.e. most of them 🙂
Obviously in all these cases the effect can be positive or negative.
Positive impact would be that your Brand SERP improves and your entity appears in SERPs that are not directly searched on your brand name. That gives you massive additional visibility to very topically relevant audiences across all Google’s search results and probably a visible presence on your competitors’ Brand SERPs.
Negative impact could mean a more negative Brand SERP, the loss of Knowledge Panel Attributes or, in the worst case, loss of the Knowledge Panel itself. From a Brand SERP perspective this is a disaster: you have lost a massive piece of SERP real estate, but also Google’s stamp of approval and credibility in the eyes of your audience.
How to Deal with Google’s Knowledge Algorithm Updates?
At Kalicube, we actively look forward to every single one of Google’s Knowledge Algorithm updates. We know that the Kalicube Process is completely aligned with the aims of the Knowledge Algorithms:
- Better factual understanding of the entity,
- Increased confidence in that understanding of the entity,
- A more helpful representation of the entity (brand) to the subset of Google’s users who are its audience.
Effectively feeding Google’s Knowledge Algorithms is the perfect “Insurance” not only for your Brand SERP, but also for your entire SEO strategy. The Kalicube Process is tried, tested and proven to effectively feed Google’s Knowledge Algorithms.