Auditing your Knowledge Graph

If you are not a nerdy SEO, please go away... this won't make any sense at all :)

Inlinks has built an Excel template which audits a website's Knowledge Graph. Why?

SEOs talk about doing SEO audits all the time. The best claim that using a templated approach to an audit is wrong. The VERY best should disagree. Without having a process to cover all your bases, you will most likely hit blind spots. Every SEO audit seems to involve diving into some rabbit hole of backlink structures or other weirdness.

But worse than all of this is that the tools SEOs use tend to focus on keywords, not the underlying entities. This has been more problematic, for more years, than SEOs care to admit. This is because we know that Google has been working on synonyms for 15+ years. This is Google's principal engineer for the core algorithm talking in 2019.

The truth is that Google does not really understand words. Instead it "translates" the text on a page into a series of entities and concepts, all stringed together. So if you want to be seen )(by Google) as "the best result" for something... that something is not so much a specific phrase as a specific thing or series of connected things.

This connection between things is key - but |I think is little understood by SEOs. Some talk about the idea of triples. "Elizabeth Windsor is the Queen of the United Kingdom" and suggest that this is two entities connected by a relationship. Surely not? It is simply three entities strung together. It does not matter what order they are in:

• "Elizabeth Windsor is the Queen of the United Kingdom" means the same as
• The Queen of England is Elizabeth Windsor which is the same as
• The United Kingdom has a Queen called Elizabeth Windsor.

On top of this, The word "Monarch" might have been interchanged with "Queen" and the meaning still would not materially change.

This is why auditing content around entities makes much more sense than keywords or key phrases.