Increase your CTR Right Now with Google Knowledge Graph

Google just recently released instructions on how to easily customize your knowledge graph listings both for personal search results and branding results. What is the knowledge graph? Basically it is the information that shows on the right hand side when you search in Google. This comes as a result of the updates to the new structured data testing tool. It only takes a few minutes to setup and it can dramatically increase your CTR! Any time Google lets you take up more screen space in SERPs for free it really is a no brainer. This is great for brands and for bloggers.

I bet you your competition isn’t doing this yet. Do yourself a favor and do this first thing! Ride it while you can.

There are three important pieces of information you will want to add. Click on one of the tutorials below to jump to that section.

I am going to be using Google Tag Manager to update this information. If you haven’t yet started using Google Tag Manager then I suggest you first check out my tutorial The Complete Google Tag Manager Tutorial (8 Scripts in 1) as it will simply your life. If you aren’t using Google Tag Manager simply add the tag(s) to the header/body of your site.

Update your Logo in Google Knowledge Graph

Skip to the end if you want to see an example statement of all three combined.

Step 1

In Google Tag Manager click into your site’s container and we are going to create a new tag.

new tag

Step 2

Click on “Custom HTML Tag.”

custom HTML tag

Step 3

Select “All Pages” and click on “Continue.”

all pages

Step 4

I am going to name the Tag “SERPs Logo” and then input the following code:

<script type="application/ld+json">
  {
    "@context": "http://schema.org",
    "@type": "Organization",
    "url": "http://www.example.com",
    "logo": "http://www.example.com/images/logo.png"
  }
  </script>

You will want to replace the URL and the Logo path with your information. See additional syntax here: https://developers.google.com/webmasters/structured-data/customize/logos

Then click on “Create Tag.”

serps logo

Step 5

Then in the top right hand side you will want to click on “Publish.” This will publish your container.

publish container

Step 6

Now we need to go over to the Structured Data Tool and test your site. Make sure to clear the cache on your website first. Click on “Fetch URL” and input your domain. Then click on “Fetch & Validate.”

fetch and validate

Step 7

Then on the right hand side if everything worked you should see an “All Good” in green. And you can expand it to verify it is pulling the items you just added.

data organization

Update your Phone Number in Google Knowledge Graph

Skip to the end if you want to see an example statement of all three combined.

Step 1

In Google Tag Manager click into your site’s container and we are going to create a new tag.

new tag

Step 2

Click on “Custom HTML Tag.”

custom HTML tag

Step 3

Select “All Pages” and click on “Continue.”

all pages

Step 4

I am going to name the Tag “SERPs Phone” and then input the following code:

<script type="application/ld+json">
{ "@context" : "http://schema.org",
  "@type" : "Organization",
  "url" : "http://www.your-company-site.com",
  "contactPoint" : [
    { "@type" : "ContactPoint",
      "telephone" : "+1-401-555-1212",
      "contactType" : "customer service"
    } ] }
</script>

You will want to replace the URL, Telephone, and ContactType with your information. Note: you have to have the country code. So for US you have to have the +1 otherwise you will get an error when testing. See additional syntax here: https://developers.google.com/webmasters/structured-data/customize/contact-points

Then click on “Create Tag.”

serps phone

Step 5

Then in the top right hand side you will want to click on “Publish.” This will publish your container.

publish container

Step 6

Now we need to go over to the Structured Data Tool and test your site. Make sure to clear the cache on your website first. Click on “Fetch URL” and input your domain. Then click on “Fetch & Validate.”

fetch and validate

Step 7

Then on the right hand side if everything worked you should see an “All Good” in green. And you can expand it to verify it is pulling the items you just added.

contact organization

Update your Social Media Profiles in Google Knowledge Graph

Skip to the end if you want to see an example statement of all three combined.

Step 1

In Google Tag Manager click into your site’s container and we are going to create a new tag.

new tag

Step 2

Click on “Custom HTML Tag.”

custom HTML tag

Step 3

Select “All Pages” and click on “Continue.”

all pages

Step 4

I am going to name the Tag “SERPs Social” and then input the following code:

<script type="application/ld+json">
{ "@context" : "http://schema.org",
  "@type" : "Organization",
  "name" : "Your Organization Name",
  "url" : "http://www.your-site.com",
  "sameAs" : [ "http://www.facebook.com/your-profile",
    "http://www.twitter.com/yourProfile",
    "http://plus.google.com/your_profile"]
}
</script>

You will want to replace Name, URL, and Social URLs with your information. See additional syntax here: https://developers.google.com/webmasters/structured-data/customize/social-profiles (such as personal profiles instead of brand)

Then click on “Create Tag.”

serps social

Step 5

Then in the top right hand side you will want to click on “Publish.” This will publish your container.

publish container

Step 6

Now we need to go over to the Structured Data Tool and test your site. Make sure to clear the cache on your website first. Click on “Fetch URL” and input your domain. Then click on “Fetch & Validate.”

fetch and validate

Step 7

Then on the right hand side if everything worked you should see an “All Good” in green. And you can expand it to verify it is pulling the items you just added.

social organization

Updating All Three with One Statement

Step 1

In Google Tag Manager click into your site’s container and we are going to create a new tag.

new tag

Step 2

Click on “Custom HTML Tag.”

custom HTML tag

Step 3

Select “All Pages” and click on “Continue.”

all pages

Step 4

I am going to name the Tag “SERPs Graph” and then input the following code (all of them combined into one statement):

<script type="application/ld+json">
{ "@context" : "http://schema.org",
 "@type" : "Organization",
 "name" : "OKay Marketing",
 "url" : "https://brianjackson.io",
 "logo": "http://www.example.com/images/logo.png",
 "contactPoint" : [
 { "@type" : "ContactPoint",
 "telephone" : "+1-602-832-5728",
 "contactType" : "Sales"
 } ],
 "sameAs" : [ "http://www.facebook.com/okaymarketing",
 "http://www.twitter.com/okay_marketing",
 "https://plus.google.com/+Okaymarketing"]
}
</script>

You will want to replace the information with yours.

Then click on “Create Tag.”

serps graph

Step 5

Then in the top right hand side you will want to click on “Publish.” This will publish your container.

publish container

Step 6

Now we need to go over to the Structured Data Tool and test your site. Make sure to clear the cache on your website first. Click on “Fetch URL” and input your domain. Then click on “Fetch & Validate.”

fetch and validate

Step 7

Then on the right hand side if everything worked you should see an “All Good” in green. And you can expand it to verify it is pulling the items you just added.

data tool organization combined

And that is it! You have now added everything and over the next couple days to a week you should start seeing your information start showing up in SERPs like in the image below.

google knowledge graph

As always feel free to leave your comments below.

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14 thoughts on “Increase your CTR Right Now with Google Knowledge Graph”

  1. Hi Brian, your tutorial is fantastic, I implemented the Google structured data following carefully all the steps, and I am waiting for results, Do you think a hight level traffic is required to get the social media profiles to show?. All my profiles are verified an have a matching name with my brand, I have some traffic on my site, around 30,000 unique visitors, but I wonder if this play a factor at all and / or this might be to low? what do you think?

    • Thanks Fernando I’m glad this tutorial was helpful. I think traffic, domain authority, etc… all have a factor in whether or not they will show up. I have some smaller clients with only around 10,000 visitors a month that now have them showing up. It did take a while, some took a month or so. At 30,000 visitors, and as long as you have decent domain authority and unique “branding” then you should be good to go! Good luck.

  2. Hey Brian,
    I have added all Structured data in a one tag. I checked with testing tool and it shows “All Good” too. It’s been two weeks and profiles are not showing yet. Any idea?

    • Depending on popularity of your site I have seen smaller ones take up to a month+ before it starts showing up. Unfortunately it is up to Google whether it shows or not. But you are already ahead of most people :) It will most likely show within the next couple weeks.

  3. Hi Brian
    Really helpful post especially the step by step guide.
    I am trying to implement the code for a site where the logo doesn’t appear on the home page.
    Does the url for the logo have to point to something on the home page or can it link to any location – possibly not even on your own site?

  4. Hi Brian,

    You added many html tags before combining all to one, should be keep those all those tags also or we should keep just one we combined ?

  5. Hi,

    I have done each and everything done to get the social profile icons in the search result right side, but still it is not showing. I had tested the Microdata Format Schema Markup using the Testing tools. Now it is 2 Months I am waiting to get the result but not getting the output.

    • Hey Mritunjay,
      Yes, even with all the correct tags, unfortunately it is up to Google to determine whether or not they should show up.

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