Knowledge Graph is Google’s effort to show accurate results as quickly as possible. This graph of data usually appears in the right sidebar. Knowledge Graph is usually returned in a search query only when it is regarding fixed sets of data or information, not dynamic or variable search questions. For example, we talked about how Google started displaying nutritional data in Knowledge Graph results about certain foods. It looks like they are expanding Knowledge Graph data into the dropdown menu on results as well. Below is an example of how Knowledge Graph information is shown about MOZ, an SEO software company.

Google Knowledge Graph

You can see that information is provided about the company directly on the results page. This could be good for retailers, so consumers can find out more immediate information about products. However, it could also be bad for websites that provide data (for example, education websites), as potential customers could just find what they’re looking for on the search results page instead of getting funneled into your website.