As one of the fastest moving forces in the modern age, Google has proven itself as the one to watch in its relentless development from a search engine to a global household name. In its development, constant changes and alterations have been made alongside continuous algorithm updates that have kept the world of SEO on its toes.

Search engine optimisation has been described as the art of keeping up with the constant changes that Google implements, and as optimisers attempt to keep up with the lightning speeds that Google work to, the biggest changes make the biggest impact on an SEO company. Recent algorithm implementation ‘Penguin’ was controversial in the way it temporarily altered page ranks.

Whereas many of the changes that Google makes are only ever seen by the likes of computer experts, the newest Google implementation, the ‘knowledge graph’ is a new added feature for the user that aims to directly improve the user experience. It is for this reason that some online blogs are claiming that the feature is the most important change for Google since the introduction of the ‘Universal Search’ in 2007.

The fact that the change is this time aimed at the user instead of a common algorithm change may suggest that the world of SEO will not be as effected, but on closer inspection, the knowledge graph may just leave a print on the world of search engine optimisation.

The knowledge graph has already been introduced to English speaking users in the USA. It’s a user facing sidebar that aids “the basic human need to learn and broaden your horizons”, according to the original Google blog post. In a style likened to some Wikipedia applications, the knowledge graph aims to enhance a typical search by offering a side bar of extra information.

So far, a much used example when discussing the benefits of the feature is the search phrase ‘Taj Mahal’. With the graph put into action, a user can find information about both the Indian Mausoleum and the American Blues musician, regardless of their popularity. This means the blues musician’s results are optimised, after no longer being hidden pages away from the popular building.

In another example, this time of Marie Curie, the knowledge graph uses ‘search behaviour patterns’ to provide a small paragraph it thinks will be helpful for user based on how often it is read. This may have a direct result on on-page SEO elements like title tags and even meta descriptions.

An online mention of the graph predicted that “there is going to be an even greater emphasis on links from trusted websites and of course; this comes down more and more to great content”, suggesting that that latest Google change will in fact have a direct impact on SEO.