Learn how to connect the social profiles and markup organization information on Google’s Knowledge Graph.

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Optimizing Knowledge Graph for B2B Brands

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Google’s Knowledge Graph showcases for a user structured and detailed
information about a topic based on their search. The goal is that users would be able
to use this information to resolve their query without having to navigate to other sites
and assemble the information themselves.
Marketers who understand the sources from which Knowledge Graph information is
retrieved can highlight relevant information about their brand in ways best
understood by Google crawlers and algorithms.

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Components of a Brand’s Knowledge Graph:
1. Logo: derived from the logo markup using JSON-LD
2. Company Description: derived from the Wikipedia page of the brand (if there is
no Wikipedia page this won’t appear)
3. Profiles: derived from the social profile markup using JSON-LD
How to Make your Brand Eligible for Google’s Knowledge Graph
Markup the Site Using JSON-LD Syntax
Google recommends JSON-LD because, unlike schema markup, JSON-LD doesn’t
require the marketer/developer to interweave the structured data with the HTML
displayed content.
The following code shows how to highlight a company logo to Google, and how to
link the social profiles of the brand with the website:

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To check if the markup is correct, use Google Structured Data Tester.
The next time Google crawls the page, its indexing algorithms will process the
profiles from your markup, making them eligible for use in search results. It can take
up to a week to kick in.

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What you Need to Know About Organization Markup
1. Place the JSON-LD markup code on the Home page of your brand
2. Pages with markup should be allowed for search engines to index and follow
3. For sites that have a verification process, Google only shows verified profiles
4. Insert the SCRIPT block anywhere on the page — either the head or body of the
page