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Semantic search has really changed the way that search engines display, categorize, and store information.  As a result, internet users are being presented with the highest-quality and most relevant results in the relatively short history of search engine results. Google has been the leader in the trend of semantic search.  One of the ways that Google has “simplified” search results while delivering the most relevant information is through the use of the Knowledge Graph.

Related:
What Is The Knowledge Graph?
How Do I Get Into The Knowledge Graph?

What Is The Knowledge Graph?
According to Google, the Knowledge Graph is a “massive graph of real-world things and their connections to bring more meaningful results.”  The Knowledge Graph allows users to learn about people, places, or events all without having to leave the first search engine result (SERP) page.  You don’t need to click through seemingly hundreds of links to find vital information about something; it’s all on page one of the search results, on the right-hand side of the page:

Knowledge Graph - Connect To The Knowledge Graph

Using this particular example, you can learn a lot about Elvis without ever leaving the page.  You can clearly see not only a lot of important data like personal information, but popular songs as well and even some suggested topics and searches in the form of the “People also searched for” section at the bottom.
The Knowledge Graph is a great way for users to answer questions they never thought to ask while learning a lot more than they anticipated. Becoming a “member” of the Knowledge Graph community establishes your site as a true authority and a trusted source for information on a particular subject.
So how can you work your way into the Knowledge Graph community?  The good news is that anyone can become a “member” of the community provided they follow a few simple steps.  What are they, you ask? Read on to find out.

Getting Graphed
Google invites everyone to become a presence in the Knowledge Graph community.  Businesses are welcomed to become a presence as well.
First of all, for your business (website) to become a member of the Knowledge Graph, you’ll need to create a Google account.  Then, you’ll need to create a Google+ page. By creating a Google+ page, Google can authenticate your website.  Doing this basically puts a name and face to your website’s content and is also important in maintaining your site’s integrity on Google.  Google can then authorize you and your site as an authority on a specific topic.
The next step involves the important process of setting up reciprocating links to and from your Google+ page and your website:
1. Sign into your Google+ account/page.
2. Click Profile on the left.
3. On the “About” tab, click the “Link Website” button next to your website URL.
4. Follow the steps:
** Copy and paste the code snippet provided to the tag of your website and click the “Test Website” button.
** Google will check to make sure you’ve added the snippet to your website correctly.
** Click “Done” when the check is complete.

Authorship
Since it’s all about trust with Google, “authorship” is simply another way that the search engine can verify your website. Proving authorship is an important step and there are a couple of different ways to achieve this. One is definitely better for businesses, however.
To cover all bases (by Google’s standards, anyway), you should definitely consider using the rel=”publisher” authorship markup for your website. Previously, Google relied heavily on the markup rel=”author” which tied personal Google+ profiles to individual articles. Now, thanks to rel=”publisher”, Google+ business pages are connected to business websites. This almost certainly provides better branding for search queries and makes it easier for users to find your business. Adding this step can also improve site rankings in the SERPs.

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