The Knowledge Graph without Wikipedia (Rand Fishkin with Jason Barnard)
51 min
Rand Fishkin talks to Jason Barnard about removing Wikipedia from the equation when managing the Knowledge Graph. Many marketers rely on using Wikipedia to get into Google's Knowledge Graph. This approach has multiple issues it is not appreciated by Wikipedia editorsit isn't helpful to Wikipedia usersit truly is an all-or-nothing tacticit fails if the article is never published, or is quickly deletedit is an unstable 'one trick pony' strategyit hands control of 'facts' about your brand (or personal brand) to Wikipedians ... and then it isn't the only way to get into the Knowledge Graph. There are many, many other routes you can take that are more stable, more reliable and where you have control. Mostly, we discuss removing Wikipedia from the equation in our Knowledge Graph strategies... but we talk around the topic - taking control of information about you online, Brand SERPs, the future of Brand in digital marketing, the power of the tech giants... and rather a lot more ! 53 stunningly interesting minutes and an incredibly insightful conversation. Kalicube Tuesdays: The Knowledge Graph: Removing Wikipedia from the Equation. With Rand Fishkin. Recorded live Tuesday 4th August 2020 at 20:00 CET. Watch now >> In partnership with Wordlift and SEMrush What you’ll learn 00:30 Introducing Rand Fishkin01:30 Have the tech giants coloured the United States pandemic response with disinformation?02:40 Nationalism/Collectivism Vs. Individualism and how countries respond to COVID-1908:16 Does the field of digital marketing hold some blame for the spread of misinformation?09:36 Deleting an article on Wikipedia - the impact on Google's Knowledge Graph (example: Boowa & Kwala)10:30 A quick look at Rand Fishkin's Brand SERP13:33 Why Rand petitioned for the removal of a Wikipedia page (and why you might want to)16:39 Using WordLift to create an entity-based content model17:12 Why are certain episodes of this podcast in the Knowledge Graph and others not? 18:45 How a webpage got to become an entity in the Knowledge Graph and trigger a knowledge panel19:24 Google and their use of structured data21:44 Introducing the “Zebra Vs. Unicorn” business philosophy24:43 Who is Google's competitor?25:50 Why you cannot build a competitor to Google28:50 Are governments right to be afraid of big tech companies?29:39 When did Microsoft become the good guy?31:40 The importance of Bingbot's annotation layers32:55 How a company inherits traits from their CEO34:15 The difficulty in disconnecting with a former business36:50 What drove the creation of SparkToro?37:30 What does the “Zebra Vs. Unicorn” business philosophy entail?40:28 Why did Kalicube trend on SparkToro?41:40 What does ‘trending’ indicate?43:32 What does SparkToro offer?46:20 How does SparkToro work?50:10 Look beyond Facebook and Google for inbound marketing Special offers... 10% off the schema plugin for Wordpress. This is tool I have been using for the Entity Based Content Model I keep mentioning in the series. Absolutely stunning results in ranking, visibility, traffic and knowledge graph presence... and it is the easiest tool from adding markup on the market to use (even without schema markup skills).  Plus they have an awesome client support and really get into helping you get the most out of it. 100% recommended.  If you have been thinking about getting great schema markup on your site, and now want to take the plunge, get 10% discount on Wordlift here >>  (this offer includes a rather generous and confident 14 day, no questions asked money back guarantee) 2 weeks Guru account free. This way for 2 weeks free Guru with SEMrush - the best bang for your buck in the SEO tool space right now :)
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