Knowledge graph refers to enhancements by Google on search results usually carried out by virtue of fetching third party information and having it displayed along with the search results in an extended format. The primary goals which must be met through a knowledge graph are enlisted below

  • Provide quick and satisfactory answers to questions from users
  • Shift the organic search results further towards the lower end of the page
  • Include and display links to properties owned by Google or other similar forms of advertisements