Acquiring Traffic

Google Knowledge Graph Is Actually Reaching Franchises

Eli Robinson
Tuesday, March 29 2016

I’m really excited about today’s topic because I’m 100% sure that everyone who reads this article is going to learn something from it. And that’s exactly what we’re out to do here at the Lead Generation Resource Center. And even more fun today is that we’re going to talk about something that you’ve all seen before but didn’t know was actually a “thing.”

Google Knowledge Graph. Let’s start with this introduction from Google itself:

(The first thing you’ll probably notice is that Google has a more…academic way of describing things then what you’re used to here at FranchiseHelp.)

What is the knowledge graph is layman’s term?When you do a Google search that’s fairly popular, you’re now completely used to seeing it. You just didn't know what it was.

Here's an example. Prior to Knowledge Graph, all search results looked something like this:

Standard Google SERP

But if you were to search for Leonardo Da Vinci, you’d see something additional in the results like this:

Google SERP with Knowledge Graphs

Essentially Google is trying to jump start your search by very clearly providing the answers to the most commonly asked questions about Da Vinci like when he lived, his most famous works, his family, and a brief description of his life.

As Google accumulates information from billions and billions of searches, they can start to deliver a results experience that keeps getting better and better! So whether you’re searching about a famous person, place, thing, event, or whatever, it’s getting more and more likely that you’re met with Google Knowledge results at the top or on the side of the results page.

Well….all this is well and good. But why are we writing about in in the LGRC? The answer? Well, Knowledge is starting to work toward franchise lead generation!

That’s right. Now, when you do a popular franchise search like “Dickey’s BBQ franchise cost,” you see something like this:

Franchise Knowledge Graph Example

Yep. Google has begun to highlight results for people looking to open franchises. (Now technically Google is calling this a “featured snippet” rather than Knowledge Graph but for simplicity sake they’re the same thing.)

Go ahead. Give it a try. Search for your franchise’s cost. Your competitor’s franchise cost.

What should you do if you don’t see a different search result for your franchise?

For now unfortunately the answer is nothing. From Google:

How can I mark my page as a featured snippet?
You can't. Google programmatically determines that a page contains a likely answer to the user's question, and displays the result as a featured snippet.

If anyone says that they can get you featured, then you should check out our article about "specializing in SEO."

Until then, keep an eye out as Google starts to affect how people are searching for information about opening franchises. It’s the future.

For more information about how FranchiseHelp generates leads for franchises, click here.