Get A Holistic View Of Entities Across Your Content
Traditionally, content marketing teams would manually audit or use a spreadsheet or relational database (tables, rows, and columns) to manage their content. The issue with a relational database is its lack of semantic meaning.
For example, a table could capture the title, URL, author, meta description, word count, and topic of an article. However, it cannot capture entities mentioned in a plain-text article.
If you want to know which pages on your website currently mention an old product you no longer provide, identifying these pages is hard and very manual.
Content knowledge graphs, on the other hand, provide a multi-dimensional categorization system for your content.
When built using the Schema.org vocabulary, the detailed types and properties enable you to capture the connections between different content pieces based on entities and taxonomy.
For example, a blog post on your website would likely show up on your content knowledge graph as a BlogPosting with properties like author, publisher, mentions, datePublished, dateModified, audience, citations, and more.
These properties connect your blog article (an entity) to other entities you’ve defined on your site. The author of a specific article is a Person who you might have defined on an Author page.
Your article might mention a product or service that you’ve defined on other pages on your site.
Example of a content knowledge graph that shows how a blog post is connected to other entities through the Schema.org properties (Image from author, November 2024)
For marketing teams that have to manage large volumes of content, structuring your content into a content knowledge graph can give you a more holistic view of your content and entities.
You can easily perform a content audit to find out what exists on your website without manually auditing the site or updating a spreadsheet.
This, in return, enables you to perform content analysis with ease and get deeper insights into your content.
Get Deeper Insight Into Your Content
With a holistic view provided by your content knowledge graph, you can easily audit your content and entities to identify gaps and opportunities to improve your content strategy.
Example 1: You want to strengthen your E-E-A-T for specific authors on your site. Your content knowledge graph will showcase:
All the content this author has created, edited, or contributed to.
How the author is related to your organization and other acclaimed entities.
The author’s role, job title, awards, credentials, and certifications.
This unified view can provide your team with a broad overview of this author and identify content opportunities to improve the author’s topical authority on your site.
Example 2: Your organization wants to remove all mentions of COVID-19 protocols from your website.
You can query your content knowledge graph to identify past content that mentions the topic “COVID-19” and assess the relevance and necessity of each mention before removing it from your content.
This targeted approach can enable your team to refine their content without investing too much time in manual reviews.
Since content knowledge graphs built using Schema.org are expressed as RDF triples, you can use the query language SPARQL to find out which pages a specific entity is mentioned in or how much content you have on a specific entity or topic.
This will help your team answer strategic questions such as:
Which entities are unrepresented in your website content?
Where can additional content be created to improve entity coverage?
What existing content should be improved?
Beyond its SEO and AI benefits, content knowledge graphs have the potential to help content marketing teams perform content analysis with greater efficiency and accuracy.
It’s Time To Start Investing In Content Knowledge Graphs
Today, content knowledge graphs represent a shift from thinking of creating content as a content manager’s job to the opportunity for SEO professionals to create an interconnected content data source that answers questions and identifies opportunities for the content team.
It is a crucial technology for organizations looking to differentiate themselves in an increasingly complex digital landscape.
Investing in content knowledge graphs now positions your organization at the forefront of SEO and content optimization, giving you the tools to navigate tomorrow’s challenges.
And it all starts with implementing semantic schema markup on your site.
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