Rand Fishkin with Jason Barnard - The Knowledge Graph: Removing Wikipedia from the Equation

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 editors
  • it isn’t helpful to Wikipedia users
  • it truly is an all-or-nothing tactic
  • it fails if the article is never published, or is quickly deleted
  • it is an unstable ‘one trick pony’ strategy
  • it 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.

What you’ll learn

  • 00:30 Introducing Rand Fishkin
  • 01:30 Have the tech giants coloured the United States pandemic response with disinformation?
  • 02:40 Nationalism/Collectivism Vs. Individualism and how countries respond to COVID-19
  • 08:16 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 SERP
  • 13:33 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 model
  • 17:12 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 panel
  • 19:24 Google and their use of structured data
  • 21:44 Introducing the “Zebra Vs. Unicorn” business philosophy
  • 24:43 Who is Google’s competitor?
  • 25:50 Why you cannot build a competitor to Google
  • 28:50 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 layers
  • 32:55 How a company inherits traits from their CEO
  • 34:15 The difficulty in disconnecting with a former business
  • 36:50 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

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This episode was recorded live on video August 5th 2020

Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

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