Depiction of entities connected in the Google Knowledge GraphIn a recent post on the Moz.com blog, Dr. Peter J. Myers wrote about an apparent change that took place on the morning of July 19th that appears to be related to how Google processes Knowledge Graph entities. “My gut feeling is that Google has bumped up the volume on the Knowledge Graph, letting KG entries appear more frequently,” Myers posted.

The morning of July 19th was specifically identified because, Myers explained, “Overnight, the number of queries we track in the MozCast 10K beta system that show some kind of Knowledge Graph jumped from 17.8% to 26.7%, an increase of over 50%. This was not a test or a one-day fluke — here’s a graph for all of July 2013 (as of August 20th, the number has remained stable near 27%).

There are some fascinating observations, statistics, and analysis offered by Myers in the post, many of which revolve around how Knowledge Graph is connecting to specific brands. For example, he shows how Google treats “discount tire” as a brand query.

Screen shot showing how a Knowledge Graph query for "discount tire" is associated with a brand.

Out of a sample of twenty queries, Myers argues (pretty convincingly) that nineteen clearly result in brand associations, showing “…the impact of localization and the complexity of how KG entries are being triggered.”

Read the full post here.