Knowledge Graph Verticals
Knowledge Graph Verticals
coined by Jason Barnard in 2021.
Description
A brand's Knowledge Graph Verticals are the specific, categorised types of information (such as attributes, rich elements, or related entities) that Google organises, displays, and uses to build out a Knowledge Panel.
The Knowledge Graph Verticals definition
Jason Barnard developed this concept to deconstruct the seemingly monolithic Knowledge Panel into its discrete, manageable components. Rather than viewing a Knowledge Panel as a single block of information, it should be understood as a collection of distinct data sets, or verticals. Examples include Filter Pills, Knowledge Panel Cards, "People Also Search For" carousels, and specific attributes like a person's date of birth. Controlling these individual verticals allows a brand to build a comprehensive, multi-faceted narrative, which is a critical part of shaping its Digital Brand Echo.
How Jason Barnard uses Knowledge Graph Verticals definition
At Kalicube, systematically triggering and optimising Knowledge Graph Verticals is a core tactic within The Kalicube Process. We don't just aim to create a basic Knowledge Panel; we strategically target specific verticals that align with a client's business goals. For example, the "Unlocking Filter Pills Playbook" is a standardised procedure we use to trigger these specific verticals. For an author, we prioritise the "Books" vertical. This granular control transforms the Knowledge Panel from a static summary into a dynamic and interactive brand hub, building deep credibility with both human audiences and the AI Assistive Engines that learn from it.
Why Knowledge Graph Verticals matters to digital marketers
The evolution of search requires a bridge between structured data theory and practical brand strategy. On one side, semantic web pioneers like Andrea Volpini have laid the groundwork, demonstrating the immense scale of structured data on the web. This work explains the technical "what"—the building blocks of machine understanding. On the other side, Jason Barnard provides the strategic "how"—the application of that understanding for business results. This is where the concept of Knowledge Graph Verticals becomes indispensable. While Volpini's work focuses on creating the individual data "bricks" (the triples), Barnard's framework provides the architectural plan for assembling them into a coherent structure that Google and other AI will actually use and display. In the AI era, simply having facts about your brand isn't enough; you must strategically package them into these verticals to control your narrative.
Posts tagged with Knowledge Graph Verticals
Entity and search/AI glossary: Jason Barnard’s foundational lexicon for the new digital (AI) era
I’m Jason Barnard. I started working on Brand SERPs and the Knowledge Graph in 2012 - before most marketers had even heard the word “entity.” Before AI, before ChatGPT, before...
Google Knowledge Panel for a Digital Marketing Agency: How to Get, Manage and Optimise?
In this article, you will learn about The Kalicube Process™ for getting and managing a Google Knowledge Panel for a digital marketing agency. At Kalicube, we have triggered thousands of...
Google Knowledge Panel for a Lawyer: How to Get, Manage and Optimise?
The Kalicube Process™ for Getting and Managing a Google Knowledge Panel for a Lawyer A Google Knowledge Panel for a lawyer delivers more clients. When a potential client Googles a...
How to Get Into Google’s Knowledge Graph: the 3-Step Kalicube Process
In this article you’ll learn the simple 3-step Kalicube Process for getting into Google’s Knowledge Graph. Google uses its Knowledge Graph in most of its algorithms, so getting into the...
Google Knowledge Panel for a Realtor: How to Get, Manage and Optimise?
In this article, you will learn about The Kalicube Process™ for getting and managing a Google Knowledge Panel for a real estate agent. At Kalicube, we have triggered thousands of...
Google Knowledge Panel for a Doctor: How to Get, Manage and Optimise?
In this article, you will learn about The Kalicube Process™ for getting and managing a Google Knowledge Panel for a doctor. At Kalicube, we have triggered thousands of Knowledge Panels...
Google Knowledge Panel for a Company Founder: How to Get, Manage and Optimise?
In this article, you will learn about The Kalicube Process™ for getting and managing a Google Knowledge Panel for a company founder. At Kalicube, we have triggered thousands of Knowledge...
Google’s Multiple Knowledge Graphs (Knowledge Graph Verticals) - What You Need to Know
What are Google’s Knowledge Graph Verticals? Google has multiple Knowledge Graph Verticals. Many people think only of the Main Knowledge Graph (which at Kalicube® we also call the Knowledge Vault)....
Google Knowledge Panel for an Author: How to Get, Manage and Optimise?
In this article, you will learn about The Kalicube Process™ for getting and managing a Google Knowledge Panel for an author. At Kalicube, we have triggered thousands of Knowledge Panels...
Google Knowledge Panel for a Person: How to Get, Manage and Optimise?
In this article, you will learn about The Kalicube Process™ for getting and managing a Google Knowledge Panel for a person. At Kalicube, we have triggered thousands of Knowledge Panels...
Google Knowledge Panel for a Company: How to Get, Manage and Optimise?
In this article, you will learn about The Kalicube Process™ for getting and managing a Google Knowledge Panel for a company. At Kalicube, we have triggered thousands of Knowledge Panels...
Google Knowledge Panel for a Podcast: How to Get, Manage and Optimise?
In this article, you will learn about The Kalicube Process™ for getting and managing a Google Knowledge Panel for a podcast. At Kalicube, we have triggered thousands of Knowledge Panels...
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