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
Google Knowledge Panel for a Music Group: 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 music group. At Kalicube, we have triggered thousands of Knowledge...
Google Knowledge Panel for a Musician: 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 musician. At Kalicube, we have triggered thousands of Knowledge Panels...
Google Knowledge Panel for an Actor: 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 actor. At Kalicube, we have triggered thousands of Knowledge Panels...
Google Knowledge Panel for a Visual Artist: 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 visual artist. At Kalicube, we have triggered thousands of Knowledge...
EDGEFlash: November Google Core & Knowledge Graph Updates
463 | EDGEFlash: November Google Core & Knowledge Graph Updates Jason Barnard and Lily Ray join Erin Sparks on an EDGEFlash - a breaking digital marketing news episode. When it happens, we will...
The Knowledge Panel Course: Getting Your Entity Into Google’s Knowledge Vault
Getting Your Entity Into Google’s Knowledge Vault Jason Barnard speaking: Hi. As you have seen in previous lessons, Google has multiple Knowledge Graph Verticals including Google Books, Google Maps, and the...
The Knowledge Panel Course: How a Knowledge Panel Is Built
How a Knowledge Panel Is Built Jason Barnard speaking: Hi and welcome. One thing that is often overlooked is how Google actually builds a Knowledge Panel. As we have seen, a...
The Knowledge Panel Course: How Google’s Knowledge Graph Works
Jason Barnard speaking: Hi there. In this lesson, I’ll explain how a Knowledge Graph works. Understanding this is hugely helpful when adding information to a Knowledge Graph from the outside, which...
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