As an Internet marketer, you must have heard about the Knowledge Graph, Google's famous things-not-strings endeavor. It is thanks to the Knowledge Graph that one sometimes gets straightforward immediate answers to their questions.
While Google mostly collects data for the Knowledge Graph on its own, there are ways to (A) make sure the search engine doesn't miss out on any information about your brand and (B) ensure it actually appears as a Knowledge Graph result when someone searches for your brand online.
Here are some steps any brand could take to maximize its odds of getting featured on Google's Knowledge Graph.
On the web, e-commerce sites that implement structured data markup (rich snippets) the smartest way often beat those that don't.
For example, if you search for "Coldwater Creek cardigan" on Google (I just happen to like this brand), although the brand's official site ranks top for the query, the result that really catches the eye in the top 10 is this page from ShopStyle:
As you can see, the listing tells you the number of items, their names and prices right in search results. That's why structural markup is so important for e-commerce sites – in present-day SERPs, it's often the deciding factor that separates a click-through from a hit-next.
How e-commerce sites use structured data
What kind of rich snippet formats could an e-commerce site benefit from?
Let's consider some popular options.