SEO Knowledge Graphs: Optimize Your Marketing Strategy with AI
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You can use the InfraNodus keyword visualization tool to build knowledge graphs of your target market to discover the underserved niches and optimize your SEO strategy.
The key difference of this approach to other SEO tools is that InfraNodus uses advanced text network analysis techniques to identify the clusters of keywords and entities that form the main topics for your target market. Addressing these topics will help you build a coherent knowledge graph for Google as you will be linking all the important entities and topics together.
InfraNodus can then reveal the content gaps in your competition's web pages, so you can create the content that bridges these gap and target what's missing (you can also use our SEO browser extension to do this for any web page you visit). Not only will you stand out among your competition, you will also create the content with the higher informational gain, because it will cover the important topics but connect them in a new way.
You can also use InfraNodus to build a graph of the typical search queries used by your target audience to better understand the picture of the informational demand. You can then overlay this graph with the graph of existing search results to identify what people are searching for but don't yet find. This insight can help you create content with the highest informational gain for your market (as you address an urgent lack), increasing your chances of ranking higher in search results.
1. SEO Graphs: Visualizing Keyword Relations and Topical Clusters in Search Results
You can use InfraNodus to build a graph of the search results for a certain query. InfraNodus will take the Google search snippets from the first 4 pages (you can adjust that) or the content of the pages themselves and build a knowledge graph of the keywords and entities and their relations. It will represent every keyword / entity as a node and every co-occurrence as a relation. It then applies advanced text network analysis techniques to identify the clusters of keywords and entities that form the main topics.
The resulting graph shows the most important keywords and entities in your target market (shown bigger on the graph), grouped into clusters of related topics (situated closer to each other and marked with the same color — as is shown on the image above). You can read more about the technical brackground in our white paper InfraNodus: Generating Insight Using Network Analysis (Paranyushkin, 2019).
A knowledge graph lets you see not only individual keywords, but also their relations and how they fit into larger context. Based on this representation, you can identify:
- • the main topics you should cover to rank for this search query
- • the main keyword combinations you should use in your content
- • the content gaps that you can bridge to increase informational gain (see the image below)
You can then use the built-in AI to generate article outlines and topical summaries to use as a starting point for your content creation. As InfraNodus has its own GraphRAG under the hood, its AI summaries are much more powerful as they take all the relations into account and ensure that your AI-generated content covers all the most important topic. This signals to Google and LLMs that your content has higher quality as you're covering the whole of existing territory around the search query.
The content gap analysis helps you add something new, so that you rank even higher, because you're contributing something that did not exist before but based on the existing content (the gap between the existing topics).
2. Building Keyword Graphs of the Search Intent
Now that you have an overview of the current informational supply, you can build a graph of related search queries to better understand the search intent. In order to do that, you can use the Search Intent app in InfraNodus to import the search queries your audience uses together with the query you're optimizing for. It will build a graph that will show which combinations of keywords tend to appear in the same context and give you a very good overview of what else your audience is thinking about when they perform this search.
You can then use this graph to see which keyword combinations you should target in order to make sure that you speak the same language as your audience and to cater to their current needs. Specifically, you can identify:
- • the keyword combinations used by your audience to find your content
- • a better idea of the general search intent in relation to your topic of interest
3. Finding the Content Gap between Demand and Supply
Another powerful feature of InfraNodus is its ability to reveal what people are looking for but don't yet find. Think of the Google results for a certain search query as the supply. The keywords that people use when they perform a search on Google is the demand. We can then build two text network graphs: one for the search results, the other one for the keywords used in search queries.
When we put these two graphs together, we can choose to see the relations between the keywords that people search for (demand) that do not exist in the graph of the search results (supply). This enables us to find the structural gap: what people search for but do not yet find. We can also see the relations between those keywords, which gives us a better idea of the main topics we should address when we create a new text or market a new product.
Here is how you can do all this using the SEO text network topic modeling tool in InfraNodus:
Try It Yourself
You can try this approach yourself using InfraNodus for any search query you're interested in:
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