After presenting a custom schema my team built to evaluate knowledge graphs for university programs, I saw firsthand how differently SEOs view the role of schema markup. Our approach used 23 existing Schema.org entities and more than 60 additional entities to assess gaps in entity coverage.
Schema connects entities (objects, people, concepts, and ideas) to build knowledge graphs that provide deeper semantic understanding. It can also serve as a framework for evaluating a site’s vector embeddings and identifying gaps in entity coverage.
Let’s look at how you can use schema and knowledge graphs to identify and prioritize those gaps.
How knowledge graphs turn entities into context
A knowledge graph stores entities as nodes and relationships as edges, so machines can understand context and meaning rather than matching keywords. It’s how a system knows that the Tulane Freeman School of Business is an organization that offers business courses taught by a person rather than a string of text.
Enterprise-level businesses use knowledge graphs to remove data silos. In the book “The Knowledge Graph Cookbook: Recipes That Work” by Andreas Blumauer and Helmut Nagy, knowledge graphs are used as the “ultimate linking engine” to create a semantic data fabric for business intelligence.
In this context, your website uses the same recipe that enterprise-level businesses use for internal data. Your website is essentially functioning as a public API through which your brand’s entities, such as organization, location, products, positioning, values, features, and key benefits, are connected to search engines and LLMs.
Dig deeper: When and how to use knowledge graphs and entities for SEO
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Treat schema as the on-ramp to the graph
Schema markup declares entities in a language that search engines and LLMs already speak. JSON-LD explicitly asserts both entities and the relationships between them rather than relying on bots to infer them from website copy.
For example, an executive Master of Business Administration (MBA) degree from New York University should present a coherent body of information rather than a loose collection of unrelated facts.
The organization is NYU, which offers a Brand and Digital Strategy course taught by professor and author Scott Galloway, a faculty member in the MBA program at the NYU Stern School of Business.
Stop padding FAQ schema and optimizing for rich results. Website pages are vehicles for nodes and edges that feed the graph. This approach provides critical context about your business, helping search engines and LLMs better connect your products and services with relevant audiences.
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