A knowledge graph is a powerful tool that illustrates relationships between entities using semantic search technology. The end goal is context alignment that boosts your brand's ability to better understand customer intent, proactively answer their questions, and make insightful data-informed decisions. A knowledge graph uses semantic analysis to draw meaning from data. In other words, it analyzes complex relationships by capturing and organizing data from multiple sources. In essence, a brand's knowledge graph highlights the entities they have and the relationship between them.
Being able to structure your data lets you meet customer intent more efficiently and when they need it. That's why we created the Yext Knowledge Graph — which is, functionally, a headless CMS — to allow your brand to connect data, model relationships between entities, and store data relevant to your business so that customers can experience a richer, more optimized brand experience. It's a single source of truth for the many online public facts about your brand. Whether it's information about a product offering, store location, job opening, or professional credentials, you'll be able to provide people with actionable answers to the questions they're already asking.
The preliminary results of the 2022 Knowledge Graph Industry Benchmarking Survey show that 59.1% of businesses surveyed use knowledge graph technology to support their data management. It's an essential way to structure and interrelate your brand's facts, which in turn helps you better answer complex customer questions. Not only are you able to combine disparate data silos, but you can more easily visualize flows in information. In the end, it gives you the information you need to improve and optimize the customer experience.
Brands use knowledge graphs for multiple purposes. For example, Samsung leverages Yext's Knowledge Graph for knowledge management and to directly answer customer questions rather than making them search for answers within documents and pages. Instead, their knowledge graph surfaces direct answers to questions like, "how often should I replace my refrigerator's water filter?" First Financial leverages the Knowledge Graph to better understand the natural language customers are using to search and show them exactly what clients are asking on their website.
Find more information about knowledge graphs in Yext's Knowledge Graph Overview, and make sure to explore other services like Reviews that give you critical feedback that helps you create exceptional brand experiences.