How to get Social Profiles on the Knowledge Graph

As you know I’m a big fan of talking about semantic search so hearing the news that Google have recently opened up the Knowledge Graph to include social profiles for brands meant that I had to investigate. In this post we look at how we can use JSON-LD markup to add your social profile information to the Google Knowledge panel for branded searches.

What social profiles can be marked up?

There are a whole host of social media platforms out there but which ones can you add to the Knowledge Graph? Well; using structured data specify social profiles from:

  • Facebook
  • Twitter
  • Google+
  • Instagram
  • Youtube
  • LinkedIn
  • Myspace

Although you can’t get other social profiles to currently show within Google search results, it’s still a pretty good idea to include other accounts where you can.

What structured markup do I need to add to my business’s website?

The vocabulary and JSON-LD markup format are an open standard for embedding structured data in web pages. If you’re not familiar with it Aaron Bradley over on SEOSkeptic wrote a fantastic post on JSON-LD and it’s relationship with the Knowledge Graph that can help you out.

Essentially it’s pretty straightforward and requires only a few elements:

  1. The Organisation type
  2. Your business name
  3. Your websites official URL (homepage)
  4. Links to your social profiles referenced through the SameAs attribute
  5. The social profiles in your markup must also exist on the same page.

Here’s the template for a business to specify their social profiles in their Knowledge Graph (assuming they have a Knowledge Panel in the first place):


What about my personal social profiles?

Well, I’m a sucker for hacking the Knowledge Graph for my own personal amusement and it seems that you can add personal social profiles to the Knowledge Graph too. Though this may not work for everyone; it is a clear step in giving search engines a much bigger hint at who we are and where we converse online.

Here’s the template for a person to specify their social profiles in their Knowledge Graph (assuming they have one):

You can see this code in action on the blog; just view source.

You can insert these tags into any area of a HTML page on your company’s official website, whether that be the or happy in the knowledge that it won’t affect how the webpage looks to users. Furthermore, thanks to Google’s improved  Structured Data Testing Tool, you can now verify that your JSON-LD markup can be processed properly; so when Google next crawls the page, your social profiles will become eligible to be used in search results.

Simple eh?

Will you be using this? I’d love to hear how you are using structured data to deliver more information to crawlers in the comments!

2 thoughts on “How to get Social Profiles on the Knowledge Graph

  1. Awesome work really useful. Does the code need to be visible to Google or can it just be hidden? For Example do I need to make the icons up or just have the code in the source?

    1. Hi Kevin,
      Officially the JSON-LD markup should just reference social pages that exist on the page.

      I haven’t tried it with other profiles so it’d be worth a try.


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