How do you deal with Google knowledge graph showing competitor for a generic query?

[AdamThompson]

Search for keywords like criminal defense lawyer detroit or criminal defense lawyer detroit mi and Google knowledge graph is highlighting one competitor. No maps results are shown. How have others dealt with this situation? I know others have noticed this too: http://www.webpronews.com/sometimes-googles-knowledge-graph-highlights-brands-for-generic-queries-2013-10

[PatrickDelehanty]

Hi Adam

Sorry for the confusion - what I was getting at is the reason your competitor may be appearing for a generic keyword is because (if they are local to you) they have shown Google that they are associated with a certain keyword and are located by the searcher. For instance, when I search a generic term like "coffee" in my search, I get 5 businesses that pop up around me, or within a close proximity of me, in Chicago.

Same when I search "mechanic", "wine", and "ice skating". Depending on what you are searching, I was saying that local search optimization can have a heavy hand in what appears in the SERPs for your search.

Now, beyond that, Google also takes into consideration branding. Even then, elements of what I was speaking of above still stand.

Here are a couple of references:
Brands, Google Plus and the Knowledge Graph: A Love Triangle (Moz)
Understanding the Knowledge Graph and Optimizing it for Your Brand (Kahena)

What I am getting at here, is your competitor may be a big enough brand that Google is associating them with that broad/generic search you are talking about.

If I am not answering your question, again, I apologize and will step back - but I just think these elements above are worthy of your time and research, and will assist you in your chances of appearing as well. Take a look at your competitor though to see if they are taking the same steps - I am willing to bet they are!

Hope this helps a bit more - good luck!

[AdamThompson]

Thanks, but your answer gives basic local SEO tactics, and doesn't answer my question. My question is what to do when a competitor is shown in the Knowledge Graph for a generic search (they should only be showing in the knowledge graph if they are searched for by name). For some reason Google is confusing the generic keyword with this company's name, it seems.

[PatrickDelehanty]

Hi Adam

I would take a look at the following:
Google My Business - You may already be on this and have your client's business set up on this, but in case you don't, this a great place to start. Google uses the information from your profile and location to help your business rank for local searches that pertain to your industry. Here are some great tips from Google My Business and Search Engine Watch to help you get started, or to check your current situation. I would also make sure your categories are correct.
Moz Local + Whitespark - These are citation services that assist your business and it's locations get listed correctly. Moz offers managed citations - meaning if you change your business address or information, you can quickly change this in your listings. Whitespark doesn't offer managed listings, but they do focus on niche and industry driven listings. I would evaluate both and see which one works best for you.
Schema.org - Schema.org is a markup language for search engine crawlers to help them better find and understand important information on a website. You can mark almost anything on your website up from company name, address, telephone number, and logo, to images, videos, keywords, titles, biographies, job titles, and more. It's pretty indepth and will take some work, but the payoffs are pretty spectacular.

Ultimate Local SEO Audit - Local search is a never ending task. That being said, you should routinely be checking your information on the web to ensure that it's correct and up to date as search engines use this information in their listings, such as Knowledge Graph. This resource from Moz will be an extremely handy and valuable tool going forward.

Beyond that Adam, I would say check your competitor's listings, social engagement, content, and even their traditional PR tactics. I would also check both your backlink profiles in Majestic to see if they have listings or partnerships/accreditation/certifications/endorsements you don't, and start applying those opportunities in your digital and traditional marketing efforts.

There's a lot here, so if you have any more questions, let me know. Hope this helps! Good luck!