Google has begun showing knowledge graphs for some highly competitive – and highly spammed – search queries, and queries that probably will get the competition quite upset with its new appearance. And the owner of the site in the search query gets a nice box around their listing with a stand out link with their website homepage title.

It is also worth noting that there are many Google AdWords ads that are appearing for this particular search query as well, including three above the fold and a full sidebar of ads.

Another interesting thing is that it is highlighting the term “contents insurance” in that knowledge graph, despite this search query being “cheap home insurance”.

Having this as the knowledge graph is pretty unusual, particularly for such a competitive keyword phrase. As it is highly competitive, this search term does tend to get a lot of “churn and burn” spammy websites as well. But this particular search term is definitely consumer-oriented. These are people looking to buy cheap home insurance, not to those looking for information on home insurance.

The website itself that Google is linking to you from the knowledge graph is not an informational site. If it was purely informational, then perhaps the argument could be made that the knowledge graph link is appropriate. But this is clearly a website that is soliciting information from users in order to send them quotes on “cheap home insurance” from up to 98 insurance providers. Again, this is clearly a commercial site.

If the query was specifically home insurance, then may be a knowledge graph would be appropriate, but ironically Google does not show knowledge graph for that query. But this particular knowledge graph just seems completely out of place, and it only appears to show up in Google.co.uk. Google.com and Google.ca do not show a knowledge graph for “cheap home insurance”.

Will we start seeing more knowledge graphs showing up for these highly competitive search terms were the intent is to purchase, and not simply to research? With all the knowledge graph to keep showing up in Google, maybe that is where we can be heading.  But then perhaps this is a knowledge graph that slipped through and Google will remove it as being inappropriate to that search term, or at least replace it with a site that is purely informational and not commercial.

However, if you manage to gain a “cheap home insurance” knowledge graph from Google or for another similar highly competitive device search term, , you are probably going to laugh all the way to the bank with all the sales.

Hat tip to Andrew Isidoro for noticing the knowledge graph.