Aim: The aim of this study is to analyze the usage of Search Engine Optimization and Knowledge Graphs and the connection between them to achieve profitable business visibility and reach. Methods: Following a qualitative method together with an inductive approach, ten marketing professionals were interviewed via an online questionnaire. To conduct this study both primary and secondary data was utilized. Scientific theory together with empirical findings were linked and discussed in the analysis chapter. Findings: This study establishes current Search Engine Optimization utilization by businesses regarding common techniques and methods. We demonstrate their effectiveness on the Google Knowledge Graph, Google My Business and resulting positive business impact for increased visibility and reach. Difficulties remain in accurate tracking procedures to analyze quantifiable results. Contribution of the thesis: This study contributes to the literature of both Search Engine Optimization and Knowledge Graphs by providing a new perspective on how these subjects have been utilized in modern marketing. In addition, this study provides an understanding of the benefits of SEO utilization on Knowledge Graphs. Suggestions for further research: We suggest more extensive investigation on the elements and utilization of Knowledge Graphs; how the structure can be affected; which techniques are most effective on a bigger scale and how effectively the benefits can be measured. Key Words: Search Engine, Search Engine Optimization, SEO, Knowledge Graphs, Google My Business, Google Search Engine, Online Marketing.

Semantic Web Identity kennzeichnet den Zustand, in dem ein Unternehmen von Suchmaschinen als Solches erkannt wird. Das Abrufen einer Knowledge Graph Card in Google-Suchergebnissen für eine akademische Organisation wird als Indikator für SWI nominiert, da es zeigt, dass Google nachprüfbare Tatsachen gesammelt hat, um die Organisation als Einheit zu etablieren. Diese Anerkennung kann wiederum die Relevanz ihrer Verweisungen an diese Organisation verbessern. Diese Dissertation stellt Ergebnisse einer Befragung der 125 Mitgliedsbibliotheken der Association of Research Libraries vor. Die Ergebnisse zeigen, dass diese Bibliotheken in den strukturierten Datensätzen, die eine wesentliche Grundlage des Semantic Web sind und Faktor bei der Erreichung der SWI sind, schlecht vertreten sind. Der Mangel an SWI erstreckt sich auf andere akademische Organisationen, insbesondere auf die unteren Hierarchieebenen von Universitäten. Ein Mangel an SWI kann andere Faktoren von Interesse für akademische Organisationen beeinflussen, einschließlich der Fähigkeit zur Gewinnung von Forschungsförderung, Immatrikulationsraten und Verbesserung des institutionellen Rankings. Diese Studie vermutet, dass der schlechte Zustand der SWI das Ergebnis eines Versagens dieser Organisationen ist, geeignete Linked Open Data und proprietäre Semantic Web Knowledge Bases zu belegen. Die Situation stellt eine Gelegenheit für akademische Bibliotheken dar, Fähigkeiten zu entwickeln, um ihre eigene SWI zu etablieren und den anderen Organisationen in ihren Institutionen einen SWI-Service anzubieten. Die Forschung untersucht den aktuellen Stand der SWI für ARL-Bibliotheken und einige andere akademische Organisationen und beschreibt Fallstudien, die die Wirksamkeit dieser Techniken zur Verbesserung der SWI validieren. Die erklärt auch ein neues Dienstmodell der SWI-Pflege, die von anderen akademischen Bibliotheken für ihren eigenen institutionellen Kontext angepasst werden. / Semantic Web Identity (SWI) characterizes an entity that has been recognized as such by search engines. The display of a Knowledge Graph Card in Google search results for an academic organization is proposed as an indicator of SWI, as it demonstrates that Google has gathered enough verifiable facts to establish the organization as an entity. This recognition may in turn improve the accuracy and relevancy of its referrals to that organization. This dissertation presents findings from an in-depth survey of the 125 member libraries of the Association of Research Libraries (ARL). The findings show that these academic libraries are poorly represented in the structured data records that are a crucial underpinning of the Semantic Web and a significant factor in achieving SWI. Lack of SWI extends to other academic organizations, particularly those at the lower hierarchical levels of academic institutions, including colleges, departments, centers, and research institutes. A lack of SWI may affect other factors of interest to academic organizations, including ability to attract research funding, increase student enrollment, and improve institutional reputation and ranking. This study hypothesizes that the poor state of SWI is in part the result of a failure by these organizations to populate appropriate Linked Open Data (LOD) and proprietary Semantic Web knowledge bases. The situation represents an opportunity for academic libraries to develop skills and knowledge to establish and maintain their own SWI, and to offer SWI service to other academic organizations in their institutions. The research examines the current state of SWI for ARL libraries and some other academic organizations, and describes case studies that validate the effectiveness of proposed techniques to correct the situation. It also explains new services that are being developed at the Montana State University Library to address SWI needs on its campus, which could be adapted by other academic libraries.