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Редакція dev.ua
5 March 2026, 11:43
2026-03-05
Artifact Marketing and GEO: How a Ukrainian Concept Got KGMID in Google Knowledge Graph in 144 Days
In September 2025, an ambitious question was posed: is it possible to create a new abstract concept — and have Google recognize it as a separate entity in its Knowledge Graph?
No Wikipedia. No classic PR campaign. No mentions in major media.
Thus began an experiment with the «Artifact Marketing» methodology, an approach that can be considered part of the new practice of Generative Engine Optimization (GEO).
In September 2025, an ambitious question was posed: is it possible to create a new abstract concept — and have Google recognize it as a separate entity in its Knowledge Graph?
No Wikipedia. No classic PR campaign. No mentions in major media.
Thus began an experiment with the «Artifact Marketing» methodology, an approach that can be considered part of the new practice of Generative Engine Optimization (GEO).
Why is this even important?
We’re used to thinking of SEO as working with keywords and links. But generative systems (AI Overview, chat assistants, search answers) increasingly rely not on pages, but on entities — structured objects in knowledge graphs.
That is, Google increasingly works not with «text», but with «facts» and the connections between them.
A hypothesis was put forward: if a sufficiently clear architecture of digital proofs was created, a new concept could become part of this system.
What is «Artifact Marketing» in simple words?
The idea is simple: in the digital age, a product or concept can exist not just as a page on a website, but as a verified entity — with identifiers, connections, and machine-readable confirmations.
Artifact marketing is an attempt to turn a product or idea into a «memory anchor» in the digital environment through:
formalized publication;
open registries (Wikidata);
structured data (JSON-LD);
a system of cross-referenced digital identifiers.
How the experiment went
On September 22, 2025, the first material was published, formalizing the term " Artifact Marketing «.
Then the systematic work began:
creating an item in Wikidata;
publication of the methodology in the open repository Zenodo with DOI assignment;
It took 144 days from the first publication to the appearance of KGMID.
Important: Google algorithms are closed. The author of the «Artifact Marketing» methodology, Mykhailo Guzio, notes that he cannot assert a direct cause-and-effect relationship. At the same time, the correlation between data architecture and the result seems obvious.
Can this be scaled?
Once the concept was fixed, a similar approach was applied to the physical products. The same structure was created for them:
pages with JSON-LD;
cross-links with the brand and the author;
additional digital identifiers;
multimedia materials.
As a result, products also received their own KGMIDs within the knowledge graph.
This showed that the approach is potentially scalable — from an abstract idea to a concrete product.
GEO: a new direction or just an evolution of SEO?
This case can be viewed in different ways.
On the one hand, it is an individual technical experiment in working with knowledge graphs.
On the other hand, it is a signal of a change in search logic. If generative systems increasingly rely on structured entities, then working with them may become a separate direction — Generative Engine Optimization (GEO).
Whether this will become a new discipline remains to be seen. But the fact remains: in the AI environment, it is not just content that is becoming increasingly important, but the architecture of relationships between objects.
Conclusion
The experiment with «Artifact Marketing» showed that a new abstract concept can be included in the Knowledge Graph without a classic PR campaign — provided that you systematically work with structured data and digital identifiers.
For the Ukrainian tech community, this is not just a case of marketing. It is a question of how digital reality is shaped in the age of generative search — and who knows how to work with it.
