| Summary |
|
Google Knowledge Panel serves a very functional role that benefits users and businesses. Generally, the data collected by Google are considered facts by Google’s Knowledge Graph that provides the content for the knowledge panel. You can make the most out of having a knowledge panel since it can increase brand awareness and generate traffic to your site. This also targets specific audiences searching for your brand, especially since they’re more likely interested in purchasing your services or products. A knowledge panel also provides a convenient way to help you in letting the users know more about your brand. |
If you notice when you’re searching on Google, there’s a separate box on the right of the search engine results page. This box on the right, known as the Google Knowledge Panels, provides facts about what you’ve searched. Additionally, it can be another way to promote your expertise and brand to users.
This article shares what you need to know about it so you can find what works best with your strategies!
1. Content Comes From Google’s Knowledge Graph
Google’s Knowledge Graph contains information it provides in its knowledge panel. For example, for questions such as “How large is the Buckingham Palace” or “When do the cherry blossoms bloom in Japan,” Google retrieves data from its knowledge graph.
Additionally, their knowledge graph has a database of billions of factual information about people, places, and things. It comes from different sources and even directly from the content owners.
Google holds correct data and removes information that would violate its policies through its search algorithms. Plus, they also provide public reporting systems. In short, they filter their knowledge graph to keep explicit content from their search engines, such as terrorist content, regulated goods, violence, harassing content, and vulgar language.
Book to Read: Google Knowledge Panel: Get your own Google Knowledge Graph By Indrajeet Singh
2. It’s Different From Google My Business
GMB may have a similar function, but it’s more focused on creating your business’ online presence using Google Maps and information from Google Knowledge Panel. In general, these are the things you as a business owner can do on a Google Knowledge Panel but not on GMB:
- Allows you to add any type of information that Google has on your business
- Lets you edit basic information with no approval required
GMB has these features that make it distinct from Google Knowledge Panel:
- An enhanced listing feature that lets you upload your logo, additional image, or video so it would show up on Google’s local results and Google Maps
- The messaging feature for users to contact your business, providing an SMS notification when a user leaves a message on your Google listing
3. Brand And Local Knowledge Panels
GMB may be distinct, but there are two distinct types of Google knowledge panels:
Brand Knowledge Panels
Brand panels are suitable for individuals or brands that want to provide a simple summary of their details. This is what you may see on brand knowledge panels:
- Links to their social media pages
- CEO
- Foundation date or date of birth
- Logo
- Awards
- Website link
- Customer Service Number
- Headquarters Location
- Stock Price
Additionally, brand panels may feature similar individuals or brands users search for. Given the information that brand panels show, it’s more designed for prominent and larger corporations or franchise businesses with multiple locations.
Book to Read: Google Knowledge Panel Mastery
Local Knowledge Panels
Local panels are suitable for businesses and organizations because they provide the location, star rating, reviews, address, operating hours, pictures, website link, and contact details. Such local panels can feature your information depending on your business’s industry.
For example, if you have a hotel business other than your local knowledge panel providing reviews, it may also show amenities and room rates you offer. Additionally, restaurants may have a link on their local panels that redirect users to a page where they can make reservations.
4. You Must Be A Verified Entity
You can’t create or request on Google to have a knowledge panel just for you. Google will only create one if you’re a verified entity. This means your identity is verifiable and comes from Google’s data partners, or you have a Wikipedia page.
How To Edit Knowledge Panels
However, if you’re a verified entity, but Google posted incorrect information, or want to update your knowledge panel, you can’t edit it yourself. However, you can send Google feedback or suggest changes for them to update the content on your knowledge panel:
- At the bottom part of the knowledge panel, you can see the word ‘Feedback’ and click on it
- A pop-up box will appear, and then fill up and answer the following questions
- Click on send to submit
5. Claim Your Knowledge Panel
Claiming your knowledge panel is a way to verify your identity on Google. You also get to have authorized power to request changes, especially if the information is incorrect, fake news, or even malicious.
How To Claim Your Knowledge Panel
Start with these steps for you to claim your knowledge panel:
- Log in to your Google account
- Search for yourself or your entity
Once you’ve found the panel, you can see at the bottom the phrase ‘Claim this knowledge panel‘ and click on it
6. Optimize SEO And Other Ways To Get A Knowledge Panel
Other than having a Wikipedia page, there are other ways to influence Google to create a knowledge panel for you.
Google Search Console
If you have a website, optimize its SEO to increase ranking on the search engine results page and have more visibility to Google and its users. You can submit your website on Google Search Console and use this as a tool to monitor your website’s traffic, performance, and visibility on Google’s search engine page.
This also finds and resolves errors that may affect the Google crawler (Googlebot) indexing your site to search results.
Google Brand Account
Google Brand Account is specifically made for your brand, which should be separate from your personal Google account.
How To Create Your Brand Account
You can check if you already have a Brand Account and, from there, check under “Your Brand Accounts.” But if you still don’t have one, you just need to create an account for your brand on any of the following Google services:
How To Update Your Brand Account
You can update your Brand Account by doing the following steps:
- Go to your Brand Accounts page in My Account
- Choose which account to update and select ‘Edit account info.’
- Each section has an Edit button you can click to update changes.
Schema Markup
Schema Markup is a tool that helps search engines clearly analyze and understand the webpage’s content and meaning. This lets Google or other search engines interpret whether your webpage content is an article, recipe, video, product, service, review, and more.
So, adding these relevant elements to your website can result in search engines providing more of your website’s content to users’ queries. Additionally, your Schema Markup is built within the HTML of your webpage to be visible and read by search engine crawlers.
7. Google Knowledge Panels On Desktop And Mobile
On the desktop, Google Knowledge Panels are on a separate box on the right, at the same level as the highest-ranking pages. But on the mobile version, they’ll appear halfway through the search engine page, as it’s also not placed at the top as one would expect.
Particularly, Google has designed the mobile version to be user-friendly and split the Knowledge Panel into chunks so the contents would be easier to understand and follow.
8. Includes Online Reviews
Local knowledge panels can include reviews from up to three review sites. It will display critic and customer reviews where the downside is you can’t control which reviews are on your knowledge panel, whether positive or negative. If you want this feature on your knowledge panel, markup your website’s content with a review Schema and follow Google’s Review Snippet guidelines.
9. Brand Awareness and its Other Benefits
Your brand’s dedicated space on the Google search engine page lets users draw their attention to it. This can increase brand awareness and lets users quickly and conveniently know what type of services or products you offer.
Trustworthiness
Having a Google Knowledge Panel means that Google has collected verified and correct information about your business. Google has made it easy for users to look for credible content, which makes you trustworthy in the eyes of the users.
Book to Read: Google Knowledge Panel Expert: Get Yourself on Google’s First Page
Increases Traffic
Your website can now be more accessible since your knowledge panel also features your website link. As a result, it can drive more traffic to your site.
Easier to Connect With Customers or Prospects
Your knowledge panel provides vital contact information such as your address, phone number, website link, and even social media page links. This way, prospects, and customers could quickly know your brand and reach you on any available platforms you have.
Conclusion
As long as Google continues to add features or restructure its search engine page, your business can thrive online by updating SEO marketing strategies. Features such as the Google knowledge panels let you do your job of making your brand visible to targeted audiences.
You should take advantage of this feature because they allow you to generate more traffic and eventually turn them into customers. Now that you learned a lot about Google Knowledge Panels, you can also check out our other blogs that will build your online marketing strategy.
- 7 Tips To Create Your Pillar Posts
- Why Should You Put a Blog Link in Your Articles
- 8 Content Marketing Hacks For Attracting Clients
