Google’s Knowledge Panel or KP is the section you can see on the right-hand side of your screen when performing a Google search. These days, you can see it for many queries which makes finding what you need easier. This panel shows the results of Google’s Knowledge Graph, which is an algorithm that connects all sorts of data that the search giant can find on the Internet.
For those of you that have a local or branded panel, it’s possible to influence the data Google shows here. But before we dive in, let’s learn more about these knowledge panels.
What is a Knowledge Panel?
A Knowledge Panel is a kind of result found in Google’s search results pages. These panels can display information on various aspects like businesses, animals, countries, people and more. You can find this on the right-hand side of your screen during searches when using a desktop.
Why Should I Care About Knowledge Panels?
Having a Knowledge Panel can be very useful for brands or businesses that want to be found via relevant search terms. Once Google decides to display your company in this section, you have a higher chance that people will click on your business than others.
In other words, a Knowledge panel ensures that your brand stands out when people are searching for something specific. This privilege can generate plenty of traffic and clicks your way when applied correctly. Google only wants to provide users with the best results and a brand name shown here is like the search engine giant vouching for you.
How Can I Get a Knowledge Panel for My Business?
Just like all kinds of search results, Google is the one who ultimately decides on whether a knowledge panel is displayed here or not. For local companies, there are some things you can do to improve your chances to rank up through a knowledge panel.
Creating a Google My Business account is one of the first things you can do to increase the probability of having Google show a local panel of your brand. From there, you can verify that you are the actual owner of the business. When that’s done, you can add or modify all information relevant to your business like its opening hours, address and photos.
You can also improve the likelihood of getting a local Knowledge Panel by verifying your website with Google Search Console. Adding structured data markup for business is likewise a good choice.
At the end of the day, it is Google who will decide whether or not they will display a Knowledge Panel for your business. The search engine looks at relevance, distance and the prominence of your company to determine whether it will show one. By making sure that your website and company data online is up to standard, you can better your chances of having your own local panel in the future.
Branded and Personal Panels
Unlike local panels, branded and personal panels are far more challenging to obtain with Google. The search giant decides whether they will give you a branded or personal Knowledge Panel based on your authority online. Well-known brands and personalities can have their own Knowledge Panels, especially when they have their own Wikipedia pages.
There are some ways you can improve your chances of getting branded or personal panels but it takes a lot of time and effort to do so. Besides that, expert help is needed here and success isn’t always guaranteed.
Here are some recommendations to start working towards a brand Knowledge Panel:
- Get help from someone who can create a Wikipedia page for you or add info to Wikidata about your brand
- Set up a Google+ page for your company and verify it
- Take note of which of your competitors have branded or local KPs and try to replicate what they have done
A Knowledge Panel is an excellent asset that your brand can have today. It gives your business more priority over others, and better search results are almost always guaranteed once you have a KP. If you want a local panel, there are several steps you can take right now to get one. Branded panels require more expertise to accomplish so don’t hesitate to approach a specialist today.
In the end, Google follows its own schedule so you shouldn’t be discouraged when your changes don’t feel like they have made an impact. KPs are just like search engine rankings which can take weeks or even months for something about you to show up. Sometimes, none at all – especially when there’s a lack of signals to inform Google about your organization.
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