More Information via the Knowledge Panel
Knowledge Panel, you may be asking yourself. I can guarantee you that you have seen one. Google knowledge panels on the right of the page usually appear whenever you search for corporations, local establishments, people, places, movies, etc. They contain information about these people or businesses, depending on how much information about them is available. Some things usually found in the Google Knowledge Panels are where the company was founded, when it was founded, where its situated, etc. and where the person or group of people were born, when they were born, etc. and they also tend to contain pictures of the subject of the panel.
What is Google’s Knowledge Panel?
Have you ever searched for a small business website or product and been provided with a wealth of information on the right side of their search results? The information in this box is called the Knowledge Panel. Google’s Knowledge Panel offers broad information on corporations, local businesses, famous people, brands, and movies. Knowledge Panel essentially gives searchers an overview of information related to a given entity while providing additional and related content. More importantly, it offers visitors a snapshot picture and business contact information.
Importance of the Google Knowledge Panel for Businesses
To Google, a business is an entity that relates to others. Relations could be by location, products, industry, and competitors. Everything is somehow interconnected. The semantic understanding of entities allows the search engine to connect the dots between data across multiple sites on the web. Hence, the Knowledge Panel is a way that Google uses this semantic knowledge.
So how does the Google Knowledge Panel benefits local businesses? It’s pretty simple; it provides information such as displaying information like phone numbers, addresses, hours of operation, and more. It shows locations with a link to Google Maps so consumers can find their way to the premises or place. Of course, this is particularly relevant for businesses with brick-and-mortar stores.
Remember, the critical mission of Google is to organize all the information on the web, and Google’s Knowledge panel does an excellent job of making life that much more straightforward. Incredibly when finding content on disorganized and less intuitive websites can be challenging?
This makes life easier for users, who can directly find information about local businesses on the search result page. Instead of clicking through websites or checking out different review sites, customers can quickly see how others rate businesses and what the company or product is.
Ultimately, Google Knowledge Panel makes life easier for users and promotes information regarding businesses by having a dedicated place on the search results, and all should utilize it!
Knowledge Panels are beneficial for businesses.
Be it a large international corporation or a small business, more exposure, and positive information online will benefit you in the long run. In fact, within the context of search optimization for businesses, Knowledge Panels are instrumental in boosting companies’ visibility. Adding a Knowledge Panel for branded searches helps bury the ads and get your business or product more prominent. These AdWords ads are typically from your competitors, and generating a Knowledge Panel for your brand pushes these down below the fold. In some cases, Google could potentially cease to include the sidebar ads altogether.
Negative reviews will be present if you’re a business with some rough days with your customers and have not had the opportunity to resolve these disputes. One of the most effective ways to reduce the visibility of negative Google reviews in branded search results is to switch Google from showing a local Knowledge Panel to a brand panel. A brand Knowledge Panel does not focus on the regional aspects of a business (their address, phone number, hours, and reviews) but instead on more important things for a brand – what they do, who their leadership is, what their social profiles are. Such a simple switch could get your business back on track with more traffic and positive online exposure.
Drawbacks of Knowledge Panels
Making sure a business is listed in the Knowledge Panel data sources also can create some adverse side effects. For example, creating a Wikidata profile will be very simple as long as there is access to reliable sources, but creating a Wikipedia page could be far more complex. This is because Wikipedia can be edited by anyone, including attackers, with their agendas. Hence, setting up a Wikipedia page could potentially be harmful.
Types of Knowledge Panel
There are two types of Knowledge Panels: brand/personal and local.
Brand panels contain general entity information, including social profiles, product descriptions, and the entity’s creation date.
Local panels contain locally-focused details, including locations, building addresses, Yelp pages, and reviews.
The type of business determines what graph displays in the Google Knowledge Panel. A strictly online company would have a brand graph because there is no physical location. Establishments with a firm name and brand, such as Disney World, would have a local graph. There are also some instances where the type of graph might vary. An example of this scenario would be companies with only a few locations. In this situation, a branded graph would appear for nationwide searches and a local graph for those close to the businesses’ physical establishments.
Knowledge Panel Examples
Real Estate Knowledge Panel
An example of Zillow, a real estate company’s local Knowledge Panel, shows photos, stock price, location, revenue, and the “People also searched for” section.
As can be seen, the snapshot picture provides a great deal of information and allows credibility and trust to be built virtually immediately.
Not taking advantage of branded Knowledge Panel panels can result in a lost opportunity. These cards help users engage with your brand by grouping nice-to-know information together, such as a basic description, stock price information, and one or two notable facts.
These cards contain a great deal of information for searchers and can also link directly to your website and social profiles. Depending on the type of business, mobile searchers may even be able to access search boxes and browse products now through your Knowledge Panel card.
Nonprofit Knowledge Panel
It does not just profit businesses that have exposure via Knowledge Panels, but nonprofits too.
A typical example would be the American Red Cross. Besides pulling some information from Wikipedia, you can also see that the customer service phone number is visible and the purpose of this organization.
Famous & Influential People Knowledge Panel
Online content is immediately available. Thus Googling for prominent figures has allowed a Knowledge Panel category to be assigned to them. In addition to famous individuals, such people have also morphed into brand names. For example, searches for prominent figures like “Martha Stewart” amount to much information in one area. Knowledge panel cards like this are a great way to group your social media presence and help you influence how you’d like your name and company to be perceived.
Getting a Brand/Personal Panel
Applying for a branded or personal one is a little more complicated than using a local one since Google has to decide if they want one made for you. You or your brand’s authority plays a significant role in determining whether or not a knowledge panel will appear for you. If you or your brand has an already-made Wikipedia page, you will most likely get your own Google knowledge panel. To verify your knowledge panel, you must sign in to your Google account, log into your business/company’s official page and confirm it.
Local Businesses
Local businesses stand to gain the most from the Knowledge Panel. For example, customers can find exactly what they are looking for via a Knowledge Panel will most likely increase the customer conversion rate.
Specific information available on a card would be:
- Customer reviews.
- Critic reviews.
- Daily hours.
- Popular times.
- Reservation options.
- Phone numbers.
- Directions.
- A link to your website.
- Area of service.
For example, allowing people to book a table or make an appointment directly from Google’s Search Engine Results Pages (SERPs) will save time for customers. After all, that’s what customers want, don’t they?
Another example is to know what the popular times are for that business. Maybe you want to avoid the rush and not be waiting for that swim at LA Fitness or even to pick up an online order from a local hardware store.
These are just some benefits small and large businesses can gain from this feature. Other examples could include the area of service provided by a map.
To get the most out of your local Knowledge Panel card, you must ensure your business is integrated with your Google+.
Media Movies, TV Shows, Books, Music…
If you’re a movie fanatic, and many of us, maybe? Then you’d be interested in the rating, trailers, cast information, and release dates. Depending on your local cinema, you may have even bought your ticket with a card. Similarly, lanyou’ven a Knowledge Panel card is a great way to influence SERP visibility and click-through rates if you’ve ever written a book.
Nutritional Information
Our lifestyle is determined by what we consume, and it is not better to have information on what we eat. The Knowledge Panel is a great way to impart commonly searched information, such as links to recipes, food composition, calories, and other nutrition facts. More importantly, this is a perfect option if you’re a business or professional dealing with food.
For example, creating meal plans or sharing recipes with the web crowd is one way to get more exposure.
Products
Many small businesses and innovators have built their businesses around specific products. Then why not share your innovation on the web? Product cards are the perfect option and function similarly to company Knowledge Panel cards. Hence, having such information will increase brand awareness and click-through rates.
However, unlike company Knowledge Panel cards, product cards don’t necessarily get prime real estate on SERPs unless you have a superior product, such as an iPhone. Usually, the top of the page is taken up by sponsored ads.
Data for Knowledge Panel
The Knowledge Panel uses data from the Knowledge Graph, which Google describes as “A massive graph of real-world things and their connections, to bring you more meaningful results.” The Knowledge Graph is a massive database of people, places, and things Google has compiled, compared, and connected to give better search results beyond what terms were entered during a search.
When creating its Knowledge Panels, Google frequently scrapes information from online databases, social profiles, and other websites. The five primary informational databases Google uses to populate its Knowledge Panels include:
- Wikipedia – Wikipedia is an online encyclopedia. Google frequently scrapes Wikipedia entries when building a Knowledge Panel.
- Structured Data – Schema markup on a website gives Google instructions on what the date and text on a page mean.
- Google Plus – Google+ is Google’s social media platform used by Google when forming a brand and local Knowledge Panels.
- Freebase – Freebase is an online database. It is not as large as Wikipedia, but it is still a significant structured data source. Freebase entered a read-only mode in early 2015, so the database is no longer editable.
- Wikidata – A structured database maintained by Wikimedia, the same company that runs Wikipedia.
How to edit Knowledge Panels
Google now allows users to suggest edits to Knowledge Panels after proving that they represent the entity in the Knowledge Panel. Individuals and organizations with Knowledge Panels can use a verification process to claim their panels and update them accordingly.
The steps involved generally are:
- Search for your name or organization to bring up the Knowledge Panel you wish to edit.
- Tap on the prompt that reads “Suggest an edit.”
- Prove that you represent the entity by signing into Google.
- Subsequently, the Knowledge Panel can be updated and additions made.
Final Thought on Knowledge Panels
Knowledge Panel provides an excellent opportunity for professionals and businesses to connect with existing and potential customers. More importantly, it provides customers with immediate results and fewer clicks to the content they may be looking for. As you can see, Google has streamlined the content availability process instead of sifting through sometimes large websites to get store hours.
A Google knowledge panel is a massive aid in conducting web searches and making your business, product, or yourself prominent online. Local search panels are not difficult to get, so if you can have one of your own, you should go for it. After all, it is very helpful in gaining online exposure.
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As part of giving back, we help nonprofits. We don't profit from any nonprofit website design or SEO services provided to nonprofits. If you have a great cause you are working for, let us help your nonprofit. We may even do it for free! Be it in Federal Way, Bellevue, or New York. We can help you get results. We can fix a broken website and get your charitable cause or church back on track.
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