Google My Business listings and Google Knowledge Panels are both information boxes that appear on the right-hand side of a search results page – however, they are different elements that serve distinctive purposes.
The two are commonly confused. DSG finds that even some marketers aren’t familiar with the differences between them! So, today, let’s discuss the Google Knowledge Panel, and how your business might be able to take advantage of it in addition to your GMB profile.
Google Knowledge Panel
Google Knowledge Panels are information boxes that appear when users search for entities that are in the Google Knowledge Graph. Knowledge Panels are intended to give searchers a quick understanding on a topic. They are automatically generated, and can come from various sources across the web. You’ve likely encountered these information panels when searching for movies, television shows, and celebrities, but they can appear for almost anything – from businesses, to animals, locations, and even types of plants.
Knowledge Panels are automatically updated, primarily based on information changes on the web, but user feedback can also impact Knowledge Panels. User feedback can either come from general users or users that are verified as being the “subject of or official representative of an entity depicted in a knowledge panel” (Google). Verified users are able to claim the Knowledge Panel and suggest changes.
How To Claim a Knowledge Panel
To claim your knowledge panel, simply log in to the Google account that you wish to claim it from, go to Google Search, then search for the business or entity that you represent to find its associated Knowledge Panel. Go to the bottom of the Knowledge Panel and select “Claim this knowledge panel”. Finally, you will need to verify your association to the business by signing into one of the official sites or profiles listed. Note, if Google is unable to verify your association to the business, they may ask for additional information.
It is important to note that claiming a Knowledge Panel gives you heavier influence over suggested changes, but it does not give you ultimate control over the information like claiming your Google My Business listing does. As a verified owner, you can suggest changes to the content, such as the featured image and the social profiles, which Google will review before updating. However, some content, such as the title, subtitle and description are generated automatically based on information found on the web. Changing these fields requires strong evidence that the automated system has not made a correct selection, or changes to the data source that the Knowledge Panel is pulling from. (Google)
Benefits of The Knowledge Panel
Google’s Knowledge Panels are another great strategy to help your business appear in a very prominent and eye-catching way. Being featured in this panel makes your brand stand out from the other search results, and can earn you more clicks to your website and impressions from searchers. When your business has a Knowledge Panel, it will appear as a more “official” and trustworthy source of information.
How to Obtain a Knowledge Panel
Ultimately, it is up to Google algorithms to determine whether or not a subject (or, your business) will get a knowledge panel. However, there are a few steps you can take if you want to increase your chances of Google selecting your business for a Knowledge Panel.
1. Verify with Google Search Console
It is important to know how Google views your entity. From Google,”Search Console is a free service offered by Google that helps you monitor, maintain, and troubleshoot your site’s presence in Google Search results. You don’t have to sign up for Search Console to be included in Google Search results, but Search Console helps you understand and improve how Google sees your site.”
2. Ensure Accuracy Across Third-Party Sites
Google references data from within its “Knowledge Graph” to determine if an entity is trustworthy enough to have a Knowledge Panel. When third-party websites such as Wikipedia, Bloomberg, and LinkedIn show accurate information on your business that matches your website, Google’s Knowledge Graph will mark your business as more trustworthy, therefore increasing the likelihood of generating a Knowledge Panel for your business.
3. Add Schema Markup
The key ingredient in helping Google to identify your business information as Knowledge Panel-worthy is by adding Organization Schema.org Markup to your webpage. Schema Markup is essentially code that helps Google to digest information in its own native “language”. Learn more about this process here.
If this seems a bit complicated for you, consider partnering with a marketing agency to optimize and manage your Online Business Information. DSG creates customized marketing programs that help our clients achieve their goals.