There's a section on the search results page that showcases a particular entity, company, movie, and a lot of things. It's called the “knowledge panel.”
The knowledge panel is important for businesses and organizations because it allows them to control what information about their brand appears on Google.
Get to know more about Google Knowledge Panel and how you can utilize and optimize it for your local business with this article!
What is Google Knowledge Panel?
The knowledge panel is a box that appears on the right side of the search results page. It contains information about a person, company, product, or other topics that have been entered into Google's search engine.
These knowledge panels can appear for both general and specific searches.
For example, if you Google search for ” Barack Obama,” the knowledge panel will show his picture, and details such as husband to former First Lady Michelle Obama, and 44th President of the United States.
If you enter a more specific search, like “Barack Obama biography,” the first result will be a Wikipedia page, followed by the Knowledge Panel with information about his early life, political career, and family.
How Does It Work
The Knowledge Panel is generated from many sources including Wikipedia pages, YouTube, Google Search Console, the Freebase database, and Google's algorithm. They show rich results on the search page on what the search engine users type in the search bar.
It is designed to give users a “quick answer” to a user's search query without having to click through to a website. Google decides which relevant information to include and shows the desktop search results on the right side of the search engine results, in a box.
The Knowledge Panel has been around since 2012, but it was expanded and improved in 2017. In 2018, Google added the ability for businesses and organizations to control what information appears in their knowledge panel by using Google My Business.
Components of a Google Knowledge Panel
Google Knowledge Panels can assist users and show search result queries directed to show the following basic factual information that is automatically generated by Google:
- A description of the topic
- Featured image/s
- Links to related topics and business posts
- Business profile
- Google Map results or listings
- Social media profiles and links
- Recent news stories about the topic
- “See Also” section with related topics
Why is the Google Knowledge Panel Important for Businesses?
The Knowledge Panel is important for businesses because it allows them to control what information and valuable resource about their brand appear on Google.
Here are some more specific benefits of the Google Knowledge Panel on business listings and digital marketing:
- It allows businesses to control their business profile or their “Google identity.”
- It helps improve digital marketing strategies since it helps businesses stand out from the competition on the search results page.
- It can increase brand awareness and click-through rates on your website.
- It can be used to showcase special promotions or events that you are running. It can even show relevant and direct feedback left on your GMB profile.
- It allows users to obtain information faster and have immediate access to relevant business and services.
- It helps improve users' search experiences, which can encourage previous customers to come back to your local listing.
Google Knowledge Panel and Website's SEO
It is also important for businesses because it can have an impact on your website's SEO.
Here are a few ways that the Knowledge Panels can impact your website's SEO:
- If you have a Wikipedia page, the Knowledge Panels serve as a tool to increase traffic to your website by up to 15%.
- The Knowledge Panels can help increase the click-through rate to your website by up to 30%.
- If you have a video in your own Google Knowledge Panel, it can help increase the click-through rate to your website by up to 50%.
Types of Google Knowledge Panel
There are three types of this Google Panel:
1 – The Local Business Knowledge Panel
The Local Business Knowledge Panel is the most common type of knowledge panel, and it is what most businesses will want to focus on when optimizing their Google My Business listing.
As you can see from the example below for RevenueWings Inc., the Local Business Knowledge Panel includes information such as the business name, address, phone number, website, hours of operation, photos, and reviews.
If you have a physical location that customers can visit, then you will want to make sure that your Local Business Knowledge Panel is optimized so that potential customers can easily find your business and get the information they need.
2 – The Brand Knowledge Panel
The Brand Knowledge Panel is similar to the Local Business Knowledge Panel, but it is for businesses that do not have a physical location. This could include online stores, digital products, or service-based businesses that operate in multiple locations.
As you can see from the example below, the Brand Knowledge Panel includes the business name, logo, website, category, and a brief description.
If you do not have a physical location, then you will want to make sure that your Brand Knowledge Panel is optimized so that potential customers can easily find your business and learn more about what you do.
3 – The People Knowledge Panel
The People Knowledge Panel is for individuals, and it includes information such as the person's name, photo, occupation, education, place of work, and social media profiles.
If you are a public figure or someone who wants to control what information appears about you on Google, then you will want to make sure that your People Knowledge Panel is optimized.
How to Get a Knowledge Panel for Your Business
There are different ways you can get a knowledge panel for your business, website, and web pages:
1 – Use Google My Business
The easiest way to get a panel for your business is to use Google My Business. Google My Business is a free tool that allows businesses and organizations to control their information on Google.
To get started, you will need to create a listing for your business on Google My Business. You will need to provide some basic information about your business, such as the business name, address, phone number, website, hours of operation, and category.
Once you have created your listing, you can then add additional information such as photos, videos, and reviews. You can also use Google My Business to manage your business information across different Google products, such as Maps and Search.
2 – Get Featured in the News
Another way to get a panel for your business is to get featured in the news. If you are featured in a news article, Google may display a knowledge panel for your business on the search results page.
To increase your chances of getting featured in the news, you can use Google News Publisher Center to submit your website or blog as a source for Google News.
You can also use Google Alerts to set up alerts for your business name or keyword so that you can be notified when there is news about your business.
3 – Optimize Your Website Content
Another way to get a panel for your business is to optimize your website content. You can do this by adding rich snippets to your website code.
Rich snippets are a type of structured data that allows you to control what information appears about your business on the search results page.
To add rich snippets to your website, you will need to use a markup language such as Microdata or JSON-LD. You can then use the Google Structured Data Markup Helper to generate the code for your website.
Once you have added the code to your website, you can then test it using the Google Structured Data Testing Tool.
4 – Use Social Media Profiles
Another way to get a panel for your business is to use social media profiles. If you have a social media profile for your business on sites like Facebook, Twitter, or LinkedIn, then Google may display local panels for your business on the search results page.
To increase your chances of having a social media profile appear in the panel, you will want to make sure that your profiles are complete and up-to-date and you need to have an active online presence. You will also want to add links to your website and blog on your social media profiles.
5 – Claim Your Panel
If you see a panel for your business on the search results page, but it is not complete or accurate, then you can claim it using the Google My Business tool. Once you have claimed your branded or personal panel, you can then edit the information that appears about your business.
Google Knowledge Panel vs. Knowledge Graph
It's important to note that Google Knowledge Panel is different from Google's Knowledge Graph. Knowledge Graphs are the boxes that appear on the right side of the Google search results page that provides additional information about a topic.
Knowledge Panels, on the other hand, are the panels that appear on the right side of the Google search results page that provides additional information about a business, brand, or person.
Here is an example of a Knowledge Graph:
As you can see, Knowledge Graphs provide general information about a topic, while Knowledge Panels provide specific information about a business, brand, or person.
Do I need a Knowledge Graph for my Business as well?
The short answer is no. If you already have a solid panel for your business, then you do not need a graph as well. However, if you do not have a personal Knowledge Panel for your business, then you may want to consider creating one.
Creating a Knowledge Graph is a bit more involved than creating a panel, but it can be worth it if you are trying to rank for a competitive keyword.
Conclusion: Google Knowledge Panels
The Google Knowledge Panel is a great way to get your business, brand, or website featured on the search results page. If you want to increase your chances of getting a knowledge panel for your business, then you can use one of the methods described above.