Google Knowledge Panel: What it is, why get it, & How to get it

A Google Knowledge Panel can boost your brand and elevate your business and authority. This post takes you through what exactly this is and how you can get it.

A Google Knowledge Panel is an encyclopedia-like response displayed on Google’s Search Engine Results Page (SERP) responding to a specific query. A response on the knowledge panel indicates that the topic is noteworthy, big, or famous.

Besides individuals, businesses and brands can also get featured in this panel.

Having a Google Knowledge Panel means more online visibility for your brand and increased engagement with more people. Ultimately, this establishes and boosts your authority.

But who can benefit from knowledge panels? What can you do to get featured on Google’s Knowledge Panel?

Having assisted many industry leaders and brands in establishing their brands online, including getting a Google Knowledge Panel feature, I often get asked such questions.

In this post, I break down some of the most important considerations you can follow if you want to get featured in the knowledge panel.

What is a Google Knowledge Panel?

Google Knowledge Panel screen

A Google Knowledge Panel is an automatically generated infobox on the right rail of the search results page (SERP). It provides basic information about a prominent place, company, brand, or person.

If you were to Google a well-known entity, you would find a summarized response in a concise, structured method.

This feature was introduced in 2012, and Google has continuously expanded the kind of content to include in the knowledge panel, such as:

  • Brand’s featured image
  • Social media profiles
  • Facts
  • Logo
  • Website link
  • Wikipedia page link

When searching for a prominent business or company, Google also includes more information in the same format that the user would find helpful, including:

  • The name of the founder and CEO
  • Year founded
  • Number of employees
  • Stock details
  • Maps
  • Customer reviews

In most cases, you will also find “People also search for” results beneath the knowledge panel as Google displays related results.

Who can Get Featured in Google’s Knowledge Panel?

Anyone can be eligible to get featured in Google Knowledge Panel. However, Google’s algorithms determine which entities are eligible for a Knowledge Panel based on a variety of factors. Some of the considerations made by Google to determine eligibility for a feature include:

  • Relevance: The entity should be relevant to the query being searched for. For example, if someone searches for “Barack Obama,” Google will show a Knowledge Panel for the former President of the United States because he is highly relevant to that query.
  • Notability: The entity should have a significant presence online and be well-known in their field. This could include press coverage, awards, and social media presence.
  • Trustworthiness: The entity should be considered trustworthy and reputable. This could include being cited in reliable sources or having a Wikipedia page.
  • Unique name: Although this isn’t much of a deal-breaker when searching for a feature on Google’s Knowledge Panel, the entity should have a unique name that is not easily confused with other entities.

What are the Sources for Google Knowledge Panels?

person using macbook air on white table

Google introduced its Knowledge Graph in 2012. This shifted its interpretation of search queries from ‘strings to things,’ meaning it could now suggest more relevant results while connecting facts and their relations.

Google’s Knowledge Graph is an extensive database from numerous platforms and sources. Reports indicate that the Knowledge Graph had over 5 billion entities and half a trillion facts. But exactly where does it come from?

Wikipedia is widely regarded as a crucial source for the Knowledge Graph. However, there are many other sources of information, including social media, business listings, reviewer platforms, and much more.

The Benefits of Knowledge Panels on Google

Why should you get featured on Google’s Knowledge Panel? The answer is pretty straightforward — this is the best business or visiting card that you can get online.

Not everyone can get a knowledge panel feature, which is why being featured there can significantly boost your credibility.

Some of the other key reasons why getting a knowledge panel on Google can be beneficial include:

Increased Visibility

The Knowledge Panel is one of the most prominent features on the search results page. Appearing in it can increase your visibility and exposure to potential customers or clients.

This is especially true for businesses, as it can help them stand out from their competitors and attract more customers.

Improved Credibility

Being featured in the Knowledge Panel can also improve your credibility and reputation. Google’s algorithm is designed to prioritize high-quality, authoritative sources, so being featured in the Knowledge Panel can signal to users that you are a trusted source of information.

Enhanced User Experience

The Knowledge Panel is designed to provide users with quick and easy access to information on a particular topic.

Being featured in the panel can help improve the user experience by providing users with relevant and useful information in a structured and easy-to-read format.

Increased Traffic

Being featured in the Knowledge Panel can also lead to increased traffic to your website or social media profiles. The panel includes links to your website and social media pages, making it easy for users to visit and explore your online presence.

Competitive Advantage

Being featured in the Knowledge Panel can provide a competitive advantage over other businesses or individuals in your industry. It can help you stand out from the competition and establish yourself as a leader in your field.

Essentially, Google and its users see information on the Knowledge Panel as trustworthy. This means if you show up in the knowledge panel, you’re viewed as trustworthy and with authority in your field.

How to Get a Google Knowledge Panel

How to Get a Google Knowledge Panel

Like with everything else in the search engine, the Knowledge Panel runs on Google’s algorithm. This means there isn’t a special trick you can do to guarantee yourself or your business a spot in the Knowledge Panel.

Like with SEO, appearing on top of the SERPs depends on the search engine’s algorithms, and there’s basically no real shortcut.

However, even though there isn’t a specific thing that Google points out, there are still several proven methods that you can follow to get a feature.

Here are some ways you can use to get featured on Google’s Knowledge Panel:

1. Optimize Your Website

three person pointing the silver laptop computer

Having a personal website is one of the most important steps to getting featured on Google’s Knowledge Panel. Although optimizing a website for search engines can be daunting, it is usually rewarding in the long run.

Ensure that your website is well-optimized with the right information and in a structured format. Having an ‘About me’ page or section on your website is essential, as this is where the most important snippets about you or your company are drawn from.

Moreover, in most cases, once Google understands that your website is the official source for your entity, you may get your website link automatically added under your panel. This can be a huge boost to your profile.

2. Leverage Schema Markup

Structured data helps Google’s algorithms in the creation of the Knowledge Panel. Schema markup is part of structured data implemented through special syntax. It helps search engine crawlers get more information about the webpage’s content besides what’s already displayed.

Google gives a few guidelines on using structured data to optimize the knowledge graph, which you can use to get started.

3. Build Your Online Presence

black flat screen computer monitor

Google Knowledge Panel pulls information from various sources. Besides using your website, it can also rely on other sources like social media, news articles, and other online content.

This is why it is crucial to build a strong online presence across multiple platforms.

One of the proven methods is getting local citations. Mentions from the media and the expert community can do you a solid one when seeking a Knowledge Panel feature. Industry authorship is yet another method that you can use to get featured on reputable online platforms related to your industry.

This is more helpful if your feature comes with an author page, where you can curate a strong about you section and links to your website, which you can use as your entity home.

Getting listed in directories is another proven tactic. Look for directories that may be relevant to your niche or industry and get listed. Ensure that there’s consistent information about you online.

4. Verify Your Social Media Accounts

Verify your social media accounts

Another way to get a knowledge panel feature is by having your main social media platforms verified. When you Google a famous musician or dancer, you will probably see their Instagram or YouTube profiles prominently displayed next to their panel.

However, if you are more active on platforms like LinkedIn, Google can also use it as the source of the data.

5. Create and Optimize Google My Business

Create and optimize Google My Business

Google Business is a free tool for your local business to enhance its online visibility. It makes your business easier to find in search and also on Google Maps. Through the tool, you can input your business details, including additional considerations like the address, directions, open hours, availability, contact details, and more.

The knowledge panel includes many other features that can promote your business, including photos, reviews, and more.

When listing for Google Business, ensure consistency throughout your data, especially NAP (Name, Address, and Phone number).

6. Get Listed On Wikipedia and Wikidata

Get listed on Wikipedia and Wikidata

When going through most brands and individuals with a feature on Google’s Knowledge Panel, you will realize that most of them borrow their descriptions from Wikipedia.

Google often relies on Wikipedia as a source for information to display on the knowledge panel. But why is this case?

Wikipedia is quite prolific for a number of reasons, including:

  • It is heavily moderated and not easy to spam results.
  • The content is well-structured, making it easier for search engine bots to understand.
  • It is an authoritative and highly-trusted source.
  • It is a fairly unbiased source of information, which gives Google even more reasons to trust it.

Google also gets some information from Wikidata.org. Ensure that you also have an entry about your business there. To maximize visibility, you can do interlinking, adding your Wikipedia page link to Wikidata, and vice versa.

7. Monitor Your Online Reputation

It’s important to monitor your online reputation and promptly respond to negative reviews or comments.

Google takes into account the overall sentiment around your business or brand, so it’s essential to maintain a positive online image.

Responding to negative reviews or comments shows that you care about your customers and are committed to providing a high-quality experience.

Can You Edit a Google Knowledge Panel?

A Google Knowledge Panel feature can be a huge boost to enable you to achieve your goals. However, while it is an excellent feature that can provide a wealth of information about you or your brand, it is not uncommon for some of the information presented to be inaccurate or outdated.

The question that arises is, can you edit your Google Knowledge Panel? The answer is a bit complicated, so let’s break it down.

For starters, it is essential to understand that Google Knowledge Panel is an automated system that gathers information from various sources and organizes it into a cohesive and informative panel. The sources include your website, social media profiles, and other online directories that contain your information.

Therefore, to edit your Google Knowledge Panel, you must ensure that the information on your website and social media profiles is accurate and up-to-date. This includes your bio, contact information, images, and other relevant details.

Moreover, Google uses a variety of signals to determine which information to display in the Knowledge Panel. These signals include the relevance, authority, and reliability of the sources used. Therefore, it is crucial to optimize your website and social media profiles to improve your chances of appearing in the Knowledge Panel.

You can also claim the knowledge panel if the feature represents your brand, where you can have much control over it.

While you cannot directly edit the information in your Google Knowledge Panel, you can suggest changes to Google using the Feedback feature. This allows you to suggest corrections, additions, or updates to the information displayed in the panel.

However, it is essential to note that Google reviews these suggestions before making any changes.

Take Away

Getting featured in Google Knowledge Panel can greatly enhance your online visibility and credibility.

Following the strategies outlined in this article can increase your chances of getting featured in this valuable search feature. As someone with experience helping people get featured in the knowledge panel, I can attest to the effectiveness of these strategies.

Remember to prioritize your online presence by maintaining accurate and up-to-date information across all your online profiles, including your website and social media accounts. Build strong backlinks from reputable sources, and consider optimizing your content for featured snippets.

Finally, leverage the power of structured data to provide clear and concise information about your brand and its offerings.

By implementing these tactics, you can establish yourself as a thought leader in your industry and attract more organic traffic to your website.

So don’t wait — start taking action today and take your online presence to the next level. With persistence and hard work, you, too, can become a featured entity in the Google Knowledge Panel.

Related Posts