Google’s Knowledge Panel | Binary Fountain

October 10, 2019

Google Knowledge Panel

By: Kayla Zamary

As the years have gone by, Google is constantly looking for opportunities to provide the best user experience possible for searchers. One such enhancement includes Google’s Knowledge Panel, which helps users quickly digest information directly from a search result instead of having to go to a website for answers.

Does your company or organization need a knowledge panel? It’s hard to say, but even if you do want one, it isn’t a guarantee you will be awarded one. Even worse, the information may not be accurate!

We’ll explore how knowledge panels are awarded and how you can influence what Google displays from an enhanced search result.

What is Google Knowledge Panel?

A Google Knowledge Panel is a type of rich results in Google’s search results pages that shows specific information about a business, person or other type of subject matter.

Example of a Knowledge Card

Knowledge cards can show up for a wide variety of topics including people, businesses, animals, countries etc.

These enhanced search features show up on the right-hand side of your results when you are using a desktop computer. This is all intended to make search results as comprehensive and easy to understand as possible.

How does Google do this? A little enhancement to their machine learning called Knowledge Graph.

How are Knowledge Panels Generated?

Back in 2012, Google launched the Knowledge Graph as a way to map broad connections between data points. In other words, it was created to give Google the ability to group factual points about a subject matter and present that data in an easy to understand visual representation.

Here is a video Google put out in 2012 that explains how Knowledge Graph works.

Over the years, Knowledge Graph has gotten more and more diverse with recipes, list sliders and other enhanced search results options. This has led to an increase in what is called zero click search results.

How to Get a Knowledge Panel

Unfortunately, there is no guarantee your business will get a knowledge panel result, but there are some things you can do to increase your odds if you are a local business.

The first step to getting your own knowledge panel is to claim your Google My Business account. Once you have verified your account, make sure you add as much information to your listing as possible, including:

  • Name
  • Address information
  • Phone number
  • Website
  • Opening hours
  • Photos of your location

After you complete this, make sure you also verify your site on Search Console. This will allow you to better understand how Google interacts with and understands your website.

Finally, for businesses, we recommend you add the structured data markup for your business, especially if you work in a specialized field that requires its own schema. You can find out more about what schema is right for your business on Schema.org.

Doing all of this should greatly increase your chance at getting a knowledge panel for your business.

If your business is more personality or brand driven, Google ultimately decides if you have enough authority or people searching for you for a knowledge panel to appear.

Creating great content, having a great UX experience and building a trustworthy brand are your best chances of gaining a knowledge graph.

How Do You Edit a Knowledge Panel?

If you are lucky enough to win a knowledge panel, you will need to verify it in order to suggest edits to Google. Getting an edit approved on a knowledge panel can take a long time so be patient. The hoops you have to jump through for claiming a knowledge panel will vary based on several different factors.

Note: Google does not have to accept your recommended changes if they feel like the information you provided is inaccurate or if they can’t find information online to support it.

In order to have the best chances of having your edits made, make sure to provide the correct documentation and follow their guidelines. Typically, it is much harder to get a knowledge panel for a personality or brand than it is a business. If you do get one, it’s important to curate it to ensure the information presented is correct at all times to ensure the best possible user experience.

Knowledge is Power

Ultimately, knowledge panels are a great way to give users the information they are looking for quickly and efficiently.

If you own a local business, getting one is almost essential for driving the kind of results you need to grow your business.

If you are interested in further improving your search engine optimization, we recommend checking out our free e-book on how online reviews help or hurt your local rankings.

About the Author

Kayla Zamary
Marketing Manager

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