The Google Knowledge Panel is the box of information that often appears on the right of Google search engine result pages (SERPs). Google’s knowledge graph powers this box, which offers information about topics, people, events, places, and more. It includes the most important facts about the topic and can provide a quick and comprehensive answer to your search query. The knowledge panel gathers information from multiple sources, including Wikipedia and other websites.
The Google Knowledge Panel can also feature relevant images and links to related topics. Google’s algorithms work to try to make sure the information in the knowledge panel is useful, accurate, and up-to-date. The knowledge panel lets users learn about a topic straight from the Google search results page, and digital marketers and brand owners try different tactics to try and ensure they appear within the knowledge panel.
Challenges of Google Knowledge Panels
Google knowledge panels are a helpful tool for searching and learning about topics on the web. They provide quick facts about your search topics in an easy-to-understand format. However, Google knowledge panels present a number of challenges for digital marketers, including:
They are difficult to manipulate
Knowledge panel data are difficult to manipulate because it comes from reliable and authoritative sources such as Wikidata, Wikipedia, and other data partners. Google checks all sources for accuracy by Google before adding them to the knowledge panel list. This makes it difficult for anyone to manipulate or add false information.
Limited information control
Only certain types of information can be included in a knowledge panel, meaning a business or individual cannot include any data they choose; they only suggest edits. It ensures that only the most relevant and important facts are displayed in the panel. Furthermore, no one can completely alter a knowledge panel. Updates on the Google knowledge panel is automatic as web information change, but Google also considers user feedback.
How to Get a Knowledge Panel on Google
Google has long been a leader in providing users with authoritative and accurate data. To make that data even more accessible, Google created knowledge panels. However, you do not create your knowledge panel on Google but Google determines if your entity is notable enough for one.
How do you acquire this panel? Here are the criteria for how to get a knowledge panel on Google.
Feature on a Wikipedia page
When collecting data for its knowledge graph, Google analyzes several reliable sources, including Wikipedia. This is partly due to the stringent policies Wikipedia has established to ensure that all articles published on the website are truthful and free of bias. Being listed on the platform gives you access to one of the internet’s most reliable information sources. It is among the most visited websites globally, thus a good platform to establish your business. There are two ways to feature on this platform: creating Wikipedia backlinks by fixing broken links or creating a page.
Use your website as a tool
Knowledge Graph also pulls data from websites. If you want a knowledge panel, your website must be properly optimized. This means including the necessary schema markup and keywords in the content. Ensure all the web information is factual, updated, and has a detailed “About Us” page that accurately describes your brand.
Feature on reputable third-party websites
Besides Wikipedia and your website, Google considers reputable publications as data sources. Feature on popular platforms like BBC News and the New York Times, and your chances of appearing on the Knowledge Graph increase significantly. Establish yourself as a trustworthy information source.
Boost your online presence on social media
Social media is a powerful tool for getting noticed. Interact with your followers, post regularly, and share posts from other accounts to broaden your reach and build a strong online presence. Always feed the knowledge graph with updated information about you and your entity.
How to Your Claim Knowledge Panel
While Google determines the content of a knowledge panel, you can suggest edits for knowledge panels related to your business or personal profile. Below are the steps for you to claim the knowledge panel:
Get verified on Google
Before you can claim a knowledge panel, you must be verified as a representative of the ‘entity’ (such as a company or person) you wish to claim the knowledge panel for.
Search for your brand/entity
Search for your brand or entity in Google’s search engine. You will have an opportunity to see what users see on the panel. Determine the impression it leaves on users.
Click on suggest edits for this knowledge panel
Once you find your knowledge panel, click on “suggest edits” at the top of the knowledge panel. Any user can suggest edits to the information displayed on a knowledge panel, but Goolge will prioritize feedback from people linked to the entity the panel is about.
Add users
You can also add other users who will have access to the panel and make changes. It is a great way for brands to collaborate with others and keep their knowledge panel up-to-date.
Importance of Having a Knowledge Panel on Google
Knowledge panels offer several advantages that help businesses and individuals achieve their goals.
Increase search and brand visibility
Claiming knowledge panels on Google gives your entity greater visibility. It gives potential customers quick and easy access to information about your products and services.
Establish authority
Having a knowledge panel on Google gives you higher credibility. Potential customers who see your business associated with high-quality and reliable information will likely trust you.
Boost user experience
Google knowledge panels provide an easy way for customers to find the information they seek. They also help customers quickly and easily decide what services to hire or products to buy.
Reputation management
Claiming knowledge panels on Google help manage your business’s reputation. It allows you to control the available information about your business and ensure it reflects positively on you.
SEO benefits
Your panel will appear in the SERP, and people searching for specific terms will see your panel containing relevant information. This increases the chances of organic web traffic and higher ranking in SERPs.