If you’re looking to rank better in search, going straight to Google may be one way to achieve that goal. Using the variety of search tools they provide can help you feel more confident that you’re reaching the right people and they’re seeing what you want them to see. Working with your Google Knowledge Panel is one of these options. Today, we’re going to give you five fast facts about how to use this tool and why it can help.
What Is a Google Knowledge Panel?
Have you ever done a Google search for someone or something famous, like an actor or a brand? That bar that appears on the right of the search engine results page (SERP), with all their information, is the knowledge or author panel. Google collects content about that person or business from across the web and shares the most prominent information in the panel, like a summary. The search engine introduced this feature in 2012, expanding it over the years to include content like:
- Social media profiles
- Contact information
5 Fast Facts About Google Knowledge Panels
Here are five things you may not know about Google’s Knowledge Panels:
1. They Can Help Your SEO
The more information we can give Google about our businesses, the more familiar its bots can become with us. We know that search engine optimization (SEO) relies heavily on backlinks, on-page content, keywords, and other factors to get people the most relevant results. Having this kind of panel run right through Google can function similarly to a Google My Business listing. It provides all the important links and information in one place. It’s a good way to connect all your profiles and make it easier for crawlers to create links among your information to perform better in search.
2. Claim Them To Make Your Edits
Like Google My Business profiles, claim your knowledge panel to make edits and control what information appears there. Without intervention, Google’s algorithm decides what goes in these panels, but that might not be what you want to convey to searchers. To claim your knowledge panel, you need a Google account and a way to prove your identity. Simply search Google for your name or company name and in the knowledge panel, click the button that says “Claim this knowledge panel”. You’ll notice in the image above, this option is available for Linda Ronstadt’s panel.
3. Google Requires Verification Before You Get Access
Just because Linda Ronstadt’s knowledge panel is unclaimed, we at CopyPress can’t just snag it and update it how we want. You have to be able to provide proof that you’re the individual, a member of their team, or an employee of the company or institution to claim the panel. In short, you have to be able to prove you are who you say you are.
You can do this by signing into an official site or profile listed in the generated knowledge panel. These options include Google-related programs like YouTube and Google Search Console. Facebook and Twitter are two more alternatives. If you don’t have a presence on any of those platforms, Google may ask for additional information to verify your identity.
4. Every Organization Doesn’t Have a Knowledge Panel
Small businesses, startups, or online-only businesses may not get auto-generated knowledge panels. Unfortunately, you can’t just create your own the way you can add a location to Google Maps. You’re at the mercy of the algorithm. But there are things you can do to trigger Google into giving your business a knowledge panel. Some options include:
- Claim your Google My Business listing and keep it updated
- Create a Wikipedia page for your company.
- Focus on your NAP (name, address, and phone number) when sharing it across the internet to ensure consistency.
- Claim your directory listings on sites like Yelp so you’re in control of the contact and official information shared there.
- Encourage and monitor reviews to help Google bots better understand your business.
5. People May Have More Issues Getting a Knowledge Panel
Like businesses, not all prominent people have a knowledge panel and you can’t just create one. This is because of the ambiguity of names in search. For example, if you search for my name in Google without additional context, you can’t find information about me until the sixth and seventh results on the main page. Everything up higher than that has nothing to do with me. And my name isn’t even that common.
If you’re a writer, journalist, or author trying to make your presence online more credible with a Google Knowledge Panel, you make have a trickier time triggering one than a business. There are some tips to try to get Google to recognize you as an individual:
- Build out about pages and homepages on personal websites, blogs, portfolios, and company bios.
- Stay active and consistent with social media profiles like Twitter, LinkedIn, and Facebook.
- Distribute your content to as many third-party channels as possible. CopyPress can help you with these content syndication needs.