When you search for a popular show, celebrity, politician, or brand on Google, you might notice a panel on the right side of the results page. That’s the Google Knowledge Panel!

It’s designed to give you a quick snapshot of key facts about the person, place, or brand you’re searching for.

A Google knowledge panel isn’t just informative but can also boost your brand’s credibility and online visibility. According to the Search Engine Journal, the click-through rate (CTR) in the first two organic positions drops if a knowledge panel appears for the keyword. A huge drop from 28% to 16% can be seen in the CTR.

But you can take advantage of this SERP feature and increase your visibility. In this article, we will learn What a Google Knowledge Panel is and how to secure a panel for your brand.

What is Google Knowledge Panel?

A Google Knowledge Panel is a short and clear information box appearing on the top right side of the search engine results page. It offers details about famous people, places, organizations, brands, or even specific things like animals, plants, movies, or music.

These panels are generated automatically using Google’s knowledge graph, providing a quick summary of relevant information gathered from diverse sources across the Internet.

Every search query doesn’t trigger a Google Knowledge Panel. This panel is generally reserved for entities that Google recognizes as important and distinct. This ensures that users receive the most relevant information at first glance.

Here’s a Google knowledge panel example for the desktop browsers:

3 Ways to Secure Knowledge Panel for Your Brand

Google automatically creates a knowledge panel for your brand, business, or famous entity. However, there are some best practices that you can use to hint at Google for a better understanding of the information about your brand. Here are some ways by which you can maximize your chances and learn how to get a Google Knowledge panel.

1) Creating an Entity Home Page

The first crucial step in establishing your Google Knowledge Panel is determining your “entity home page.” This is the page Google primarily associates with your brand or entity – the go-to source for information about you.

Ideally, this page should focus exclusively on your brand or entity without distractions. While your website’s homepage might seem like an obvious choice, a dedicated “About Us” page often offers greater control over the information presented.

Although a Wikipedia page can benefit your online presence, it’s not recommended as your entity home page. You want a page you can directly manage and update. This ensures that the information Google displays in your Knowledge Panel remains accurate and consistent.

2) Clearly Present the Facts

On the “About Us” page, state facts that you think are important for your brand. Keep the information simple, descriptive, and the facts true. You can also add links to the sources that talk about you or your company. The better the backlink is, the more trust it gains from Google and its users.

You can also add schema.org markup (structured data vocabulary) to help search engines understand the context of the data provided. 

Here’s an example of organization schema markup:

By doing so, you are just updating the information in a way Google can easily understand.

3) Supporting the Facts

To guarantee accuracy, double-check the information on your entity’s home page against reliable sources. Ensure the details on each linked page match what you say. The more consistent your information is across trustworthy websites, the more likely Google will view it as accurate. Ideally, have each linked page link back to your entity’s home page to create a continuous loop of verifying information.

How to Claim Your Google Knowledge Panel?

So, as we know, the Google knowledge panel is generated automatically. What you can do is claim it if it’s for your brand. The first step in claiming a knowledge panel is to search whether your brand has one or not. If yes, you can simply claim it by getting verified on Google.

Google automatically creates Knowledge Panels, but if your brand has one, you can claim it. First, search to see if your brand’s panel exists. If it does, you can claim the Knowledge Panel by getting verified on Google.

Here’s the complete process:

Click the “Claim this knowledge panel” button shown at the footer of the Google knowledge panel. This will redirect you to the Google Knowledge panel verification page. You will see a custom MID (machine-generated identifier) number specific to you as an entity. The MID will be visible to you like this: https://posts.google.com/claim/?mid=%2Fm%2F01d8pr.

Click the “Get Verified” button. Then, you will be taken to a page where you have more than one option to verify you are the entity. From there, you will have to select one option and go ahead and sign in.

The verification options typically include a YouTube handle and social media handles like Twitter. You can also verify your knowledge panel with Search Console if you manage the official website

When the process is completed, the “Claim this knowledge panel” button disappears. After that, you will have the authority to edit knowledge panel Google, where you can suggest changes.

In case you have wrong information on your Google Knowledge Panel, you have the ability to update it.

Steps to Edit Google Knowledge Panel

Now you know how to claim your Google Knowledge Panel. The next step includes editing the inaccurate information on the panel. However, you can only suggest changes to be edited as Google itself generates the Knowledge Panel, and you can’t do much about it. You can also add user to Google Knowledge panel so that they can also manage your panel.

You can suggest the following changes to Google:

• Featured images
• Titles
• Subtitles
• Descriptions
• Social media profiles and many others

The steps to manage knowledge panel are as follows:

• Step 1: Sign in and Check Activity: Go to Google Search and sign in with the Google Account you used to verify your identity. Make sure you have “Web & App Activity” turned on in your settings.
• Step 2: Search and Locate: Search for your name or your entity’s name in Google. Find the knowledge panel on the search results page.
• Step 3: Click “Suggest Edits.”: Look for the “Suggest edits” button at the top of the knowledge panel and click it. If it’s not visible, sign in with the correct verified account.
• Step 4: Select Information: Click the “Edit” (pencil) icon next to the information you want to change.
• Step 5: Describe Changes: In the feedback box, clearly state what’s wrong with the current information and what should be removed, and provide links to reliable sources supporting your suggestions.
• Step 6: Submit Feedback: Click “Send” to submit your suggested edits to Google.
• Step 7: Wait for Review: Google will review your feedback, which usually takes a few days. You’ll receive an email with the outcome.

Note: You must be signed in with a verified Google Account to suggest edits. If your account isn’t verified, you’ll need to verify it or have someone with a verified account add you as a user.

How Google Generates Knowledge Panel?

Google Knowledge Panel is generated automatically using data stored in Google’s knowledge graph. This graph is a massive database of interconnected facts about various Google entities. This database is updated and expanded regularly using information from a variety of authentic sources across the web.

Here’s the breakdown of Google’s process of generating a knowledge panel:

Step 1: Entity Recognition

The search queries are analyzed using Google’s algorithm, which identifies the entity being searched. The entity could be a person, place, organization, or thing. After understanding the context and user search intent, Google shows relevant search results that would be understandable by the user effectively.

Step 2: Information Gathering

Google gathers relevant information about the entity from various sources, including:

• Wikipedia: A primary source for structured information.
• Official websites: The entity’s own website and social media profiles.
• Other reputable sources: News articles, publications, and other trustworthy websites.

Step 3: Information Verification

Google’s algorithms analyze data from the web, and information is fact-checked to be accurate and reliable. The emphasis is placed on sources that are considered respectable and authoritative in the given field. These include different news organizations, educational and research units, and prominent experts. This ensures that users get trustworthy and relevant information in response to search queries.

Step 4: Panel Generation

Google automatically generates a Knowledge Panel that summarizes key information about an entity. This panel typically features a brief description, an image, important facts, and links to relevant websites. By providing this snapshot, Google helps users quickly access verified information on various topics.

What Factors Cause Your Google Knowledge Panel to Disappear?

A Google knowledge panel can disappear for a number of factors. Here are a few reasons that we know and you can avoid if you want your brand to appear at the top:

1) Knowledge Graph Update

Google’s Knowledge Graph undergoes regular updates, which can significantly impact the information they consider factual and, consequently, the knowledge panels displayed. If your entity doesn’t have a designated home or enough supporting evidence, these updates can pose a risk. A Knowledge Graph sensor can be a useful tool to monitor these data refreshes and algorithm changes.

Here’s the latest data from Kalicube’s knowledge graph sensor:

This graph shows the total number of entities in Google’s main knowledge vault or knowledge graph at a particular time. It also shows how the latest Google algorithmic changes impact the confidence of entities, including the percentage that has changed.

2) Losing Your Entity Page

The existence of your knowledge panel often relies on reliable reference sources like Wikipedia, Twitter, or LinkedIn. These sources act as a pillar of support for your entity’s recognition by Google. If these sources disappear or become inaccessible, you may also get your Google Knowledge Panel disappeared from SERP.

For instance, if your Wikipedia article disappears for any reason or if your “About” page goes offline, you might lose the knowledge panel. Similarly, deactivating a Twitter account that served as the primary reference for your panel could lead to its removal. 

Therefore, ensuring the continued existence and accessibility of your chosen “foundation” source is crucial for maintaining your knowledge panel in the long run.

3) Human Intervention

In some cases, Google staff might remove knowledge panels due to concerns over their accuracy, duplication, or spammy nature. 

The first two reasons are self-explanatory, but the concept of “knowledge panel spam” requires further clarification. This type of spam occurs when individuals manipulate or create knowledge panels using tactics that violate Google’s established guidelines. 

Some common examples of such tactics include paying for fake Wikipedia-like entries, setting up fan websites dedicated to oneself, and issuing numerous press releases solely for the purpose of triggering a knowledge panel.

How Do You Track Keyword Ranking for a Knowledge Panel?

One of the SEO best practices involves checking your keyword ranking for SERP features like knowledge panels. One way to do this is to use tools like Semrush to analyze your keywords and domain.

Here’s how to do it:

• Paste your domain in the “Organic Search” and go to the “Positions” tab.

• Click on the “SERP features” and then choose “Knowledge Panel” from the drop-down menu. This will filter out the ranking of keywords for the Google knowledge panel.

• You can select these keywords and add them to the list by clicking on the “Add to keyword list” button. This can help you organize the keywords and optimize them accordingly.

Benefits of Google Knowledge Panel 

The Google knowledge panel can improve your brand’s online visibility and trustworthiness. Here are a few reasons why they are important:

• More Traffic and Conversions: This feature can also include direct links to your website, services, or products, generating more leads and organic traffic. They can also display how-to guides, FAQs, videos, and images. These provide more value to the users and increase their engagement.
• Improved Authority and Credibility: These are present at the top of Google’s search results. If your brand ranks, it makes your brand stand out and signals its credibility and relevance to the users.
• SEO Benefits: Knowledge panels can positively impact your SEO performance by improving your authority and brand’s visibility.
• Brand Image and Reputation: On a knowledge panel, you can see your logo, social media handles, and website. This can help users learn more about you and your business. If you are a service provider or an ecommerce business, Google knowledge panel can also feature reviews and ratings, which can boost the reputation of your brand. 
• Free Advertising: Google Knowledge Panel acts as a free form of advertising. This highlights your brand and the services without any additional cost.

Conclusion

A Google Knowledge Panel is a free and powerful way to boost your brand’s visibility and reputation in search results. By crafting a clear “About Us” page, ensuring accuracy, and linking to credible sources, you increase your chances of securing this prime SERP real estate.

Once the Google knowledge panel has been claimed, regularly update your panel to maintain control over your brand’s narrative. However, Google knowledge panels can disappear due to algorithm changes or inaccurate information. Stay vigilant and maintain a strong online presence, which can help you retain this valuable asset and drive long-term success.

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