Marketing tips

Google’s Knowledge Panel: What is it and how to get one?

Pamela Obeid

Google’s knowledge panel is just what it sounds like - a panel filled with knowledge.

You know when you type in a business name on Google, there is that little box on the right that shows the company name, address, phone number, Google reviews, and everything in between?

Yep - that’s Google’s knowledge panel.

Nowadays, it comes up for a lot of searches - from movies and TV shows to celebrities.

If you have a local, branded, or personal panel, you or your SEO agency could potentially influence what Google shows in this panel.

Curious? We don’t blame you! Read on to find out more.

What is a knowledge panel?

Knowledge panels are classified as ‘rich results’ that come up on Google’s search results pages. They show information for businesses, people, animals, plants, and countries, giving users a quick preview of information on a certain topic.

Fun fact - the text, images, and all info seen on this panel are powered by Google’s Knowledge Graph.

Why should I care?

Oh, trust us - you definitely should!

If you want to easily be found for search terms such as your name, brand, or business name, a knowledge panel is golden for this.

If Google decides to show either yourself or your business in this panel, you’re essentially dominating the search results, whether this be on desktop or mobile.

A knowledge panel, in a nutshell, makes sure that your company or brand stands out in today’s oversaturated market. You’ll get tons of clicks - especially as if someone is searching for your specific name or brand, they’re probably looking for you anyway. Google’s just helping them get there a tad quicker.

How can I get a knowledge panel for my business?

As is the case with all search results, Google decides whether or not a knowledge panel is shown in the search results.

Despite this, there are ways that you can provide specific information to use for your panel. It can be harder to even push for a panel as a brand or a person, but local businesses have a few tricks they can use to increase their chances.

Local panels

The first step in having Google display a local panel for your business is to open a Google My Business account. This will allow you to verify yourself as the owner of a business.

After this, you can add or edit all relevant information about your business - such as opening hours, photos, and address information - all of which will be shown in your knowledge panel.

It can also help to verify your site with Google Search Console, and adding structured data for businesses - this will help make sure that Google is able to ‘read’ your site well.

Overall, Google will then decide whether or not to have a knowledge panel show up for your business. A few factors that will come into play include distance, relevance, and the prominence of the business.

Pro tip - ensure our website is working properly, and on a high-authority domain. This will boost your chances!

Check out our company panel below:

Branded or personal panels

Unfortunately, you can’t apply for a branded or personal panel. Google will instead make the decision or whether or not you or your brand are worthy of a knowledge panel.

If you or your brand hold enough authority, a panel will definitely appear.

Those who have a Wikipedia page dedicated to them will often have a knowledge panel too!

Verifying your panel

If you are one of the lucky ones with their own personal knowledge panel, make sure you verify it. You can do this in a few easy steps:

  1. Sign into your Google Account (or create one), and go to Google Search.
  2. Search for yourself or the entity that you represent.
  3. On the knowledge panel, at the bottom click Claim this knowledge panel.
  4. Review all of the information.
  5. Sign into one of the official sites listed, such as YouTube, Twitter, or Facebook.
  6. You’re all done!

Once your knowledge panel is verified, you can suggest changes in the panel which can influence what it looks like. You can also update relevant information with ease - it is your information, after all!

That's all, folks!

In case we haven’t made it clear enough - knowledge panels are an amazing asset to have in Google search results.

For your local business panel, you should do everything in your power to make sure you have one, and that it’s as up to date as possible.

For branded or personal panels, it’s not as easy to get a panel - but keep working on your branding, and anything is possible.

Google’s knowledge panel dominantes search results, and of course, you want to do all you can to stand out as much as possible. Because of this, knowledge panels are the key.

Still confused on how you can enhance yours? Chat to Local Digital today - get a free proposal with us, and we'll transform your Google Knowledge Panel from drab to glam.

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What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

Static and dynamic content editing

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Pamela Obeid
Pamela is the Digital Marketing & Podcast Coordinator at Local Digital. A self-proclaimed nerd, she thrives off all things social media, podcast, and video, propelling the LD brand to brand new heights.

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