Editorial Staff
Have you ever search for any actor or actress on Google and see the short biography of them on the right panel box of the search result?
This is called a Google knowledge panel.
Wondering how to get one?
In this module, you’ll going to learn in depth about how the knowledge panel work and how to get one.
Google Knowledge Panel
As you’ve learnt in the previous module, Google knowledge panel is one of the SERP feature which show a short description or biography of all kind of thing.
It can be business, people, plant, animal, or even country.
The knowledge panel always appear on the right side of desktop search result.
Google created this SERP feature to give a quick preview or brief of information about the topic.
How does The Google Knowledge Panel Work?
Let’s put it this way: whenever Google can spot an entity in a user search query, it can possibly show the knowledge panel.
However, you might notice that the knowledge panel never show anything randomly, unless they are verified sufficient.
There are three things that affect how Google decided to show knowledge panel:
- Google’s algorithm confidence that they have correctly understood the facts about the entity.
- The probability that the user search query refers to a specific entity.
- Whether the algorithm judges a knowledge panel to be helpful to the user.
This explain why we often see some actors or actress have their own knowledge panel since the probability is high when user is referring to the entity.
Google gather the information from multiple credible sources such as:
- Wikipedia
- Crunchbase
After gathering the information, Google then stored it on the Google’s knowledge graph.
Why Getting into a Google Knowledge Panel is Great?
Showing up on the Google knowledge panel is like achievement for any brands or businesses.
This is because, it shows credibility and trustworthiness of your brand.
Then, it also help you to dominate more SERP real estate.
A knowledge panel is ensuring your brand will stand out in the search result.
How to Get into Google Knowledge Panel?
It is true that Google decide whether to show or not a thing in their knowledge panel.
But still, there is some ways to increase the chance to get one.
Step 1: Set Up The Base
The base is the webpage where the entity ‘lives’ in Google’s mind. The go-to place for information about the company.
It can be any page, as long as that page talks only about the company. Pages that cover multiple entities should never be used as an entity home.
You want that page to be on your site, where you have 100% control of the information, rather than on a site you do not control, such as Wikipedia, or a site you only semi-control such as Twitter or LinkedIn. Google prefers that it is on a site you own.
It is better to have the entity home on a dedicated ‘about’ page rather than the homepage. That is because you want to keep the homepage very attractive to users.
Without an entity home you control, your knowledge panel will always be flaky, prone to errors, and liable to disappear.
Step 2: List Down The Facts
On the entity home, state the facts you want Google to understand in the form of a simple description using multiple sections (one for each aspect) with helpful, factual, and simple headings to each section.
Step 3: Schema Markup
Add Organization Schema markup to communicate that same information in Google’s native language. It’s just reiterating what you say on the page in a format Google can digest natively.
The schema markup should contain links to the sources that talk about your company that Google is likely to trust.
Step 4: Support The Base
Now, it is time to get the information available on other site than your base.
For example, setting up Wikipedia page, LinkedIn, Crunchbase, and etc.
All you need to do is to make sure the facts and information on those pages so that they confirm what you say on the base. If possible, have the same (or a very similar) description on each one.
Consistency is key. The more the machine sees the same information on sources it trusts, the more confidence it has that the information is accurate.
Better still, if every source links back to the entity home, then you create an infinite loop of self-confirming information with the webpage you control (the base) and the place it comes back to every time.
Step 5: Link Building Game
It is easier to get into Google knowledge graph if your brand is being mentioned often on the internet.
Mentions from credible newspaper such as Forbes, TechCrunch, and etc.
