When most of us think of Search Engine Optimisation (SEO), the first thing that comes to mind is usually that it helps your business to climb higher in ranking in search engine results page (SERPs), and it does. But there is more to it than meets the eye. Google keeps expanding its ecosystem with features that offer their customers more valuable information on the search page itself. Beyond those organic results, there’s more to optimise on a SERP in Google Knowledge panel. But what exactly is knowledge panel and how does it work for you?
Knowledge panels are the information boxes that appear on the right side of the page in Google when you search for entities such as people, places, organisations, or things that are in the Knowledge Graph. Its’ purpose is to provide you with a quick snapshot of information on a topic, based on the way Google understood the available content on the web. It includes information about your business such as your logo, company information, photos, summary of services, company background, Google reviews rating, and other relevant details that you have set to appear in it. This is what our knowledge panel looks like:
Here’s how Google knowledge panel can work for you:
1. It makes life easier for users
A knowledge panel conveys your brand’s credibility and authority. These are two of the major factors that are considered to contribute widely to your website’s traffic and conversions. The presence of a knowledge panel indicates that Google understands your brand, which enables it to extract the relevant data relating to your brand accordingly. When Google deeply understands your brand, it provides a good ranking for your website. Knowledge panels are particularly important for local businesses as they mean your potential clients can see where you’re located and key information about your business at a glance.
2. It boosts the visibility of your business
Knowledge panel is incredibly effective at boosting the visibility of your business. Adding it to your SEO strategy helps you to stand out against those at the top of the search results page, which makes your brand and your business more prominent. Typically, those paid ads are from your competitors so when you create a knowledge panel for your business, it can push those ads down below. In some cases, Google may even stop including the sidebar ads completely. And importantly given the rise in searches from mobile devices, the knowledge panel also stands out in search results on mobile phones and tablets.. Whatever device a consumer uses for searching, knowledge panel works to increase your visibility and brand awareness when you’re placed at the top right side of the search results page.
3. It can display additional features
There are a number of additional features that can appear in a knowledge panel, including these:
- Questions and answers – the knowledge panel has a consumer-facing and crowdsourcing feature which allows consumers to ask questions. The businesses can then answer directly within search and without doing further clicks. Users can also “thumbs up” the questions and answers which greatly influences the Q&A to appear on the panel and in search results.
- Blog-style posts – the knowledge panel has a feature that allows businesses to post short blog-style posts of 300 words or less. It appears directly in the panel which is an additional route to communicate with the customers directly without additional clicks. This is a great way to provide your customers with information about your latest products, special offers, company news, and events. It also encourages you to keep fresh content all the time as your post in knowledge panel expires after 7 days.
Google knowledge panel is an excellent addition to your SEO strategy. It can be a great ally for search results especially if you have many competitors who target the same keywords as yours. You can get the edge over your competition if your knowledge panel is found most relevant by Google.
There are two types of knowledge panels. First are the brand panels which contain general entity details such as product descriptions, social profiles, and the creation date of the entity. The other one is local panels which contains information such as the location of the business, the complete address of the business, and reviews. While this is the case, it can be said that the Google knowledge panel is mostly beneficial to local businesses, but this doesn’t mean that it’s not useful to larger businesses too. Larger businesses benefit because when a user searches for their business specifically, they are guaranteed that it’s their official and verified information that will appear on the search.
How to get Google’s knowledge panel working for you
There are some steps you need to take if you want to get Google’s knowledge panel to start working for you. The most important ones are:
- Claim it
- Verify it, and
- Complete your Google My Business listing.
There are more steps to ensure that the knowledge panel works well for your business, but those 3 are the place to start. If this sounds a little intimidating, we’re here to help. Our team of experts can create quality content for you to post on your knowledge panel as well as a range of other services to help you appear at the top of search results. Just check out some of our work here or contact us for a chat.