Knowledge Panels are a type of rich results in Google’s search results pages. They can show information about all kinds of things: businesses, people, animals, countries or plants, for instance. Such a panel appears on the right side of your screen in the desktop search results. It shows details on the particular entity you’re searching for. What you see in this panel is powered by Google’s Knowledge Graph.
The knowledge panel is a feature that Google uses to provide quick and reliable information about brands. Be them personal or company brands. For instance, in the case above you can see that for the query “who’s Gennaro Cuofano”. The US search results Google is giving both a featured snippet (on the left) and a knowledge panel (on the right).
The Importance Of Google Knowledge Panel
If you want to be found for search terms like your name, brand or business name, a Knowledge Panel is really useful! If Google decides to show you or your business in this panel, you pretty much dominate the search results on the right side of the screen in desktop search. In mobile, the panel will appear between other results but is pretty dominant as well.
A Knowledge Panel will, therefore, make sure your company or brand will stand out in the search results when people are specifically searching for it. That’ll give you lots and lots of clicks. This does make sense: if people are searching for you or your brand name, they probably want to find your website. So Google’s providing them with the best result.
Is It Possible To Have One?
As with all types of search results, Google will decide whether or not it’ll show a knowledge panel in the search results. If you’re a local business, you can do some things to increase your chances to rank with a knowledge panel. For the branded and personal panels, it is much harder to obtain such a knowledge panel.
Knowledge Panels For Locals
If you want a chance of Google displaying a local panel for your business, the first step is to open a Google My Business account. You’ll then be able to verify that you are the owner of your business. After that, you can add or edit all relevant information about your business, such as address information, opening hours and photos.
What also helps, is to verify your site with Google Search Console and to add structured data markup for businesses, as our Local SEO plugin does. In the end, Google will decide whether or not to show a Knowledge Panel. Relevance, distance, and the prominence of the business are all important aspects for Google in determining if it’ll show one Making sure your website is working well and on a high-authority domain could enhance your chances.
Google Panel For Persons
It’s not possible to apply for a branded or personal panel. Google will decide whether you or your brand is worthy of a Knowledge Panel. If you or your brand have enough authority, a panel will appear. Brands and people who are well-known and have, for instance, Wikipedia pages, often have Knowledge Panels as well.
Find And Check Your Panel
If you have a personal Knowledge Panel, make sure to verify it. Verifying is not all that hard. Follow the steps Google has outlined for you in this article. You need to log in to your Google account and sign in. One of your official sites or profiles to get verification for your business. Once verified, you’ll be able to suggest changes in the panel to influence what it looks like.