What are Google Knowledge Panels?
Have you ever noticed those boxes on the right side of the screen on the Google search engine results page (SERP)? They display information about a particular business, person, product or service. Those are what we call a Google Knowledge Panel. They appear very clearly on desktop devices, but on a mobile device, it can be a little harder to spot.
On desktop, you’ll find the knowledge panel on the right side of the screen, to the right of the search results, and on a mobile device, you will find it generally above or in the middle of search results.
Google knowledge graphs are knowledge bases used to include Google knowledge panels to simplify the search experience. Originally introduced in 2012 to showcase restaurants and hotels, Google Knowledge Panels are now used for a variety of searches. These panels can be seen for businesses, products, and services like plumbers, electricians, and even general contractors.
In this article, we will review the use of Google Knowledge Panels, how they are different from your Google Business profile, and how you can make the best use of it to promote your offerings.
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How do Knowledge Panels Differ from Business Profiles?
Google Knowledge Panels are different from Google My Business business profiles in one main way: the former is informational and the latter is promotional.
The Knowledge Panel appears on Google Maps and business listings appear on Google search results. The Google Business Profile tool creates a detailed profile of your business that includes much more data than what can be included in the Knowledge Panel.
In addition to displaying your brand name and linking to your official sites, the Knowledge Panel provides users answers to common questions that you can customize, like your hours of operation or your location on a map. The panel also displays information like reviews, ratings, and images associated with your business from websites like Yelp or Facebook.
On the other hand, the Google Business Profile imports data from third-party sources such as:
Social media accounts
The latest news articles from blogs
Published events related to your company
Videos about your company
A place for customers to post their own reviews about your company
All in all, the biggest difference between these two tools is just how much customization you have when using them to share data about your company and your reputation management.
Why Businesses Should Claim Knowledge Panels in Google
Knowledge panels are a valuable business asset that should not be ignored. You may be wondering how can they make a difference for your home service or local business?
Knowledge panels can:
Provide more control over the information searchers see about your brand
Ensure you provide the most accurate and updated information such as your phone number and operating hours
Link to your social media profiles for better engagement
Choose the best images that represent your local business and services
Improve your search engine optimization (SEO) efforts
Steps to Claim Knowledge Panels in Google
Ready to claim your knowledge panel? Here’s how you can get started.
1. Sign into your Google Account.
Sign in to your Gmail email address. If you don’t have one, it’s highly recommended by Google you set one up to manage your business listings and more.
If you use a specific account for your business profile, sign in through that one.
2. Search for the knowledge panel topic.
Next, do a simple Google search for the industry or topic your business is linked to. For example, if you’re a roofer you can seach for “roofers in [location/city]”. This helps you see what prospective searchers see when they look for terms related to your business. You can also target related topics so your business gets more visibility.
Keep searching for the best knowledge panel topic until your business comes up. Make sure it is your business and not someone else’s.
3. Click the claim knowledge panels link.
Under the knowledge panel, you’ll find a link that says “Claim this knowledge panel”. Click on it.
After this, Google will guide you through the process to claim that specific panel. Depending on the type of panel it is (associated to a person, an entity, or a business), the required steps may vary.
Google uses different algorithms to display the most relevant information in those panels, so it will prove beneficial to claim it for your business.
4. Look for profiles you can use to claim knowledge panels.
Google will require different connections from other platforms that verify you are the right owner/contact for that knowledge panel.
Make sure you prove your identity by connecting the right profiles. These can include YouTube, Twitter, Facebook or other social media platforms of your choice.
5. Give access to everyone on your team.
Finished claiming your profile? Great! Now it’s time to share access with others on your team—just remember that they should have active Gmail addresses.
All you have to do is go to the Manage Users page. From here, you can add people directly and manage their permissions/access restrictions. Keep in mind that only owners and managers can add or delete others for access to the panel.