Google Knowledge Panel – A Must Have For Local Businesses

What is the Google Knowledge panel

Visibility is critical for local businesses striving to make their mark in the digital world. One powerful tool in your digital marketing arsenal can be the Google Knowledge Panel, a feature offered by Google that provides a snapshot of your business right on the search results page. Not only does it help increase your online presence, but it also adds credibility and trust to your brand.

What Is The Knowledge Panel On Google

The Google Knowledge Panel is a box that appears on the right-hand side of the search results page when a user performs a Google search for entities that are in Google’s Knowledge Graph. 

This includes businesses, persons, places, and things. The Knowledge Panel is an information-rich display that aims to answer a searcher’s query without the need to click through to a website.

Inside the Knowledge Panel, users typically find:

  • Snapshot of Information: This includes basic details like location, hours of operation, and contact information for businesses. For individuals or items, it may display a brief biography or description.
  • Images: The Knowledge Panel often displays relevant photos. These could be pictures of the storefront, products, or logos for businesses.
  • Reviews: Google often populates the Knowledge Panel with reviews from Google users and sometimes includes reviews from other sites.
  • Related Searches: At the bottom of the Knowledge Panel, Google often includes searches related to the original query.

The information in the Knowledge Panel is drawn from various sources, including Google’s data, licensed data, data from the web, and user submissions. Google uses sophisticated algorithms to aggregate and present the most relevant information in an easy-to-digest format. It’s a powerful tool that can boost visibility and credibility for businesses and offers valuable information at a glance for search users.

Difference Between Google Knowledge Graph & Knowledge Panel

The Google Knowledge Graph and the Knowledge Panel are closely linked but different. The Google Knowledge Graph is a database that collects data from various sources and organises it into a vast network of entities, their attributes, and their relationships. Google uses this network to understand the context and connections of the data it processes.

On the other hand, the Knowledge Panel is a visual representation of specific data extracted from the Knowledge Graph. It appears when a user searches for a term in the Knowledge Graph. The panel provides a summary and highlights key information about that term. 

In short, the Knowledge Graph is the underlying system that collects and organises the data, while the Knowledge Panel is a user-friendly display of a subset of that data.

Why Local Businesses Must Have A Knowledge Panel

Local businesses reap numerous benefits by having their own Google Knowledge Panel.

  • Boosts Online Visibility: A Knowledge Panel makes your business more visible online. It gives you a prominent spot on Google’s search results page, making it easier for potential customers to find you. This increased visibility can translate into more foot traffic for physical stores and more clicks for online businesses, therefore a must for any local SEO campaign.
  • Builds Trust and Credibility: The Knowledge Panel lends legitimacy to your business. Displaying your business’s important information in a neat, organised manner right on Google can help establish trust with potential customers. This can be particularly beneficial for new businesses still building their reputation.
  • Provides Quick Access to Key Information: With a Google Knowledge Panel, customers can quickly access critical details about your business—such as location, hours, and contact information—without having to click through to your website. This convenience can make your business more appealing to customers, particularly those locally based and searching for immediate information.
  • Highlights Customer Reviews: Reviews are critical for local businesses, and a Knowledge Panel aggregates these reviews for easy viewing. Positive reviews on your Knowledge Panel can help attract new customers; even negative reviews can be turned positive if managed correctly.
  • Links to Social Profiles and Website: A Knowledge Panel can include links to your business’s website and social media profiles. These links provide additional channels for potential customers to engage with your company and can help increase your overall online presence.

See the example below of a pub location in London and how the knowledge panel provides a user with tonnes of information, helping the user to make decisions quickly.

Google knowledge panel for a London pub

A Google Knowledge Panel is not just a nice-to-have but a must-have for local businesses. It’s a powerful tool that can boost your online visibility, build customer trust, and provide quick access to key business information. Therefore, local businesses should prioritise claiming, verifying, and optimising their Knowledge Panel to maximise these benefits.

How A Small Business Can Claim A Knowledge Panel

To claim a Google Knowledge Panel as a small business, the following steps should be undertaken:

  1. Check for Existing Knowledge Panel: First, do a Google search for your business to see if Google has already created a Knowledge Panel. This is often the case if your business has been around for a while or has a significant online presence.
  2. Google Business Profile: If you can’t find a Knowledge Panel for your business, the next step is to create or claim your Google Business Profile. You can do that here. Ensure that all the information you provide is accurate and up-to-date.
  3. Verification: After setting up your Google Business Profile, you must verify your business. Verification can be done through various methods, including via phone, text, postcard, or video. Google will guide you through the process based on the information you provide.
  4. Populate Your Profile: Once verified, populate your Google Business Profile with as much information as possible. This includes your business hours, contact information, address, description, photos, etc. The more complete your profile, the more helpful your Knowledge Panel will be to potential customers.
  5. Stay Active: Regularly update your Google listing with new photos and respond to reviews. You can also publish posts to keep customers up to date with your business activity. This activity signals to Google that your business is active and engaging with customers, which can improve your chances of maintaining a prominent Knowledge Panel.

Remember, claiming your Knowledge Panel isn’t a one-time task. It requires ongoing maintenance to ensure the information displayed remains accurate and beneficial to your potential customers.

Other Types Of Knowledge Panels

Apart from Local Business Knowledge Panels that are typically used by businesses, there are several other types of Knowledge Panels that Google uses to present information. Here are a few examples:

  • Brand Knowledge Panels: These are used for well-known brands and display information like the logo, description, headquarters, founders, and brand products.
  • Person Knowledge Panels: Person Knowledge Panels are used for famous individuals such as actors, authors, and public figures. They may include birthdate, education, awards, and notable works.
  • Book Knowledge Panels: These panels provide information about specific books, including the author, publication date, and a brief synopsis. They might also include reviews and similar book recommendations.
  • Event Knowledge Panels: These are used for specific events or festivals and provide details such as date, location, and a brief description.
  • Film Knowledge Panels: These panels provide details about a specific film, including its release date, director, cast, and a brief synopsis. They might also include reviews and similar film recommendations. Below is an example for the film ‘Titanic’.
Titanic Google knowledge panel

Each type of Knowledge Panel is designed to provide the most relevant and detailed information about its specific subject, helping users find the information they need quickly and easily.

Grab Your Digital Real Estate

In conclusion, Google Knowledge Panels provide vital digital real estate that businesses and individuals can leverage to boost their online visibility, establish credibility, and provide users with crucial information at a glance.

Whether it’s a Local Business Knowledge Panel, a Brand Knowledge Panel, or any other type, the importance of claiming, verifying, and optimising your Knowledge Panel must be considered.

It’s a dynamic tool that requires ongoing engagement to ensure the information stays accurate and beneficial. So, make the most of this feature to maximise your digital potential and enhance your online presence.

Remember, your Knowledge Panel is more than just a simple search result; it’s a powerful snapshot of your digital identity.

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