What is a Knowledge Panel SERP feature on Google?
A Knowledge Panel is a prominent feature on Google's search engine results page (SERP) that appears when users search for specific entities such as people, places, organisations or things. It offers a concise summary of information about the searched entity, typically displayed on the right side of desktop search results or at the top on mobile devices. Knowledge Panels can also appear for board topical searches where an informational answer is presented in the Knowledge Panel.
The Knowledge Panel contains key facts, images and relevant links sourced from Google's Knowledge Graph, a semantic database of information managed by Google. Depending on the nature of the the search query and the presented Knowledge Panel, it may include:
A brief description of the entity (if a business/person/individual etc.)
Images
Key facts and figures
Social media links
Related search topics
Reviews (for businesses)
Here is an example of an answer-based Knowledge Panel:
Image source: Google Results Page
Here is an example of a Knowledge Panel for an entity:
Image source: Google Results Page
Benefits for organic site visibility
Securing a Knowledge Panel for your content can significantly enhance your organic visibility on Google. Here are the key benefits:
Increased prominence and site traffic: Knowledge Panels occupy prime real estate on the SERP, making your brand more visible to searchers. They offer a highly prominent space, increasing exposure to potential customers. Links within the Knowledge Panel can drive more traffic to your website.
Enhanced credibility: The presence of a Knowledge Panel shows that Google recognises your entity as relevant and trustworthy to the user's query. It acts as a "stamp of approval," indicating that Google considers your entity notable and credible.
Improved brand image: Knowledge Panels showcase your logo, social media profiles, and other key information, allowing users to quickly learn about your brand. They can also function to provide answers to informational queries about certain topics.
Competitive advantage: Having a Knowledge Panel for your brand, or being included in an informational Knowledge Panel sets your brand apart from competitors.
Top 5 page optimisation actions for Knowledge Panel SERP feature visibility
To improve your chances of appearing in Google's Knowledge Panel, consider implementing these specific optimisation actions:
1. Implement Structured Data Markup
Use schema.org vocabulary to add structured data to your website by focusing on the following schemas:
Organisation schema: Implement this schema for your business. Include essential details such as the organisation's name, description, logo, social profiles, and contact information.
Person schema: Use this schema for individuals associated with your business. Provide information like name, job title, and relevant contact details.
Local business schema: Apply this schema for physical locations. Include key information such as the business name, address, phone number, operating hours, and geo-coordinates.
Ensure that you provide all relevant details to help search engines accurately index and display your information, enhancing your site’s visibility and usability.
2. Create and Optimise Your Google Business Profile for local businesses:
Claim and verify your Google Business Profile: Ensure that your profile is claimed and verified to manage your business information effectively.
Provide accurate and complete information: Enter all relevant details such as business name, address, phone number, and operating hours.
Add high-quality photos and videos: Upload high-resolution images and videos to showcase your business location, products, and services.
Encourage and respond to customer reviews: Prompt satisfied customers to leave reviews and respond to all reviews to engage with your audience and build trust.
3. Establish a Strong Online Presence
Create and maintain active social media profiles: Develop and regularly update profiles on major social media platforms to engage with your audience.
Ensure consistency in your brand name, address, and phone number (NAP): Maintain uniformity across all online mentions to avoid confusion and improve local search rankings.
Encourage mentions and links from reputable websites: Gain backlinks and mentions from credible sites within your industry to boost your site’s authority.
4. Develop High-Quality, Authoritative Content
Create a detailed 'About Us' page: Include your company's history, mission, and key personnel to provide a comprehensive overview.
Publish in-depth, informative content: Share detailed articles about your products, services, or areas of expertise to establish authority and provide value to your audience.
Include a press or news section: Add a section for recent updates and achievements to keep visitors informed about your latest developments.
5. Build Credible External References
Develop a strong backlink profile from reputable websites and institutions. To increase your chances of earning quality backlinks from external sources, consider implementing several strategies:
Create high-quality, unique and shareable content.
Reach out to relevant industry news outlets for guest posting opportunities where relevant and appropriate.
Participate in industry-specific webinars or conferences to gain authoritative links.
Collaborate with influencers or experts to co-create content.
When developing your link-building strategy, focus on quality over quantity. Aim for links from well-respected websites and online publications. These high-authority backlinks not only improve your site's credibility in Google's eyes but can also increase your chances of appearing within the Knowledge Panel SERP Feature.
By implementing these optimisation strategies, you can improve your chances of gaining visibility in Google's Knowledge Panel SERP feature. Keep in mind that while these actions can enhance your eligibility, Google ultimately decides which entities receive Knowledge Panels based on their algorithms and the information available in their Knowledge Graph.