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What is the Google Knowledge Panel?

The Google knowledge panel is the box located on the right side of the Google search results page that contains about a business or brand. The panel generally appears when you search for a specific business by name. It’s intended to help consumers quickly see relevant information such as location, hours, contact information, and reviews.

For local businesses, the Google Knowledge Panel is yet one more spot for locals to pay attention too. Consumers don’t have to even visit your business in order to learn about it. All they have to do is look at the reviews from various sources such as yelp, facebook, the knowledge panel, and other review sites. As a business owner, it’s your responsibility to make sure all your information is up to date.

Two Types Of Knowledge Panels

Branded Knowledge Panel:

Shows information about large corporations rather than individual business locations. For a large franchise business, the information displayed might be:

  • CEO
  • Date founded
  • Stock price
  • Location of headquarters
  • Number of locations
  • Number of employees
  • Customer service numbers

May have links to corporation’s social media profiles, websites, and there will be a section for similar businesses at the bottom of the page. Only businesses that have a major online presence will get to be on the knowledge panel. Local knowledge panels are easier to get due to people searching for those specific businesses.

Local Knowledge Panel:

  • Address
  • Star-rating
  • Reviews
  • Phone number
  • Popular times
  • Hours
  • Link to website
  • Pictures

Information added to help consumer gain as much knowledge as possible directly from the search results page and helps businesses with hyperlocal marketing. Displays different information based on the industry. The Knowledge Panel has buttons that link to the business’ websites and social profiles. Relevant for multi-location businesses because it’s up to the owner to ensure the buttons link to the appropriate pages and sites for each individual business location.

Editing and Claiming The Knowledge Panel

Google my business allows you to claim your business’ local and branded knowledge panel. Until you establish your Google My Business profile, your business will not receive a knowledge panel. Once you have established the knowledge panel, you can begin to suggest edits. Business owners are not allowed to edit the knowledge panel directly, they can however suggest edits as long as you’re the verified owner of the Google My Business Page.

The content on your knowledge panel is very important. It’s the first thing that people will see when the information pops up about your business. If Google gives your business a knowledge panel, your business will be featured on the right side of the search result page. Google Questions and Answers and Google My Business Reviews, Google is giving consumers more control over your brand’s reputation.

How Can My Business Appear In The Panel

Due to Google keeping their algorithms a secret, there is no known answer on how to get your business on the panel. Business owners need to consider this though: relevance, distance, and the prominence of the business all contribute to its standing in local search results.

Cons of the Knowledge Panel:

Since Google does not tell you how to get on the knowledge panel, there are some steps that you can take to make sure that you do. LinkedIn, Yelp, Facebook, and other sites are places that you want to update your site information on in order to get on the knowledge panel. It’s equally important to respond to user-submitted questions and reviews to protect your business.


Published by Sarah

Hello! I'm a self-employed entrepreneur. I enjoy affiliate marketing and photography in my spare time. I am currently in college for communications in social media and working towards my undergraduate degree in graphic design.

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