Google’s knowledge panel: What is it and how to get one?

Google’s knowledge panel is the block you’ll find on the right side of your screen in the search results. Nowadays, you’ll see it for a lot of queries. It presents the results of Google’s Knowledge Graph, which can be seen as an engine connecting all kinds of data Google finds on the web. If you have a local, branded or personal panel, you may be able to influence what Google shows in the panel. Here, we’ll explain how.

What is a knowledge panel?

example of a knowledge panel: princess jasmine
An example of a knowledge panel

Why should you care about knowledge panels?

A knowledge panel will make sure your company or brand stands 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 information on you or your website. So Google’s providing them with the best result.

How do you get a knowledge panel for your business?

Local panels

What also helps, is verifying your site with Google Search Console and adding structured data markup for businesses, as our Local SEO plugin does. We discuss this topic in-depth in our Local SEO training.

In the end, Google will decide whether or not to show a knowledge panel for your business. Relevance, distance, and the prominence of the business are all important aspects for Google in determining if it will show one. Making sure your website is working properly and on a high-authority domain could enhance your chances.

Read more: Improve your local SEO with Google My Business »

Branded or personal panels

For Yoast, we have a knowledge panel about our company. Our founder Joost de Valk also has a personal panel and since a while, as you can see, I have one too!

Knowledge panel Marieke van de Rakt
My own personal knowledge panel!

There are ways to increase your chances of getting in, as discussed in our podcast with Jason Barnard or this webinar with Jason and others. But it will take lots of time and effort and unfortunately, success isn’t guaranteed.

Yoast SEO and the Google knowledge panel

What is structured data?

Our Yoast SEO plugin outputs a complete Structured data graph for the pages on your website. Structured data offers Google relevant information about you, your business and your website in a way that’s understandable for machines. Therefore it’s a great help for Google’s Knowledge Graph.

By doing so, Yoast SEO’s structured data graph helps Google’s Knowledge Graph connect the dots. This doesn’t mean you’ll necessarily get a panel, but you will offer the necessary data for the panel in the best possible way.

In Yoast SEO, you can also add your social profile information. Yoast SEO will also use this data to output the correct Schema markup. This means that, if you get a panel, the right social profiles are shown.

How to verify your panel

Conclusion on Google’s knowledge panel

Keep reading: What is Google’s Knowledge Graph »

The post Google’s knowledge panel: What is it and how to get one? appeared first on Yoast.



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