Until recently, the only way for your brand to be picked up in a Google search knowledge panel was to have a page on Wikipedia. But that’s no longer true. Google has expanded its sources for “trusted” information. Your brand can appear in a knowledge box, but it’s going to take some leg work.
- Make sure you have a prominent “About Us” page on your website that lists factual information. Be clear on who you are and what you do. Plus, your content should be useful and engaging, and the page itself should be easy to navigate and accessible on any device.
- Next, add schema markup and include as much detail as possible. Basically, schema tells the search engines what your data means, not just what it says. By adding Schema markup, search engines can almost instantly figure out what every piece of your content means. Tools like Yoast can help you with this, and with creating snippets.
- When Google builds a knowledge panel, they pull from and cross-reference a wide variety of sources; LinkedIn, Google My Business, Bloomberg, and Crunchbase which you can get for free. They’ll also look at news sites and industry sites where you have been mentioned to review your expert authority. It helps if you’ve been writing content on a regular basis, promoting your brand, and have earned media, from third parties.
Also be sure to register your site with Google Search Console and of course with Google My Business. One thing to always remember, Google loves Google.
I’m Robin Samora with the Fast Marketing Minute. Having a Google Knowledge Panel is just one of hundreds of ways to build brand authority. To get there, you need a plan. Let’s talk about building you a marketing and PR plan to up level your business. Find me at RobinSamora.com. Talk tomorrow!