Connect with us

Real Estate Marketing

Knowledge Panels are equivalent to Google gold: Here’s how to get them

(MARKETING) This major, but underutilized, Google product can boost your business’ visibility in search. Here are secrets to getting and utilizing them.

Published

on

Hands on Mac laptop looking at Google results.

You know how sometimes you google something and an info box on the right immediately catches your eye with a large image and a big, bold title? And how sometimes that box has the information you want, so you don’t even need to click through the list of top results?

Those are Google’s nifty Knowledge Panels. For clued-in digital marketers, they are coveted real estate, but they’re not one of Google’s well-known products.

How do they get there? That, my friend, is not entirely clear. The ways of Google are often inscrutable, but those clued-in marketers have been figuring it out. And if you figure it out for your business, your brand, or even your band, you can give your visibility a big booster shot.

Got questions? We’ve got answers.

What is a Knowledge Panel?

In short, Knowledge Panels are a big shortcut into your online information.

A Knowledge Panel is a box of information that sometimes appears on a search engine results page (SERP). They’re on the right side on desktop or at the top on mobile. (FYI: Paid ads always get the top spot because money.)

Google automatically generates panels by crawling through the web to grab information from multiple sources and producing a concise list of information it thinks is the most relevant.

What you see depends on what type of information you seek. Typically, you’ll see an image or several photos, a title, and a short description, which is often pulled from the first few lines of a Wikipedia page. You’ll also get website and social links. Then may come a few relevant facts, contact information for businesses, or products for sale.

Thomas Jefferson’s panel gives you his birth and death dates, term as president, spouse, and vice presidents. Adele’s panel links to music services such as Spotify, songs on YouTube, and her social profiles.

For REI, the panel leads with handy links to the website, customer service chat, and a phone number. Also handy: The cost of a membership is followed by a link to an article on whether the membership fee is worth the money. (Fortunately for REI, the answer is yes.) There’s also a question and answer section, reviews, and specific product listings.

Local businesses can display photos, directions, hours, and inventory. (Google explains how they source information for local listings, which can also include user-generated content like reviews.)

If you want more of the nuts and bolts, check out Google’s blog post, “A reintroduction to our Knowledge Graph and knowledge panels.”

Who can get one?

Knowledge panels aren’t just for the big players. Startups and small local businesses can get them just like Starbucks or IBM. Even local bands can get the same treatment as Adele. The key is to show Google you’re worthy by demonstrating relevance and authority through your digital presence.

If you’re a thought leader or entrepreneur who’s wondering if you can make the grade, having a Wikipedia page is a good indicator that shows you’ve already been deemed worthy by the internet.

Do I really need one?

No, but the benefits to businesses are big enough that it makes sense to shoot for that brass ring. Knowledge panels can:

  • Boost SEO and bring in more of those sweet organic search results.
  • Get potential customers into your sales funnel quickly and efficiently.
  • Make it easier for customers to find you with one click to directions or your phone number.
  • Support your brand identity.

Note that, while you can’t shape the initial information, you can request edits to add information.

Sounds awesome! How do I create one?

You can’t. Only Google can bestow this gift upon you. Its algorithms are judging you, your relevance, and your authority. If you pass muster, one day a Knowledge Panel could magically appear. Or not. (Try to have a healthy ego when you start this quest.)

But I want one. Is Google being unfair?

Is anything in life really fair? Does it matter? You can’t blame Google for wanting to make sure you’re legit. But you can do some things that may increase your chances.

OK, whatever. What can I do to increase my chances?

Be everywhere. Take inventory and assess your online assets. Good places to start: Your website is findable, clean, and explains what you do. You’re on as many social platforms as make sense for your business. Maybe you have some videos up on YouTube. You have a Wikipedia page if you’re eligible. (Creating one is a process, but Hubspot lays it all out for you.)

Make sure you’ve linked all your platforms to one another – your website to your Facebook to your YouTube channel and so on.

Google looks at both the quantity and quality of your online presence, so make sure your content is strong.

Open a free Google My Business account if you don’t have one. GMB is a directory that lets smaller local businesses connect with customers and increase their visibility based on geolocation. If you have an account, make sure it’s complete and up to date. (Hootsuite has a beautiful, comprehensive step-by-step guide to setting up and optimizing GMB.)

You’ll need to verify that you’re the owner via postcard, phone, or email. Once you’re verified, you can add and edit information such as your address and opening hours, which should appear in your Knowledge Panel.

The Knowledge Panel fairy visited me! What happens next?

At the bottom of the panel you should see this button:

Claim this knowledge panel button on Google, when ready to activate.

Click it and claim it! This will allow you to request edits. Make sure all info is accurate. (Take a look at ReviewTrackers.com for more info.)

This part of the process seems to be something that isn’t well known. As of this writing, business leaders like Simon Sinek and Warren Buffet, the Spanx brand, and even Starbucks do not appear to have claimed their Knowledge Panels. You can do better!

Anything else?

Be consistent with your wording. Take your mission statement, branding guidelines, value proposition, elevator pitch – all of it, and distill it into one clear and simple sentence that you use across platforms in bios or descriptions of your business. Google likes it when you do that.

Finally, ignore companies that promise they can get you a knowledge panel. They can’t.

The Knowledge Panel quest is something you can DIY with research and persistence. But if you work with a digital marketing agency, now you’ll know to ask them how they’re questing for you.

Just remember: There are no guarantees, but you should still go for the Google gold.

Lisa Wyatt Roe is an Austin writer and editor whose work has been featured on CNN.com/Travel, in Texas Parks & Wildlife Magazine and in the book “Seduced by Sound: Austin; 100 Musicians on Why They Make Music.” Travel and live music feed her soul. Volunteering with refugees feeds her sense of purpose. And making friends laugh feeds her deep (yet possibly sad) need to get all the laughing emojis on Facebook.

Real Estate Marketing

This mobile app logs your sales calls data to skyrocket your performance

(REAL ESTATE MARKETING) Salestrail is a startup that automatically logs calls so you can improve the performance of your sales calls with less hassle.

Published

on

Man on the phone in front of a laptop, making sales call.

Logging sales calls are important because they provide valuable data to businesses. Capturing inbound and outbound calls gives you insights on how to improve your calling strategies to boost your sales team’s efficiency.

Manually logging all that information can be a pain, but it doesn’t need to be. There are several call logging solutions, which make it easier to keep track of all that information. For instance, Salestrail is an automated call tracking software startup that automatically logs sales calls to an analytic dashboard.

Meant for business and remote sales teams, it uses a mobile app to capture and record calls and a cloud-based analytics dashboard to view and analyze call data.

The company’s mobile app works on both Android and iOS devices. It can log incoming and outgoing SIM and WhatsApp calls. Call logs can be viewed by date and phone number, and you can even configure the app’s setting to choose which calls you want to keep track of. However, recording calls is available on Android only, which you can manage and share through the dashboard.

In the Salestrail Dashboard, a variety of metrics are available at your disposal, such as the number of inbound and outbound calls, answered and missed calls, and the duration of a call. Reports can be customized and exported to Excel files. And with the captured data, you can also see which sales rep is performing the best. So, if you’d like, you can give them a pat on the back!

Most importantly, according to the company’s website, their product is “super-easy to use”, and it’s “made by salespeople, for salespeople.” No technical implementation is needed to use their product, and you can get started in less than one minute. Which, in my opinion, is a good thing, especially when it comes to non-tech savvy sales reps.

To get started, you create an account to access the dashboard and download their app. Once your account is set up, you can invite team members to join. You can do this by sharing your company’s sign-up link or emailing invitations directly through the dashboard.

Also, through Salestrail’s APIs, you can connect to your CRM. Call data can be automatically pushed to Salesforce and Hubspot.

Salestrails offers different pricing tiers for both monthly and annual plans. If you’d like to see if they’re right for you, you can sign up here.

Continue Reading

Real Estate Marketing

Steal this Apple marketing method to crush your competitors

Published

on

apple copy

Apple is a $2 trillion monolith of a company, and for countless good reasons. One of the primary reasons is their powerful marketing – one could argue they’re more famous for that than their actual product. Alex Garcia has a clear and concise guide to the process Apple uses to create compelling website copy, and it’s something you should absolutely try in your next round of marketing.

Garcia, a known marketing expert, breaks Apple’s copy down into 13 distinct techniques, the majority of which can be lumped into 3 categories:

  1. Appealing to customers
  2. Appealing to experts
  3. Appealing to the algorithm

Like any good marketing scheme, the majority of Apple’s techniques fall into the first category, but the overlap between these groups is what makes Apple’s copy stand out.

When appealing to customers, Apple tends to make things as simple as possible, sticking to a modern adaptation of the phrase “less is more.” This is a process that involves anything from rhyming (yes, seriously) and using alliteration all the way to creating short, energetic sentences that place the reader in the driver’s seat.

Apple also likes to focus on specific product details – edgeless screens, faster chips, camera abilities – as individual selling points, complete with supporting images. In theory, this makes it easier for the consumer to keep track of the benefits of the product.

And that energetic copy, often stemming from short sentences with the words “you” and “your” appearing organically, always accompanying those product details.

For what Garcia identifies as “scanners,” the most impressive information comes first (and uses the largest font), with the rest of the information following an “inverted pyramid” format in which details taper down from largest benefits to smallest benefits.

Apple’s overlap between experts and consumers is similarly notable. For the casual consumer, mentioning the new chip speed or information about the retina display on an iPhone stands out as impressive. And for experts who know how to read the specs they’re seeing, that first impression means just as much. Apple’s inclusion of those specifications in their copy (often in finer print than the bold, consumer-oriented headlines) makes all the difference.

Finally, search algorithms can flawlessly index Apple’s marketing copy due to copious use of keywords (words that don’t feel like keywords to the average consumer) in order to ensure that Apple products are recommended to as many undecided would-be buyers as possible.

Make no mistake: Apple has a metric truckload of other reasons for their success, many of which are well-outside of the grasp of most companies. But their marketing copy, and the confidence with which it is implemented, is something from which any business can learn. Before your next marketing push, consider how you’re appealing to all three categories, while your competitors only consider one (consumers).

Continue Reading

Real Estate Marketing

If you use WordPress or Google Ads, you need to know a battle’s brewing

(TECH) Whether WordPress or Google Ads are part of your business, their battle could impact how you market and/or make money.

Published

on

wordpress and google ads duking it out

WordPress is in the process of fighting back against Google’s alternative to third-party cookies, FLoC. If they win, it will be a massive loss for anyone using Google Ads in the coming months.

Federated Learning of Cohorts (FLoC) is Google’s pending replacement for third-party cookies. Instead of using third-party cookies to track browsing, FLoC automatically groups website visitors into “cohorts” that will see different ads depending on their recent activity.

It’s worth noting that, despite Google’s aggressive interest in phasing out third-party cookies, every web browser other than Chrome has opted out of using FLoC, and the EFF has accused Google of propagating further violations of users’ privacy.

But WordPress isn’t interested in the drama around the new tracking measures, opting instead to propose a plan in which FLoC would be blocked in the default settings on their properties. Should they succeed in making this a feature, Google Ads will be hindered substantially on WordPress domains, thereby hiding an estimated 40% of sites from Google’s advertising.

Matt Mullenweg, the CEO of WordPress’ parent company, confirmed that while the idea of blocking FLoC is still in its infancy,there is nevertheless “a proposal from a WP contributor to block FLoC by default.”

Search Engine Land also clarifies that this isn’t a difficult feature to implement, citing that “every programming language that powers websites typically carries a similar functionality” and positing that a paradigm shift for most websites therefore would be feasible.

“This would be relatively easy to implement if a website owner or developer wanted to do so,” writes George Nguyen.

A lot of the alarm regarding FLoC is predicated on the EFF’s risk assessment, with the organization categorically decrying this system as facilitating discriminatory and “predatory” grouping of users: “…placing people in groups based on their browsing habits is likely to facilitate employment, housing and other types of discrimination, as well as predatory targeting of unsophisticated consumers.”

Ultimately, FLoC is a mixed bag, but blocking it has clear and devastating implications for Google Ad campaigns across the board. In the fight between privacy and fair advertising, it’s typical to pick a horse and stick to it; it’s safe to say that FLoC and WordPress’ response to it will upset that paradigm for the foreseeable future.

Continue Reading
Advertisement

Our Partners

Get The Daily Intel
in your inbox

Subscribe and get news and EXCLUSIVE content to your email inbox!

Still Trending

Get The American Genius
in your inbox

subscribe and get news and exclusive content to your email inbox