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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.

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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

7 signs that your website design is out of date

(MARKETING) Just as styles of clothes come and go, website styles can date your business. How can you tell if your design is stuck in the past?

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Just as styles of clothes come and go, website styles can date your business. How can you tell if your design is stuck in the past? Here are 7 things to consider about your design style:

1. Sans serif or not? With 4K in full effect, serif types are coming back into vogue. A serif typeface is one with small lines attached to the end of a letter.

Sans serif typefaces, those without those small lines, were introduced for readability on mobile devices which used to have much lower resolution.

2. Are you constantly changing colors to keep up with trends? Although the “best” color for marketing changes annually, it’s not really about what color you use. It’s about consistent design with color saturation.

3. Where do you work? Sitting at a desk waiting for inspiration is a thing of the past. Get out in the world and work on your tablet to enhance your ideas and take pictures to bring more elements into your design.

4. What’s your perspective? Look through your social media account and look for variety in your photos and posts. Find a new angle for photos and text to give more interesting content.

5. Are you using trends to brand your company? Coloring books have been the hot ticket item in 2016 and 2017, but the population has already moved on to the next thing, so why would you hop on an old trend and send out branded coloring books?

Use trends in marketing, but not for branding.

6. What’s your design style? Flat design is a trend that is going by the wayside. Get one step ahead by using elements to add depth to your site.

7. Do your templates look like templates? WordPress is great for small businesses, but when you use one of the templates without any customization, you look like you don’t know what you’re doing.

Spend a few dollars and get some help implementing your own images and graphics to fully adapt your site.

This assumes that your site has already been on the cutting edge. We’re still seeing a number of small businesses who don’t have much content about their business.

Having a website is vital in today’s economy, and even if you’re the only one in your community that provides your service or product, you cannot expect to stay on top by just having a minimal website.

Make it a part of your marketing strategy to update your site weekly and keep your customers engaged.

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Real Estate Marketing

Turning your blog posts into tweets: Marketing or distracting?

(MARKETING) Wordpress has unveiled a new feature to turn your blog posts into tweets. But just because you can’t doesn’t always mean you should.

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Blog post being written on laptop in front of colorful TV

If you’ve got both a WordPress blog and a Twitter account, it’s now easier than ever to share content between the two platforms. This week, WordPress introduced a new feature that allows you to turn entire blog posts in tweetstorms, with “just two extra clicks.” The question is, should you?

The tool will automatically break up your post into Twitter-sized chunks, and will do it’s best to start a new tweet at the end of, rather than mid-sentence. However, it will also let you see a preview of the tweetstorm before you publish so that you can make sure you agree with how the content has been broken up. Videos and images in the post will also be added to the Twitter thread. You can add an introduction, if necessary, and a link to the original post will be included at the end of the thread.

You’ll need to connect your Twitter account to your WordPress, if it isn’t already. The feature can also support multiple Twitter accounts so you can post in multiple places at once. However, the feature only works on new posts – you can’t go back and turn an old post into a Twitter thread.

The reverse process – turning tweets into blog posts – has already been available on WordPress for quite some time. When you embed a tweet into WordPress there is an “unroll” option that imports the full tweetstorm into your post.

While some bloggers have responded positively to this option, Twitter users seem less than thrilled that their feeds may now be flooded with lengthy tweetstorms.

One user, @theregos, sarcastically tweeted, “Can’t wait for food bloggers and their 87-tweet threads on a recipe.” Another, @elliottrains, said, “Your scientists were so preoccupied with whether or not they could, they didn’t stop to think if they should.” Many people love Twitter precisely because its word count limit forces creators to be concise and feel that Twitter is no place for longform content.

Meanwhile, marketing experts question whether there’s much use in diverting traffic away from your site and onto Twitter, where you can’t as easily assess metrics or monetize your following. If you have an enthusiastic Twitter audience, it might be worth it, but otherwise you’re just giving more traffic to Twitter instead of to your own site. As one AG editor put it, site owners will be “cutting off their traffic nose to spite their marketing face.”

What do you think? Is this new feature more helpful or harmful?

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Real Estate Marketing

All brokers should require agents to shadow their clients for a day

(MARKETING) Knowing what your client wants is essential to make the sale and improving relations, and the best way to do that may be shadowing them.

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shadowing your clients

When it comes to moving, the phrase “the devil’s in the details” can take on a whole new meaning. Most people have adjusted to their current living situations in ways they might not even notice – and some of those aspects of their living space might be more crucial than they realize.

This could be anything from power outlet locations to kitchen cabinet sizes to a doorway free of steps. These small details can easily be lost during a hectic house hunt.

So, how can you, as a Realtor, keep track of details that the clients don’t even think to bring up? One potential solution is to shadow them for a day before offering housing options.

Okay, yes, at first glance “shadowing a client” sounds an awful lot like the awkward career shadowing we were put through in high school and college, but hear me out.

Spending an average day with your clients can give you better insight into how they operate and what they prioritize. Maybe they take more advantage of the kitchen bar than they’ve let on. Maybe they’re utilizing doorways to set up child barriers – something that might not work as well in a more open floor plan. Maybe their kids like to read in window nooks. Sure, a client might be able to live without things they’ve gotten used to, but think of how great it could be if they didn’t have to compromise.

Point is, with a cheerful attitude and a perceptive eye, you might be able to gain more insights into your clients.

Not only could shadowing help you understand how a client operates, though, it can help deepen your bonds with them. Getting to know each other can help establish a level of trust that could make the upcoming house-hunt easier on both of you. After all, it helps make it clear that you are looking out for your client.

Plus, creating good relationships with clients will make them more likely to use your services again – and recommend you to others!

Did you know that the National Association of Realtors (NAR) requires everyone on their staff (and we mean everyone) to shadow a Realtor for a day so they understand their members’ needs? If they take this meaningful step, why don’t you?!

Shadowing clients might seem unorthodox, but it could also be a great way to get to know individuals and their unique needs.

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