{"id":16502,"date":"2020-09-17T10:57:42","date_gmt":"2020-09-17T15:57:42","guid":{"rendered":"https:\/\/theamericangenius.com\/housing\/?p=16502"},"modified":"2020-09-17T11:00:40","modified_gmt":"2020-09-17T16:00:40","slug":"knowledge-panels-are-the-equivalent-of-google-gold","status":"publish","type":"post","link":"https:\/\/theamericangenius.com\/housing\/real-estate-marketing\/knowledge-panels-are-the-equivalent-of-google-gold\/","title":{"rendered":"Knowledge Panels are equivalent to Google gold: Here’s how to get them"},"content":{"rendered":"

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\u2019t even need to click through the list of top results?<\/p>\n

Those are Google\u2019s nifty Knowledge Panels. For clued-in digital marketers, they are coveted real estate, but they\u2019re not one of Google\u2019s well-known products<\/a>.<\/p>\n

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.<\/p>\n

Got questions? We\u2019ve got answers.<\/p>\n

What is a Knowledge Panel?<\/strong><\/p>\n

In short, Knowledge Panels are a big shortcut into your online information.<\/p>\n

A Knowledge Panel is a box of information that sometimes appears on a search engine results page (SERP)<\/a>. They\u2019re on the right side on desktop or at the top on mobile. (FYI: Paid ads always get the top spot because money.)<\/p>\n

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.<\/p>\n

What you see depends on what type of information you seek. Typically, you\u2019ll 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\u2019ll also get website and social links. Then may come a few relevant facts, contact information for businesses, or products for sale.<\/p>\n

Thomas Jefferson\u2019s panel gives you his birth and death dates, term as president, spouse, and vice presidents. Adele\u2019s panel links to music services such as Spotify, songs on YouTube, and her social profiles.<\/p>\n

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<\/a>. (Fortunately for REI, the answer is yes.) There\u2019s also a question and answer section, reviews, and specific product listings.<\/p>\n

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

If you want more of the nuts and bolts, check out Google\u2019s blog post, \u201cA reintroduction to our Knowledge Graph and knowledge panels<\/a>.\u201d<\/p>\n

Who can get one?<\/strong><\/p>\n

Knowledge panels aren\u2019t 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\u2019re worthy by demonstrating relevance and authority through your digital presence.<\/p>\n

If you\u2019re a thought leader or entrepreneur who\u2019s wondering if you can make the grade, having a Wikipedia page is a good indicator that shows you\u2019ve already been deemed worthy by the internet.<\/p>\n

Do I really need one?<\/strong><\/p>\n

No, but the benefits to businesses are big enough that it makes sense to shoot for that brass ring. Knowledge panels can:<\/p>\n