How Kinsta Secured a Google Knowledge Panel and Boosted Brand Visibility [Case Study]
Industry Context: Why This Matters for SaaS & Hosting Brands
According to recent industry research:
- 60% of SaaS companies lack a Knowledge Panel despite strong content strategies.
- Companies with Knowledge Panels see up to 20% more branded search clicks.
- In competitive B2B spaces like hosting, entity recognition is becoming a major SEO differentiator.
For brands like Kinsta, ensuring that Google understands who you are, what you do, and why you matter is essential not just for rankings but for trust, conversion, and long-term growth. Read the full SEO Case Study to know how.
The Goal: Visibility That Converts
As Kinsta expanded globally, it became increasingly important for the brand to present a unified and consistent identity, one that Google could understand, recognize, and showcase.
Their primary objective was to gain a Knowledge Panel on Google, a visual, authoritative presence in the SERP that could:
- Improve brand visibility.
- Build trust with potential customers.
- Reinforce Kinsta’s position in a highly competitive market.
The Outcome: Clear Recognition and Increased Authority
- Google Knowledge Panel Secured
- Improved brand consistency across platforms
- Stronger presence in Google’s Knowledge Graph
- Clean and structured data supporting visibility and discoverability
By clarifying Kinsta’s digital footprint and aligning their data across sources, WordLift helped Google confidently identify Kinsta as a single, authoritative entity.
The Challenge: Confusion Across Markets
Despite having strong content and SEO foundations, Kinsta faced a major obstacle: Google was unsure who they were.
- The brand appeared with different descriptions and data in the US and UK.
- Inconsistent profiles across directory websites in different countries diluted authority and confused Google’s algorithms, for example, the Knowledge Panel incorrectly displayed Kinsta’s founding year as 2014 (reflecting the UK entity), instead of the correct 2013.
- While structured data was in place, it lacked consistency. Kinsta’s organization entity included outdated details, such as a closed office in Hungary, which was later removed to reduce inconsistencies and improve clarity.
This fragmented information prevented Kinsta from gaining a Knowledge Panel and limited their brand exposure across key search journeys.
We’ve seen lots of positive results and are happy to be working with a tool that’s ahead of the curve, helping us to take advantage of all of the features available to make our results more visible in Google.
Sam Gooch – SEO Strategist at Kinsta
What We Did: Align, Structure, and Enrich
To help Google better understand Kinsta and eliminate the noise that was limiting their visibility, we focused on aligning data, strengthening technical foundations, and enriching their entity profile.
We started by cleaning up inconsistent information across the web—such as conflicting brand profiles in the US and UK—and provided Kinsta with a curated list of authoritative platforms (like Crunchbase, LinkedIn, and Wikipedia) where they needed to review and standardize key details. This was essential to establish a single, trusted version of the brand.
From a technical perspective, we conducted a comprehensive structured data audit and delivered clear recommendations to improve Kinsta’s schema markup across high-priority pages. These efforts are designed to help Google better interpret and connect Kinsta’s content to the brand.
To strengthen Kinsta’s presence in Google’s Knowledge Graph, their team is enriching the brand’s Wikidata entry with our consultation. This work supports improved entity recognition and contributes to stronger visibility in relevant search contexts.
Conclusion: Visibility That Builds Trust and Growth
Today, visibility means more than appearing on page one of Google. It’s about showing up clearly, consistently, and in a way that both search engines and users recognize and trust.
By investing in entity-based SEO and Knowledge Graph optimization, Kinsta was able to:
- Take control of how their brand appears in search.
- Build stronger trust signals across all platforms.
- Lay the foundation for scalable, AI-ready visibility.
This isn’t just a win for Kinsta, it’s a strategy that applies to any brand operating in a competitive digital space. If your business is struggling with fragmented visibility, inconsistent brand signals, or missed opportunities in the SERP, we can help.
Want to Take Control of Your Brand’s Visibility?
Explore our Visibility Solution, a proven framework to help your brand stand out, earn trust, and grow through structured data and entity-based SEO.
Let’s make your brand unmistakable in search.
