{"id":9681,"date":"2018-11-09T09:51:48","date_gmt":"2018-11-09T09:51:48","guid":{"rendered":"https:\/\/wordlift.io\/blog\/en\/?p=9681"},"modified":"2021-10-22T12:58:27","modified_gmt":"2021-10-22T10:58:27","slug":"knowledge-panel","status":"publish","type":"post","link":"https:\/\/wordlift.io\/blog\/en\/knowledge-panel\/","title":{"rendered":"Why The Knowledge Panel Is Critical For Your SEO Strategy"},"content":{"rendered":"

As search engines move toward voice search<\/a><\/strong>, mobile personal assistants adoption is growing at a fast rate. While the transition is already happening, there is another interesting phenomenon to notice. The SERP<\/a> has changed substantially in the last couple of years. As Google rolls out new features that appear on the \u201cabove the fold\u201d (featured snippets, knowledge panels, and featured snippets filter bubbles), those allow us to understand how voice search might look.<\/p>\n

In this article, we\u2019ll focus mainly on the Knowledge Panel<\/a><\/strong>, why it is critical, and how you can get it too.\u00a0<\/p>\n

The Knowledge Panel: The Google’s above the fold worth billions<\/h2>\n

\"Knowledge<\/p>\n

The Knowledge Panel is a feature that Google provides quick and reliable information about brands<\/strong> (be them personal or company brands). For instance, in the case above, you can see that for the query \u201cwho\u2019s Gennaro Cuofano<\/a>\u201d on the US search results, Google is giving both a featured snippet (on the left) and a knowledge panel (on the right).<\/p>\n

While the featured snippet aims to provide a practical answer, fast; the knowledge panel aims to provide a reliable answer<\/strong> (coming from a more authoritative source) and additional information about that brand<\/strong>. In many cases, the knowledge panel is also a \u201ccommercial feature<\/strong>\u201d that allows brands to monetize their products<\/strong>. For instance, you can see how my knowledge panel points toward books on Amazon that could be purchased in the past.<\/p>\n

This space on the SERP<\/strong>, which I like to call \u201cabove the fold,\u201d has become the most important asset on the web<\/strong>. While Google’s first page remains an objective for most businesses, it is also true that going toward voice search traffic will be eaten more and more by those features that appear on the search results pages, even before you get to the first position.\u00a0<\/p>\n

How does Google create Knowledge Panels<\/strong>? And how do you get one?<\/p>\n

Knowledge Panel examples<\/h2>\n

Here are some examples of Google Knowledge Panels<\/strong>, which refer to different search categories (sports, books, movies, celebrities).\u00a0\u00a0<\/p>\n

SPORT\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 BOOK\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<\/strong><\/p>\n

\"tennis\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\"jane\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<\/p>\n

MOVIE<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0FAMOUS PERSON<\/strong><\/p>\n

\"titanic\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \"dalai \u00a0\u00a0\u00a0<\/p>\n

Knowledge panel: the key ingredient is Google’s knowledge vault<\/h2>\n

\"Brand<\/p>\n

As Google points out<\/a>:<\/p>\n

When people search for a business on Google<\/a>, they may see information about that business in a box that appears to the right of their search results. The information in that box, called the knowledge panel, can help customers discover and contact your business<\/strong>. <\/em><\/p>\n

In most cases, you’ll notice two main kinds of Knowledge Panels<\/strong>:<\/p>\n