Being visible on Google is essential in today’s business world. Your company is nearly invisible without a website, a presence on Google Maps, or active social media.
Does your business have a Google Knowledge Graph? If so, have you checked whether it’s up to date? Or perhaps you’re looking to create one from scratch?
In this article, we’ve gathered all the key insights to help you reach your target audience faster and more effectively. How does the Knowledge Graph impact SEO? And most importantly, is it worth the effort? Stay with us to find out!
What are Google Knowledge Graph and Google Knowledge Panel?
The Google Knowledge Panel is a section on the right of Google search results that displays key information about topics such as organizations, events, and public figures. It is generated for subjects that can be clearly defined, with data automatically retrieved from the Google Knowledge Graph.
Simply put, the Knowledge Panel (the Google Knowledge Card) visually represents the Knowledge Graph for users. While the panel content is automatically sourced from across the web, there is an option for the “owner” of a given topic to suggest edits and updates.
The Knowledge Graph is a vast database that gathers billions of pieces of information from various fields. This tool enables the creation of useful features such as the Knowledge Panel and helps identify relationships between data points, making it easier to analyze connections. Google introduced the Knowledge Graph in 2012, and it quickly began accumulating a massive amount of data.
Key differences:
| Feature | Knowledge Graph | Knowledge Panel |
|---|---|---|
| What it is | A database of structured knowledge | A visual information box powered by the Knowledge Graph |
| Purpose | Helps Google understand entities and relationships | Provides quick, summarized information in search results |
| Visibility | Works behind the scenes | Visible in search results |
| Data Source | Wikipedia, official websites, authoritative sources | Knowledge Graph + Google Business Profile for businesses |
| User Control | No direct control | Can be claimed and updated for businesses or personal profiles |
Google Business Profile (formerly Google My Business) listings are not Knowledge Panels. They are business profiles that display information provided directly by businesses.
What is the main goal of Google’s Knowledge Panel?
The main purpose of the Google Knowledge Panel is to organize data into a list of Google search results. This creates a one-stop shop where users can quickly access all the essential information about your company without needing multiple searches. In other words, everything in one place – isn’t that the ideal scenario for your business?
It’s important to remember that Google Knowledge Panels are not designed to promote an organization or highlight how great it is. Instead, their purpose is to provide useful, relevant, and factual information that aligns with users’ search queries. That means the content should be clear, concise, and truthful. While your website can offer in-depth details to engage potential customers, when it comes to Google panels, keep it classy.
How is data generated in the Google Knowledge Panel?
The Google Knowledge Panel compiles information from various sources, creating a comprehensive overview of a topic, event, or entity, including:
- Wikipedia
- Wikidata
- Other authoritative and trusted sources
- Verified individuals associated with the topic
For businesses, the panel typically includes a brief description, the founding date, and details about the headquarters, founders, and board members. It also provides links to social media profiles and other platforms, such as YouTube or Facebook. At the bottom of the panel, users may also see suggestions for related searches, such as Instagram or Yahoo.
For songs, the panel includes useful details such as a link to the music video, release date, lyrics, available streaming platforms, as well as information about the singer, album name, and genre.
For Christmas, the panel displays concept information sourced from Wikipedia, along with the holiday’s date. It is also enhanced with a gift-themed GIF and an interactive game that appears when clicked.
Advantages of Google Knowledge Panel
A clear and well-structured Knowledge Panel benefits users in several ways:
- Delivers key information at a glance – users can quickly access the most important details on a topic.
- Follows the “quick question–quick answer” principle, eliminating the need to visit multiple websites to find basic information.
- Visually appealing and user-friendly, aligning with Google’s Helpful Content Update, which prioritizes useful and relevant content.
- Boosts credibility and authority – being featured in the Knowledge Graph or having a business Knowledge Panel signals legitimacy and influence, making it a valuable asset in digital marketing.
This is because business owners, event organizers, and other entities have no direct control over the creation or content of a Knowledge Panel. Instead, panels are automatically generated based on data collected for the Knowledge Graph, making their appearance a form of recognition.
How Knowledge Graph and SEO Work Together?
As mentioned earlier, the Google Knowledge Graph simplifies searches by providing direct answers, eliminating the need for users to browse multiple websites. But this raises an important question: Is appearing in the Google Knowledge Panel beneficial for businesses?
After all, SEO (Search Engine Optimization) is all about driving traffic to your website. The goal is to have users click on your site from search results and take the desired action—whether it’s making a purchase, signing up, or engaging with your content.
From this perspective, the Knowledge Panel can be seen as a disadvantage for SEO. Since it provides answers directly in search results, users may find what they need without clicking through your site. This phenomenon is known as zero-click search, where users enter a query but don’t click on any links because they find the answer directly in the search results.
A similar effect occurs with featured snippets, which provide quick answers without requiring users to visit a webpage. However, they work a little differently. Knowledge Panels aggregate information from multiple sources and present it in one place. Featured Snippets, on the other hand, pull content from a single webpage and display it as a direct answer while still linking to the source. For example, by asking Google what is Public Relations, it gives us relevant information regarding our query.
However, there’s no need to view the Knowledge Panel negatively, as it provides several valuable benefits. While it may sometimes reduce conversions, it can also drive potential customers to your website and encourage them to engage with your business. In many cases, such as with songs, users may be directly redirected to a streaming platform or even purchase concert tickets, creating new opportunities for engagement and sales. Instead of seeing it as a limitation, businesses can strategically use the Knowledge Panel to enhance visibility and attract the right audience.
How to register the Google Knowledge Panel for an individual or organization?
Google allows you to claim a Knowledge Panel for a person or organization, but you cannot create one for a product directly. To display product-related information in a Knowledge Panel-like format, you need to add your products to the Google Knowledge Graph using product schema markup. For now, let’s explore how to create a Knowledge Panel for a person or organization.
- Report a Knowledge Panel for a Person or Organization
First, log in to your Google account to access your Knowledge Panel. Using an account linked to your business activities is best, such as your Google Business Profile or a business email address. Next, search for your company name (or your name) on Google and locate the Knowledge Panel on the right-hand side of the search results. Be sure to verify that the panel belongs to you or your organization and not to another company or individual with a similar name.
- Get Verified
Near the bottom of the Knowledge Panel, you can see a button that says “Claim this knowledge panel.” Click this button to begin the verification process. You’ll be redirected to a page explaining how to increase your presence on Google. Click “Get Verified” to proceed, which takes you to the “Get Verified on Google” form. Here, you need to confirm the name of the business or person you are verifying.
Next, you’ll answer a series of questions to prove your eligibility to claim the panel. Google may request:
- A photo of a valid ID
- Screenshots of online profiles, such as LinkedIn, Facebook, Twitter, or YouTube
Once you’ve completed the form, check the agreement box at the bottom and click “Submit.” On the final page, you’ll see a confirmation message stating that Google will review your request. Expect a confirmation email within a few hours or by the next day.
- Suggesting Changes
Once you’ve claimed your Google Knowledge Panel, you can:
- Choose a featured image
- Hide personal details like your date of birth or marital status.
While you cannot directly edit the content, you can suggest edits by clicking the “Suggest edits” link at the top or bottom of the panel. Just make sure you’re signed in to the Google account that requested the panel.
Before submitting an edit request, remember that Google sources this information from other websites. A more effective approach is to update the source first. If that’s not possible, you can suggest an edit through your Knowledge Panel.
How to add your website content to the Google Knowledge Graph?
The information in Knowledge Panels is automatically generated from the Google Knowledge Graph. While you can’t control exactly what content appears, you can optimize your website to ensure Google finds and understands your information.
By structuring your WordPress website correctly and using SEO best practices, you increase the chances of your content being included in the Knowledge Graph.
The best way to achieve this is by using Schema Markup to structure your website. Schema Markup is a specialized type of HTML code that provides search engines with detailed information about your website and its content. By implementing structured data, you help Google understand your business, services, and key details, increasing the chances of your content appearing in the Knowledge Graph and other rich search results.
So, here are 8 steps on how to set up your Knowledge Graph Information in All in One SEO:
- Log in to WordPress
Go to the All in One SEO (AIOSEO) plugin in your WordPress dashboard.
- Go to Search Appearance Settings
Navigate to All in One SEO » Search Appearance and scroll down to the “Knowledge Graph” section.
- Enter Website Information
Add your website name – this can be your company name or a more descriptive title like “My Succesful Business Blog.” Optionally, you can add an alternate name, such as an acronym or a commonly used variation of your brand name.
- Select the Type of Website
Choose whether your site is for an Individual or an Organization. This selection determines the type of Knowledge Graph that will display your information.
- Enter Additional Business Details
If you chose Organization, enter the following: Organization Name, Phone Number, (Optional) Select a team or department for the phone number from the drop-down menu.
- Upload Your Logo
Add your business logo with a recommended size of 112 x 112 pixels to display in the Knowledge Panel.
- Configure Local SEO (Optional)
If applicable, click the button to enable Local SEO settings for better local search visibility. Check out the Local SEO for Businesses section in the AIOSEO setup guide for more details.
- Save Changes
Finally, ensure you click the “Save Changes” button at the bottom of the screen to apply your settings.
Adding product schema to your online store
You can’t control whether your products appear in Google’s Product Knowledge Panels, but you can ensure that Google properly indexes your store by adding the correct schema markup.
- Use Merchant Listing Schema in All in One SEO
Fortunately, All in One SEO (AIOSEO) supports Merchant Listing schema markup, which provides Google with the necessary product data.
- Edit a Product in WooCommerce
- Go to WooCommerce » Products in your WordPress dashboard.
- Select a product to edit.
- Scroll down to the “AIOSEO Settings” section below the product editor.
- You can customize how your product title and description appear in search results. Use the “Preview Snippet” option to see how it will look.
- Add Product Schema
- Click the “Schema” tab in AIOSEO settings.
- You’ll see a message confirming that AIOSEO has automatically added a Product Schema for you.
- Click the pencil icon (“Edit Schema”) to add more details.
- Provide Detailed Product Information
If you want, you can auto-generate fields using WooCommerce product data. Fill in as much information as possible, including brand, material, product IDs (GTIN, MPN, ISBN, etc.), and other relevant details.
Additional ways to strengthen your presence on Google Knowledge Graph
Of course, your website is just one of the many sources Google uses to populate its Knowledge Panels. To improve your chances of appearing in the Google Knowledge Graph, you should ensure that your business is referenced across multiple authoritative sources, such as Wikipedia, Wikidata, social media platforms, and trusted directories.
Way 1: Social media
Google extracts information from social media platforms to populate its Knowledge Panels.
To enhance your online presence, create business accounts on major platforms like Facebook, Twitter (X), Instagram, Pinterest, and more. Additionally, consider creating a Wikipedia page or adding your business to Wikidata.org for greater credibility. Once your social media profiles are set up, go to All in One SEO » Social Media and paste their URLs. This helps Google recognize and connect your profiles, strengthening your visibility in the Knowledge Graph.
Way 2: Wikipedia and Wikidata
Google also relies on authoritative sources like Wikipedia to populate its Knowledge Panels, making these platforms highly valuable.
However, Wikipedia policies prohibit self-promotion, meaning you cannot create an entry about yourself or your business to maintain neutrality. Instead, you can add your business details to Wikidata.org, a key data source for Google Knowledge Graph and Wikipedia contributors. To boost credibility, always include external references that verify the information you add. Reliable sources strengthen your business’s legitimacy and improve its chances of appearing in Google’s Knowledge Panels.
Way 3: Get featured on well-renowned websites through PRNEWS.IO
Another effective way to boost your business’s online presence is by getting published on authoritative websites. One of the best strategies is to contribute guest posts to reputable blogs.
Platforms like PRNEWS.IO simplify this process by helping you secure mentions and publications on high-profile sites such as Forbes, The Guardian, and Reuters. Guest posting on reputable websites not only helps you gain valuable backlinks, boosting your SEO, but also allows you to share your brand story, highlight your expertise, and showcase your products or services. These mentions increase your credibility, enhance your Google search visibility, and improve the likelihood of your business being featured in the Google Knowledge Panel.
Read more: How to Use PRNEWS.IO: Where to Start and How to Maximize the Effect of Its Use?
How to publish an article in media via PRNEWS.IO?
Step 1: Sign up or log in
Go to PRNEWS.IO and create an account. If you already have one, simply log in.
Step 2: Choose a media outlet
Use the search function or filters to find relevant media platforms by category, country, language, or industry. PRNEWS.IO offers access to thousands of publishers, including news websites, blogs, and niche platforms.
Step 3: Submit your article
Upload your article in the admin panel. Ensure your article follows the media outlet’s guidelines, including word count, formatting, and style requirements.
Step 4: Make a Payment
Proceed with payment via the available methods. PRNEWS.IO operates on a transparent pricing model—no hidden fees. Read more: Easy Payments for PRNEWS.IO services: multicurrency, separate payment profiles, linked accounts, and more
Step 5: Promote your published article
Share your article on social media, your website, and newsletters. Link to it from your Google Business Profile, LinkedIn, or Wikipedia (if applicable) to reinforce your online authority.
By publishing articles in reputable media, you increase your chances of being included in Google’s Knowledge Graph, strengthening your brand’s digital presence.
Was this helpful? Want to boost your online presence even further? Contact PRNEWS.IO today and take your brand visibility to the next level!
