Google searches are the bread and butter of modern marketing. As the world’s most widely used search engine, Google provides access to billions of potential customers. Thus no company can afford not to have its content perform well in searches on the site. To better match businesses with prospective clients, Google has released the Knowledge Panel, an essential resource for any marketing effort:
The Knowledge Panel is a window that appears next to search results on Google. It summarizes key information from the top pages, quickly teaching users all they need to know. For searches that relate closely to a particular company, the panel provides a description of that firm, including its address, its phone number, its hours of operation, and its rating from Google reviews.
The Knowledge Panel is not limited to describing individual companies. If a user searches for a more general company description— say “Ethiopian restaurants in Seattle and the Pacific Northwest”— the panel will bring up a list of three companies that fit that description. This list does not provide as many details about each company, but still gives customers a powerful first impression of them.
Producing For The Panel
Whether your business gets a Knowledge Panel for a particular search depends on a variety of characteristics. Many of these, such as location, are not things you can control directly. Nonetheless, you can increase the number of searches that give you a panel by:
Though these tips help you get a Knowledge Panel, the most important thing you can do is to offer your customers quality service. The better and more enthusiastically customers review your company, the more likely you are to appear in the panel.
Appearing on a Knowledge Panel offers a wide variety of benefits for your business, allowing you to: