Knowledge Graph vs. Knowledge Panel: What You Need To Know

Google’s search results pages (SERPs) contain several types of rich information that an SEO agency and business owners can use to boost brand awareness and increase traffic. These include the knowledge panel.

This article examines the relationship between the knowledge graph and the knowledge panel. Specifically, it looks into

• How they work together, and
• How they benefit your SEO efforts

Are you ready to know more? Read below!

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Knowledge Graph and Panels: How They Work Together

Knowledge panels are interactive boxes on the right side of a SERP, showing quick facts related to a user’s search query. It pulls up data from the knowledge graph. 

Typically, the knowledge panel provides details such as:

• A short description or definition of the searched term
• Images or videos relevant to the query
• Social media links to the topic
• Related articles, books, and other forms of content
• Maps or other geographical information (such as opening hours, etc.)

Remember that the knowledge panel is not:

• A featured snippet or the boxes you see on top of the search results that provide a direct answer to the query. The information is usually in a list form or a few sentences only.
• People Also Ask, which are questions suggested by Google related to the query. You normally see this in the middle of the SERPs.

How the Knowledge Graph Works

Before anything else, remember that Google is one big library that deals with millions of books, representing all the indexed pages, ready to appear on the SERPs.

Because it wants to give you the best user experience, ensure that all the information you need is right in front of you, and present the data in a more structured manner, it needs a system—the knowledge graph.

The knowledge graph, therefore, is like a repository of everything related to the book. These include the author, publication date, and title. As more information comes, the search engine adds it to the book box or bin.

When you want to “borrow” a book (a.k.a. pull up information through a query), our library gives you everything essential about the work. This is the knowledge panel. At one glance, you can read the book’s title, cover, summary, author, etc.

The knowledge graph uses several types of technologies and principles:

• Machine learning and artificial intelligence (AI). Knowledge graphs are 100% algorithm based. It means that Google cannot “control” what appears on the panels. Instead, it relies on the constant training searches provide to its tech to help the system better understand and interpret questions.
• Multitask unified model (MUM). n 2021, Google launched MUM as a major update to BERT for natural language processing. MUM's large-scale model improves word nuances and relationships for more accurate and reliable panel information.
• Structured data. Google curates the most relevant information about a particular entity (unique, distinguishable objects, people, attributes, and places) on the web. Then it presents them in a structured or logical format.

How the Knowledge Panel Benefits Your SEO Efforts

Below are some reasons why appearing in the knowledge panels is worth it for your SEO efforts:

• It raises brand awareness significantly. Imagine all related data about your business in one box on the SERP. Your audience can see your website, social media pages, and media assets. They can also immediately read your name, phone number, and business address (NAP). Knowledge panels are a great complement to local SEO.
• It elevates your credibility and trustworthiness. Appearing in the panel could mean that Google sees your information to be reliable enough to show it to its searchers prominently. It also implies your content follows the search engine’s best practices and guidelines, such as E-A-T.
• It helps you rank better in the SERPs. It is unclear whether knowledge panels are a ranking factor. However, better visibility can increase backlinks, organic CTRs, and other metrics.

Probably the biggest SEO benefit you get from the knowledge panel is enhanced user experience, which is a vital ranking factor. Here is why:

• It provides a better and more convenient way for people to access your business information. Users do not need to click different websites or pages to get more data about you.
• By being in the knowledge panel, you can give searchers a better idea of what to expect from clicking your website. For instance, they can already see some of your products and services through photos,
• When the Internet has a lot of information about you, knowledge panels present them in a more digestible format.
• Google also customizes the data according to the entity type. For example, knowledge panels of established brands, such as Nike, can include stock symbols. Individuals such as Tom Brady may show related people.
• When you click “See More,” the SERP shows everything it has about the entity, such as common questions and news.

But note that, like featured snippets, you cannot “force yourself” to appear on the knowledge panels. In fact, not all entities have a knowledge panel. There is now a clear formula for how its algorithms work.

However, since we know that the knowledge graph uses Wikipedia as a resource and the knowledge panel pulls data from the knowledge graph, we can safely say that creating a Wikipedia page for your business and keeping it updated would help increase your chances of getting a knowledge panel.

Summing Up

Google knowledge graphs and panels are features that improve the user experience of search. It is also a great opportunity to establish yourself as an authority in your industry, build trust with potential customers, and rank well in the SERPs.

Although it takes time for Google to curate information about you on the knowledge panels, optimizing your brand’s web presence and reach can increase your chances of appearing in them.

Digital Authority Partners can help you design an SEO plan that helps you achieve this goal. Contact us today, and let us get started.