Solution Smith

Google Knowledge Panels for Brands

... Information in the Knowledge Panel Can Include ...

• The brand's identity
• The brand's services
• The brand's products
• The brand's addresses
• The brand's CEO
• The brand's founding date
• The brand's staff size
• The brand's positive and negative comments

When Google determines the search is for a brand, and has a Knowledge Panel for that brand the knowledge panel will be displayed. The page structure for the knowledge panel can vary and is subject to change. Currently the knowledge panel is shown for brand intent, but not nativational intent ... IE Apple and Apple phone number vs Apple iPhone. An Apple iPhone search also results in a transactional intent as an Iphone is a product.

Knowledge Graph is automatically generated and covers places, people, businesses, as well as other entities. It provides a quick snapshot of information on a topic based on Google’s understanding. If you are the entity or an official representative of an entity depicted in a knowledge panel, you can claim the panel and suggest changes. Information comes from open-source and licensed databases and other sources on the web, such as Wikipedia and Wikidata.

The existence of a knowledge graph that tells the visitor the operating hours, phone number, etc, -- gives a visitor information that affects how visitors feel about a site. The information in the knowledge graph can be supplied via a "Google My Business," account or schema markup.

Brick and and mortar businesses, and organizations with an address can create a Google My Business account which creates a Google Knowledge Panel for the business; and a map listing. The panel will then show up when somebody searches for the business name.

Listing one's business is the fastest way to create a panel for a business, although it is not a requirement. Using Schema, On and off-page SEO also creates a panel.

Navigational sitelinks in Search

Google has been updating the design and style of its search result pages. Site links come in two styles the traditional panel under the site and site links as part of the description. Sitelinks are shown for brand intent and navigational intent searches ... IE Apple, Apple phone number, Apple iPhone, and Apple Store. With Apple iPhone being a navigational intent search, and Apple Store providing local search intent with maps.

The description-based site links are new and have somewhat of a cleaner design style.

Schema is unambiguous and can send the signal. Semantics maybe ambiguous, But create a logical site structure that is easy for users to navigate, and make sure you link to your important pages from other relevant pages.