How to Get a Knowledge Panel When Thousands of People Have The Same Name: Scott Duffy and The Kalicube Process

Challenge

Scott Duffy wanted people who searched his name to instantly see a compelling narrative demonstrating his position as an AI thought leader, business growth expert, and AI implementer for businesses worldwide. He built his personal brand and discovered he was competing with thousands of other “Scott Duffys” for top billing in the search results for his name—one is a Udemy Trainer, software architect, and SEO expert. 

Scott wanted to know how to train Google that he was the Scott Duffy who should come out on top of the results.

Scott was frustrated because his marketing efforts had little impact on the information Google presented about him. He couldn’t create a billboard-sized Knowledge Panel and the powerful narrative about his brand in the results underneath it. 

The confusion about his name undermined his efforts to establish himself as an AI and Business Growth expert. His expertise, books, and experience were buried under other “Scott Duffys.” Every time a potential client searched for him, they found someone else. It was frustrating and threatening his livelihood. 

Scott asked a colleague for a referral and was told Jason was the “Knowledge Panel go-to man.” Scott then contacted Kalicube to build his Google Business Card.

“ The result absolutely changed the way my brand was perceived in the marketplace. When someone searches my name, I come up at the top with an impressive Knowledge Panel.”  

Scott Duffy

Solution

The Kalicube Process. 

Scott came to us for a Knowledge Panel and quickly realized that he was laying the groundwork to position his personal brand in generative AI simultaneously. Why? Because Google and AI technology  they work the same. 

Scott’s Knowledge Panel is safe because The Kalicube Process firmly entrenched his entity in Google’s Knowledge Vault (the section of the Knowledge Graph that houses Google’s “facts about the world.”) Google’s Knowledge Graph is a machine-readable encyclopedia like Wikipedia, but it is millions of times bigger, and anyone can earn a listing (unlike Wikipedia). We applied The Kalicube Process to identify the precise strategy to build on Scott’s existing personal brand, amplify his personal brand marketing, and optimize it all for Google’s Knowledge Algorithms.

AI engines like ChatGPT, Perplexity, and Gemini are building their understanding of who he is and presenting him to their users primarily as an entrepreneur and keynote speaker. 

“The question I’ve always asked is how do you train the AI to know if somebody asked ChatGBT or Claude or Gemini or Proplexity, who is Scott Duffy?  And what does Scott Duffy do? Questions like that. How do you get the AI to tell your narrative? I’ve learned that training the Google Knowledge Panel has a major impact on how these models are trained and the results that you get.

“So, I came in for one thing. And I realized that because we did the work right, it’s impacting the next thing, AI.”

Scott Duffy

The Process

Kalicube’s approach surprised Scott with its foundational focus on data clarity and consistency across his entire digital footprint. Scott thought the focus would be promotion. The promotion came later (Scott continued his normal marketing activities, but we gave him the data to market in the right places so his efforts maximized the ROI.)

Scott and Kalicube have worked together for three years because Scott did not have capacity to work on his brand consistently for one solid year to complete the three phases. 

I believe a Google knowledge panel has surpassed a website by far as the number one most important branding tool you have as a business. Scott Duffy

Phase 1. Understandability 

When we met Scott, a search for Scott Duffy produced the result below. As always, Google strives to give its users the best possible results. Therefore, Google suggested that the user look at the results for both Scott Duffys because it wasn’t sure which result it should display.

Scott’s primary competitor was a software architect and trainer who Google determined was the dominant entity for people searching for Scott Duffy. When user search behavior indicated people were looking for the competitor Scott Duffy, the search results triggered his Knowledge Panel. 

To differentiate Scott from the thousands of Scott Duffys, we dedicated the first three months to auditing and optimizing Scott’s digital footprint. Kalicube Pro (our proprietary software that holds over 2 billion data points on hundreds of thousands of niches and tracks over 20,000,000 Knowledge Panels) found every online reference to Scott, including over 100 profiles, identified the crucial sources, and optimized his entire digital footprint, ensuring his brand message was clear and consistent everywhere Scott appeared online. 

We used Kalicube Pro to ensure the information about Scott was optimized for natural language processing and added our proprietary schema markup to his website. Schema is a fancy term for code that summarizes the info Scott says about himself in Google’s native language. This meant Scott was standing in front of his audience, and Google had information it could easily digest and corroborate with other online sources it trusts

Pro Tip: Kalicube has developed its own Schema markup, which ensures that Google receives every aspect of Scott’s online presence, including his companies, marketing activities, key accomplishments, and content, using the same entity, KGMID. This avoids confusion and stops Google from creating duplicate knowledge panels for the same person.

Getting the KGID and Knowledge Panel

Once we optimized Scott’s digital footprint, Google immediately started digesting and corroborating the information, and in just two months, they awarded him with a KGID in the Knowledge Vault. 

“And here’s the thing: The guys at Kalicube are pros. They don’t expect you to know where to start or all the places to look. They give you a checklist, and we start clearing up the information step-by-step, following the checklist. Ultimately, you’ll end up with the cleanest possible data—which is vital for training AI models.”

Scott Duffy

A KGID and Knowledge Panel are the first KPIs we aim for at Kalicube. Together, they demonstrate that our client is “understandable” and confidently understood by AI search and assistive engines. We use Google as the KPI, but this works for all of them (AI Overviews, CoPilot, Gemini, ChatGPT, Perplexity, Claude, Siri, and Alexa). 

At the end of phase One, Scott was standing where his audience was looking and where Google and other AI search and assistive engines expected to see him. The knowledge we fed Google about who Scott is, what he does, and who he serves is the foundation of all AI understanding of him now and in the future. 

Most importantly, Scott had control of his brand online. 

Consolidating Brand Equity

Another challenge we found during the Understanding Phase was that Scott (and his competitor Scott) were best-selling authors. Our Scott’s books were not associated with his Knowledge Panel, so Google was even more confused. There was yet another “Scott Duffy, author” in Google’s brain. We launched a separate strategy to move the books to the Knowledge Panel, so Google recognized him as the author of those books.  Scott was losing brand equity because his assets were not associated with his brand.

Pro Tip: Authors often find their books are not displayed or displayed as a simple filter pill (rather than the title and the cover) in the Knowledge Panel. Kalicube can fix this problem, maximize brand equity, and enhance an author’s Knowledge Panel so it is accurate and understood and can sell more books.

Phase 2. Credibility

Months four to six focused on expanding Scott’s digital footprint to solidify his position in front of his audience and then expand the footprint to position Scott as a thought leader within his peer group. 

Kalicube Pro uses our proprietary algorithms to analyse the industry and the cohort, see the sources Google trusts, and see where the audience and the competition hang out online.

The Kalicube Team created a comprehensive checklist of places Scott needed to expand his footprint and stand where his audience and peers were online. Scott focused on building credibility across his entire digital ecosystem so that the audience perceived Scott as an authority, and Google’s algorithms followed suit.

The prioritized digital strategies meant Scott’s marketing activities were focused on the places that mattered—where his audience could find him and where Google expected to find a person in his niche. This data-informed approach meant Scott’s marketing budget was targeted and effective.

What I didn’t expect was for Kalicube to help me uncover data that would be helpful for me to clean up, to fix, or whatever the situation was. And so what we did is we went through a process where we worked hand in hand. You have to work in partnership with Kalicube. So you’re walking through this process together, every step of the way.

But you have to do your part. Kalicube will give you everything you need and hold your hand through every step to ensure its success.”

Scott Duffy

AI engines like Google SGE, CoPilot, Gemini, ChatGPT, Siri, Alexa, and Perplexity are designed to converse with users. They are the ultimate influencers. The challenge for Scott is reaching a threshold of credibility where AI search and assistive engines include Scott in the conversation between people and the AI search and assistive engines. Getting the Knowledge Panel is our bread and butter. The magic in the generative AI world is to get the machines to introduce Scott to the conversation when Scott’s offerings are relevant to the solution.

At the end of phase 2, we had positioned Scott as a credible authority and thought leader among his peers. Scott was now standing where his audience was looking and clearly communicating his credibility to both his audience and AI search and assistive engines.

Once we optimized Scott Duffy’s Knowledge Panel, he became the Dominant Entity because we built Google’s trust in his brand (entity). 

In other words, Google is sufficiently confident in the facts it has understood about “our” Scott Duffy and favors him over the other Scott Duffy. Our Scott Duffy takes precedence on a search on his name, and the other Scott Duffy takes second place as a “See Results About”.

Consistently updating the profiles and descriptions was key in this phase. Scott expanded his digital footprint by writing articles for the right publications, appearing on the right podcasts, and focusing his marketing activities where his audience and Google would notice.

Kalicube Pro means there is no guesswork here. The data means we can laser-point exactly what Scott needs to do to build his brand, reach his audience, and educate Google so that it is confident in its recommendation of him and augmenting the attributes in his knowledge panel.

Triggered Filter Pills

When Google corroborated the clear and consistent information we had fixed online and digested the books, it showed them in Scott Duffy’s Knowledge Panel. It triggered the Filter Pill for those books. 

At Kalicube, we call Filter Pills “your mini-website on Google.”

“ I was the best of the best at what I did, and Google acknowledged that and placed me first. But you gotta do the work.”

Scott Duffy

Phase 3. Deliverability / Omni-presence

Phase 3 of The Kalicube Process expands on the credibility phase to include content that promises solutions to users’ problems. Deliverability means Scott appears in the answers everywhere. Scott’s target audience researches solutions to the issues they are having. Kalicube identifies where Scott needs to be; Scott produces the content using the bespoke standard operating procedures we create for all our clients. This means the content is produced in the correct format for the right stage of the buying journey and packaged so Google and the machines can consume and deliver it easily. 

By the end of phase 3, Scott will be THE go-to person when his ideal audience is looking for the solutions he can provide.  Scott will be there wherever his audience searches online and with AI, with helpful solutions and valuable content.

Scott continues to work on his targeted marketing activities to achieve omnipresence in his niche, though he’s going at his own pace. He founded a new company, AI Mavericks, and Google and AI have recognized that he is the founder.

This collaborative effort required Scott’s active participation, guided by Kalicube’s expertise every step of the way.

Scott describes his Google Knowledge Panel as “the most effective salesperson you will ever have in your career,” capable of reaching a vast, diverse audience and training AI systems about his brand so they generate leads.

By completing phase three, Scott will master and control his personal brand and achieve self-determination in AI search and assistive engines through omnipresence.

With a solid digital foundation, Scott is well-positioned for the AI-driven future. His clean, consistent data ensures that emerging AI models like ChatGPT, Claude, and Gemini accurately represent his brand, extending his influence beyond traditional search engines.

A Google Knowledge Panel is the most effective salesperson you will ever have in your career because it can talk to more people than you could talk to. It can train an AI. When building your personal business, brand or your business or influencer brand, or whatever you call your brand, the best place to start is with a Google knowledge panel. Scott Duffy

What About Gen AI Search and Assistive Engines?

We track Assistive Engine results for all our clients in Kalicube Pro. As Scott continues to build his personal brand online, the assistive technology scoops up the data and adds to its training base. 

Here’s a before-and-after shot taken from Kalicube Pro showing Scott’s representation in AI Assistive engines. As his credibility grows, so does his representation in the AI engines. Note: Gemini is Google’s Assistive AI engine, and it is the most conservative AI model. Google is extremely careful about the representations it makes to users.

May 2024

October 2024

Perplexity clearly understands who Scott is, and accurately describes him as an entrepreneur and keynote speaker first and foremost. It has a clear grasp on his companies, professional experience and entrepreneurship in the tech space.

ChatGPT 4

ChatGPT clearly understands who Scott is, and accurately describes him as an entrepreneur first and foremost. It also demonstrates its belief in his credibility by mentioning that he is a “prominant figure in the business world,” and being a “sought after speaker.”

Scott Duffy has full control over Understanding and continuing to build his Credibility in the eyes of the algorithms, which will ultimately dictate how the AI Search and Assistive engines represent him to his audience.

Outcomes

The results were transformative:

• Secured top Google search rankings for “Scott Duffy”
• Established a comprehensive Knowledge Panel and positive and accurate search results
• Enhanced credibility through a cohesive online presence
• Expanded reach, with contacts discovering previously unknown facets of Scott’s career
• Streamlined access to Scott’s books, articles, and social media
• Continue to educate AI search and assistive engines like Chat GPT, Gemini, and Perplexity about Scott, who he is, who he serves, and what he does. 

“I believe that a Google knowledge panel has surpassed a personal website by far as the number one most important branding tool you have as a business.”

Scott Duffy

Safeguard Plan

Scott and Kalicube have worked together for three years because Scott did not have capacity to work on his brand consistently for one solid year to complete the three phases. 

Scott continues to focus on the marketing activities for the Credibility and Deliverability phases and we continue to feed the Schema to Google. Scott is on our Safeguard Plan. This means Kalicube Pro’s algorithms watch Scott’s Knowledge Panel 24/7, and if there is an algorithm change that affects the panel or Scott does something that affects his Knowledge Panel, we can update him and guide him on how to fix the problem. Scott feels safe and comfortable knowing he doesn’t have to pay his assistant to check his knowledge panel daily. 

Conclusion

Scott Duffy’s experience with Kalicube demonstrates the power of strategic personal branding in the digital age. By focusing on data clarity and consistency, Kalicube helped Scott overcome the challenge of name saturation and future-proof his brand for the AI world. For entrepreneurs, CEOs, founders, and aspiring thought leaders, Scott’s journey underscores the critical importance of taking control of your digital narrative, even if you’re not seeking the spotlight.

Scott aimed to create instant credibility with his Knowledge Panel. His audience now perceives him as an entrepreneur, AI thought leader, and founder, and the Gen AI Search and Assistive engines are well on the way. 

He now has a rich and stable Knowledge Panel that showcases his personal brand, and all the AI technology is starting to represent him how he wants to be represented: accurately and positively. 

In Scott’s words, “Nothing is more important today in today’s world than building your brand,” and Kalicube provides the expertise to do just that.

Can the Kalicube Process Help You?

Yes!

In just one year, the three phases of The Kalicube Process allow people who understand their personal brand is their most valuable asset to master and own it and become THE authoritative reference for their niche audience.

Investing in your personal brand gives you control, influence, and visibility in your niche. When you control your narrative, you tell the machines what they must say about you. They don’t need to guess…and get it wrong. 

When the AI engines understand that you are an authoritative, credible, and influential individual in your niche, The Kalicube Process ensures that they introduce you to their conversations with their users and recommend you over and above your peers. 

AI engines like AI Overview, CoPilot, Gemini, ChatGPT, and Perplexity have billions of niche conversations with their users on every conceivable topic. They are the most critical and trusted influencers on every topic imaginable and a one-stop shop for marketing.

Do you want to own your most valuable asset and control your brand narrative so it makes you money? Book a call with Jason Barnard.