Google Knowledge Panel for a Company Founder: How to Get, Manage and Optimise? 

Knowledge Panel for a company founder
The Kalicube Process for Getting and Managing a Google Knowledge Panel for a Company Founder

Getting a Knowledge Panel on Google is not limited to famous people. Google has no concept of notability, it is simply trying to understand. It is up to you to provide the facts, and build Google’s confidence in its understanding. 

Important:  Once Google has the facts and is confident in those facts, you will get a Knowledge Panel.

Before starting on the 3 step Kalicube Process for a Knowledge Panel, it is helpful to understand the problem Google faces and what it is trying to do. Google is looking at fragmented, often contradictory information that it has collected from around the web. It is trying to piece it together to understand. It is a little like Google is trying to piece together a broken china plate. Google calls this “reconciliation”.

Important: the timeframe for this once you have fully completed all three steps below is 3 weeks to 3 months!

When you follow the Kalicube Process for a Knowledge Panel, Google will understand, be confident in that understanding and you will get a Knowledge Panel with Photos, a description, detailed information, Filter Pills and Knowledge Panel Cards, just like Jason Barnard, The Brand SERP Guy.

Knowledge Panel of a company founder
Example of a Knowledge Panel for a company founder

As you can see in the image above, in addition to the Knowledge Panel, Knowledge Panel Cards take up about 25% of the space above the fold. In this situation, the Knowledge Panel takes up about 70% to 80% of the space above the fold. A Knowledge Panel Card is an important development in Google Knowledge Panels since they cover a large amount of SERP Real Estate, it also takes up a lot of real estate in the Knowledge Panel on the Brand SERP. 

As of 2022, Knowledge Panel cards generally only appear for famous people, however at Kalicube we triggered them for clients who are not famous, including Jason Hennessey and Scott Duffy. Jason Hennessey subscribed to Kalicube’s Done for You Knowledge Panel Services in order to have the Kalicube team solve his Knowledge Panel issues. Check out his case study here.

Important – you don’t need to pay an agency. It is a lot of work, but you can get a free Google Knowledge Panel DIY. Read on!

Simple Process to Get a Knowledge Panel for a Company Founder on Google or Bing

1. Identify the Entity Home for the Company Founder

Google is looking for an authoritative source to use as the reference point for the facts about the Company Founder. We call this the Entity Home.

Generally, Google will choose an Entity Home that contains the best defragmented explanation of the facts about the Company Founder- the china plate in one single piece in our analogy. Google is looking for a complete version of the facts about the Company Founder (china plate in one correctly assembled piece) to which it can compare the facts it has (the china plate it has built from the pieces).

As you can imagine, the best case scenario is that you provide that authoritative reference point and that baseline version of the facts (china plate in one correctly assembled piece).

Entity Home
Kalicube’s illustration of the Entity Home

Step one is therefore to choose an Entity Home and provide a simple, clear statement of the facts about the Company Founder- the china plate to which Google can compare the information it collects from around the web.

Steps 2 and 3 will both ensure Google accepts your choice and build its confidence in the facts you provided. That confidence in understanding is what gets you the Knowledge Panel.

Here are some examples of possible Entity Homes (from best to worst):

  1. The about page or homepage on the Company Founder’s site.
  2. A social profile (Twitter, Instagram and Facebook are good candidates).
  3. An industry (or government) profile page for the Company Founder.

2. Corroborate and Confirm About the Company Founder

You need to ensure that relevant, authoritative sources confirm the facts you are providing to Google on your Entity Home. Google thrives on repetition when it comes to Knowledge Panels since repetition builds up confidence.

So you need to go to every profile page and article about the Company Founder and fact-correct them to ensure the information they contain confirms with the information you provided on the Entity Home.

As a rule of thumb, you need an average of 20 consistent corroborative sources. The exact number depends on the authority of those sources. With a Wikipedia or Wikidata page, you may only need half a dozen (or less). Without either of those, 30 relevant and authoritative sources usually does the trick, even for non-notable people.

Examples of authoritative sources for Company Founders include Wikipedia, Forbes, and CrunchBase.

3. Create an Infinite Self-Confirming Loop of Corroboration for the Company Founder

Ideally, every corroborative source you corrected in step 2 should link back to the Entity Home. This ensures Google accepts your decision about which webpage it uses as the authoritative reference for facts. It also creates an infinite self confirming loop of corroboration that educates Google.

As a human, repetition can get annoying. For a machine trying to understand the world, repetition is the one thing it craves.

Infinite Self confirming loop of corroboration
Kalicube’s illustration of the infinite self confirming loop of corroboration

If every profile and article about the Company Founder reiterates some or all of the facts you lay out on the Entity Home, and they all link back to that Entity Home, you will have created the perfect infinite self-confirming loop.

Important: if these three-steps are done well, Google will gain a clear understanding about the company founder and build its confidence in that understanding. As a result, a Knowledge Panel will appear when a user googles the company founder’s name.

Do you want to build your Knowledge Panel using The Kalicube Process? 

Knowledge Panel Checklist
Knowledge Panel Checklist

Free DIY option: download our free Knowledge Panel checklist, where Knowledge Panel expert Jason Barnard reveals how we use the Kalicube Process to trigger and manage Knowledge Panels for our clients.

Kalicube’s Knowledge Panel Checklist Free Download >>

If you need help for getting your Knowledge Panel, Kalicube offers a package consultancy + SaaS deal or a Done-for-You services.

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