Getting a knowledge panel on Google is not limited to famous businesses, companies and brands such as Nike, Microsoft, Berkshire Hathaway and Asos. Google has no concept of notability, it is simply trying to understand. It is up to you to provide the facts about the company, and build Google’s confidence in its understanding. Once it has the facts and is confident in those facts, you will get a Knowledge Panel.
Before starting it is helpful to understand the problem Google faces and what it is 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.
1. Identify the Entity Home of the Company
Google is looking for an authoritative source to use as the reference point for the facts about the company (or brand). 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 – the china plate in one single piece in our analogy. Google is looking for a complete version of the facts about the company (china plate in correctly assembled one piece) to which it can compare the facts it has (the china plate it has built from the fragmented 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).
Step one is therefore to choose an Entity Home and provide a simple, clear statement of the facts / CV – 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.
- The about page or homepage on the company site.
- An active social profile run by the company (Twitter, Instagram and Facebook are good candidates).
- An industry (or government) profile page for the company.
2. Corroborate and Confirm Information About the Company
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 and fact-correct them to ensure the information they contain confirms 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 companies.
3. Create an Infinite, Self-Confirming Loop for the Company
Ideally, every corroborative source you corrected in step 2 should link back to the company’s Entity Home. This ensures Google accepts your decision about which webpage it uses as the authoritative reference for facts. It also creates an infinite loop of confirmation 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.
If every profile and article about the company 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.
Done well, Google will understand, be confident in that understanding and you will get a Knowledge Panel for your company.
If you need help with this process, at Kalicube we offer a package consultancy + SaaS deal to teach you all the strategies, tips and tricks.