How to Claim Knowledge Panels in Google For More Organic Visibility

If something is written about your brand online, you want to know about it, right?

That’s even more true if it’s an authoritative source speaking about your brand and giving information to the public about what you sell, where you’re located, your hours, your website, and more.

When Google shares information about your brand in what is called Google Knowledge Panels, you don’t want to just know about it—you want to claim it.

Why do you want to claim knowledge panels? You get to control the narrative. When you tell Google you’re the owner of that brand, you can make sure the information is accurate and up to date.

This is a critical step when you’re using SEO to build your brand.

To claim knowledge panels for your brand is relatively simple and something you want to get on top of to keep customers coming through your doors or to your website with consistency, arming them with the right information.

What Are Google Knowledge Panels?

You don’t have to use too much imagination. Remember the last time you googled anything? The information you were looking for just popped up, towards the top of the screen, with relevant data all in one place.

Enter Google Knowledge Panels. You don’t have to know what they’re called to know what they are. They are the boxes of information you see near the top of a Google search for anything from a person to a brand.

Knowledge panels can include:

a brand or entity name
descriptions
details about the person or brand
history
contact information
featured images

According to Google, it uses different factors to decide what goes in that panel. As you start to look around, you’ll start to notice some information seems gathered from other sources, such as Wikipedia or other online websites.

In addition, Google uses its data involving keyword searches and questions people tend to ask regarding that particular entity or item, and it pulls those questions and answers in.

It’s all based on Google’s Knowledge Graph. Google uses all that data to build the knowledge panels you see when you search for something. These aren’t necessarily generated by the person who has claimed their Google knowledge panel.

Now, let’s look at a couple of examples.