What Is a Google Knowledge Panel and How to Get One?

诚然，为您的业务分数Google知识面板比optimizing for other SERP features.

The reason? You can’t create one. Instead, you can only claim one, which is where things get tricky.

But, of course, there are six proven best practices you can follow to increase the odds of Google creating a knowledge panel for your brand. And, those are exactly what we’ll talk about in this piece.

In total, we’ll cover the following:

• 什么是Google知识面板？
• 知识面板服务的目的是什么？
• When Do Knowledge Panels Appear and Where Do They Come From?
• How Long Does It Take to Get a Knowledge Panel?
• 6 Best Practices for Building a Solid Knowledge Panel

什么是Google知识面板？

A Google Knowledge Panel is an information box that shows up on the right side of your screen when you search for entitles like people, organizations, places, animals, and so on.

According to Google, they pull content for these knowledge boxes from:

• Authoritative open web sources such as Wikipedia pages.
• Authentic data sources that Google partners for specific info, for example, info on music and movies.

对权威的来源,谷歌还允许他们to provide direct feedback on the content shown in the knowledge panel. Therefore, some of the information that you see might also come from the person such as a business icon, industry expert, or celebrity featured in the Google Knowledge Panel.

知识面板服务的目的是什么？

The search engine giant, Google, focuses on providing its users with answers.

And, while it’s at it, it ensures that the information delivered is easy to read and quick to learn. In doing so, the search engine improves its users’ experience.

Now to make information easily digestible, Google employs several rich results on the search engine results page (SERP) such as:

• People Also Ask box
• Related Searches section
• Top Stories recommendations

谷歌知识图就是这样的一个搜索引擎feature – dedicated to providing information on what users search for quickly.

Considering its importance in providing quick, at-a-glance information, several businesses are working to get a Google Knowledge Panel for their business.

仅在我们的受访者池中，有60％的人拥有它。28％的人没有富裕的片段，不确定他们是否拥有它。

Having one is important though with 35% of our contributors agreeing that the Knowledge Panel helps businesses come across as professional and trustful.

32％的人还认为SERP功能增加了企业的发现机会，有29％的人表示它有助于脱颖而出。

When Do Knowledge Panels Appear and Where Do They Come From?

Knowledge panels surface when you search for entities. These could be anything from businesses to people, animals, or movies.

Essentially, Google pulls up a panel for any topic with lots of authoritative data available on the web. So the information featured is based on Google’s understanding of the topic.

但是，这就是您无法为自己创建知识面板的事情 - 您只能要求它。

金斯塔的Tom Zsomborgi comments on this. “Knowledge panels are automatically generated when searching for entities that are in the knowledge graph. But the search engine is not perfect and often shows incorrect or outdated information.” It’s here that you can claim the knowledge panel and contribute with solid information.

Zsomborgi说：“通过单击“自己的业务”？链接，您可以主张面板和验证过程后，您可以在此处更新信息，帮助Google显示正确的信息。”

Put simply, here’s how the process ofupdating information在Google知识面板中看起来像：

1. Take to Google Search and sign in using the email you want to associate with the panel.
2. Make sure yourWeb and app activityis on and search for the knowledge panel.
3. 轻敲建议编辑(Suggest editson mobile) at the top of the knowledge panel.
4. Click the information you want to update and submit your feedback.
5. Write a short description of the suggested change and why you think your suggestion should replace the existing information in the response box that shows up. You might also need to add accessible URLs to confirm the changes you’re suggesting.
6. 打发送.

It’s also important to take steps to make sure there’s lots of information related to your business on the web. This means having an updated Google My Business profile, a Wikipedia page, and a high-authority site.

In fact, we asked our respondents what they think is the most important way to get their own Google Knowledge Panel. And it turns out, roughly half of our respondents think that having your own Wikipedia page is the most influential thing to get your knowledge panel.

38％的人认为拥有自己的Google我的业务资料也很重要。而且，大约10％的人认为高领域的权威很重要。

How Long Does it Take to Get a Knowledge Panel?

现在的问题是：一旦您获得了这些元素，获得Google知识面板需要多长时间？

We asked our contributors. And, the majority, 48%, say it’s impossible to pinpoint a specific time. 28%, however, say it takes about a few weeks, whereas, 24% say it takes a few months to get a knowledge panel.

Related:49种仅使用Google搜索控制台跟踪SERP的性能的方法

6 Best Practices for Building a Solid Knowledge Panel

With it being clear that you can’t make a Google Knowledge Panel with a few buttons, let’s look at the following ways to increase your chances of getting one:

1. 获取Wikipedia页面或从中获得链接
2. Build and optimize a Google My Business page
3. 发展积极的在线形象
4. 致力于创建强大的公关配置文件
5. Add correct metadata to all relevant websites and directories
6. 增加网站的域名

Let’s dig in.

1. Get a Wikipedia page or earn a link from it

As mentioned, Google tends to source info for knowledge panels from pre-available data sources such as Wikipedia.

因此，增加您拥有此SERP功能的可能性的好步骤是将Wikipedia页面作为米尔克瓦尔的Andre Oentoro suggests.

“要获取Wikipedia页面。在知识面板方面，Wikipedia或Wikidata是Google的主要信息来源。” Oentoro写道。

“So, to increase the chances of getting a Google Knowledge Panel, you have to work on having a solid presence on these two platforms.”

If you can’t create one for whatever reason, consider getting a link from it.

更重要的是，不仅要从Wikipedia页面获得链接，还要获得尽可能多的权威站点的链接。例如，其中包括Reddit和Yelp。

2.建立和优化Google我的业务页面

多个贡献者分享这是他们获得知识小组的最佳策略。

Donna Duncan fromB-Seenontopconsiders this step fundamental. “Build-out and verify an excellent Google My Business page,” Duncan writes.

“确保它是100％完整而准确的。添加丰富的，引人入胜的图像，有用的产品和服务描述以及及时的帖子。这有助于说服Google您是一个值得知识小组的合法业务。”

Xtractor Depot’sElizabeth Weatherby agrees, “Because users can’t apply for a Knowledge Panel themselves, it’s important to include detailed, informative copy/content on your website and your GMB profile.”

“Frequent posts to your GMB profile can’t hurt to help Google recognize you. When you’re putting out consistent and accurate information to Google, you have a better chance of Google deciding you are worthy of a knowledge panel,” points out Weatherby.

And adds, “Schema Markupon your web pages can also help encourage bots and spiders to crawl your content more effectively & efficiently, so this would also be another good option in your efforts for obtaining a Google Knowledge Panel for your company.”

Finally, Lauren Walter fromOnline Optimism Digital Marketing Agency DCadvises, “ensure your Google My Business profile] has accurate, robust, frequently updated information.”

“Verify your website with Google Search Console as well and make sure you have structured data markup for your local business listing, including information like your company name, street address, website, phone number, hours, etc. As with your GMB profile, fill out as much of this local business information as you can.”

要了解有关构建和优化GMB配置文件的更多信息，请查看DataBox的完整beplay体育appiosGoogle我的业务优化.

3. Grow an active online presence

Since you’ve to make sure your brand comes off as authentic to Google, it’s a useful idea to start building and growing your online presence.

Some ways to develop an active online presence include:

• Being active on social media
• Participating in podcasts and webinars
• Getting mentions from other high-authority sites

Nick Shackelford from结构化代理talks about this last way to show Google your online presence.

“许多公司只是没有品牌，Wikipedia或社交媒体的权力来自行建立Google的认可。因此，您可以通过第三方提及具有高级权威网站的第三方提及，为您的品牌提供知识面板。”

“Using backlinks, press mentions, and visibility on these pages will show Google you as a premier player in the SEO world,” explains Shackelford. “Speaking at industry conferences and writing for relevant publications can also get you publicity across third-party sites, which will help support the claims you’re already making on your own site.”

Related:How to Optimize Your Website for Branded Keywords

4.致力于创建强大的公关配置文件

Closely related to the best practice above is this one fromAlpha Efficiency’sBrian Dordevic.

“One tip that we’ve used many times for obtaining knowledge panels for our clients is consistent rounds of high-quality press releases,” Dordevic comments.

“You don’t want the generic PR services, make sure that they get you published on very well-known, trusted, and credible websites such as Yahoo, Business Insider as an example.”

Once done, Dordevic recommends “including the published press releases URLs within your websites schema markup/structured data as same as markup helps to associate you or your brand with the PR content to help Google more easily identify and connect the dots.

这可能需要几轮，但是随着他们开始更多地了解您的名字，或者您想出现在知识面板中的品牌，它将到达临界点并显示一个。”

Related:如何写一个很棒的公关音调

5.在所有相关网站和目录中添加正确的元数据

这通常被忽略。但是，请确保所有与行业相关的目录和网站上的元数据正确99个机器人.

“Don’t put all your eggs in one basket,” Patel points out. “Google collects information from various online sources and adds it to their Knowledge Graph about your company.

When all the metadata is added correctly on these external websites, it expands your Knowledge Graph entry in Google. For example, these could be your site, Google My Business profile, Wikipedia, Wikidata, Crunchbase, third-party mentions, or business databases.”

6. Increase your site’s domain authority (DA)

Another important tip is to make efforts toincrease your domain authority.Prerender’sZoltan Bettenbuk赞扬了链接建设。

“从本质上讲，您的目标是在具有较高域名授权的网站上链接提及。这样，它可以提高您自己的网站的域名权威。

Google Knowledge Panels often cites authoritative sites like Wikipedia, LinkedIn, Crunchbase, Reuters, and Bloomberg, which makes these great websites to target. Once your website becomes more authoritative, Google will then start to recognize your brand and increase your chances of triggering a Knowledge Panel qualification.”

Earning a Google Knowledge Panel is a great way to boost your business’s authority and trustworthiness. The information box can also help you get new business while helping you stand out from your competitors.

But, good things never come easy. So go ahead and follow these expert best practices we’ve shared to ensure you get a solid knowledge panel in no time.

Remember: it’s all about authentic online presence and providing yourself as a legitimate business to Google. Here’s to your business making it to more SERP features.