4. Consistent linking<\/h3>\n Schema plays a huge factor in creating an interconnected web of consistent information for Google’s Knowledge Graph. However, external links provide even greater trust signals.<\/p>\n
On my website, I have a collections page that links out to all of my important work. It’s like a mini CV of my work for anyone who wants to work with me.<\/p>\n
However, you can’t just link out to other places on your website, you need established entities linking back to you.<\/p>\n
That’s why all of my featured podcasts and author pages have a link back to my website. Not only are they linking back to my website, they’re all linking to my homepage, which I’ve established as my entity home. <\/p>\n
5. Directories<\/h3>\n This can definitely help get an easy foot in the door for many people and brands trying to get established with their own knowledge panel. One of the biggest directories that I recommend getting established in is Crunchbase. <\/p>\n
In fact, Crunchbase is what was listed as the source data during the first iteration of my knowledge panel. <\/p>\n
I’ve seen many startups get their first knowledge panel entry through Crunchbase and it seems to be a consistently high source for Google to rely on. This is because Crunchbase has some verification processes that make it slightly more challenging to create spam in bulk. <\/p>\n
When getting started with building out your directories, focus on the niche ones that are most relevant to your industry. This will go a lot farther for you than Crunchbase or any other big ones.<\/p>\n
The different iterations my knowledge panel has shown<\/h2>\n Over the course of about 1-2 months, Google has used a variety of different sources to feed my knowledge panel. It’s been very interesting to see how it’s evolved over such a short amount of time. I’ve even had my own article carousel which has since disappeared. <\/p>\n
First iteration: All crunch, no flavor<\/h3>\n At first, Crunchbase was the source of my entire knowledge panel entry. Something I found amusing is that there’s no link for my LinkedIn page, it’s just the anchor text on Crunchbase. <\/p>\n
This was a great win for me and I was pleased with how structured the knowledge panel was.<\/p>\nI tested a few queries to see how my entity data would appear as a zero-click result.<\/p>\n
Testing searches: “Who is John McAlpin?”<\/strong><\/p>\nThis result was a little disappointing as it brought up a different John McAlpin who was referenced in a press release. However, I did see my entity in a side panel, which was both surprising and exciting.<\/p>\nTesting searches: “Where Does John McAlpin Work?”<\/strong><\/p>\nThis was a much more accurate result, but also a surprising one. If Crunchbase was fueling most of my knowledge panel data, why was Google showing Search Engine Journal as the source for this featured snippet?<\/p>\n
We could speculate all day on our theories of how Google came to this decision, but I was just glad to see a more accurate result here.<\/p>\nSecond iteration: Images getting comical<\/h3>\n A few weeks after the first sighting of my Knowledge Panel, I see a few interesting updates:<\/p>\n
\nMy image changed to a caricature that I used on one of my OnCrawl articles.<\/li>\n The “about” content changed to my author bio from Search Engine Journal<\/li>\n Summary data remained from Crunchbase<\/li>\n Source data label changed to my Search Engine Journal author page.<\/li>\n<\/ul>\nThird iteration: Image correction<\/h3>\n Unhappy with my image being a cartoon for my professional headshot, I submitted feedback to update the image. I chose my image from Search Engine Land and sure enough it updated it about two weeks later.<\/p>\nKey takeaways<\/h2>\n When seeking to earn your own knowledge panel, it’s important to keep in mind a few things.<\/p>\n
\nIt may not happen at all.<\/strong> You have no control over what Google displays in its results. All you can do is try to send the right signals consistently and hope that it pays off.<\/li>\nIf it does happen, it will take time.<\/strong> It took me longer than a year for my knowledge panel to show up. Large organizations that have aggressive PR firms have a higher chance of showing up sooner, but even that isn’t a guarantee. <\/li>\nConsistency is key.<\/strong> Once you establish the signals you want to send, be consistent in that. As you could see in my second iteration, I wasn’t consistent in my choice of imagery and that messed up how I wanted my knowledge panel to appear. <\/li>\nHave patience. <\/strong>Just like all other factors in SEO, it takes time.<\/li>\n<\/ul>\nContributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\nKnowledge panels are one of the most coveted, yet mysterious elements in organic search. Brands desire to have their own robust Knowledge Panel entry, but are left with little to no control over what appears in them. By this point, we should all have a basic understanding of entities within Google’s Knowledge Graph. Consider that […]<\/p>\n","protected":false},"author":2,"featured_media":2738,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[18],"class_list":{"0":"post-2738","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-seo","8":"tag-seo"},"yoast_head":"\n
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