Google recently announced that business owners can become verified on Google to make edits to the information that populates in the Knowledge Panel.
What is the Knowledge Panel?
The Knowledge Panel includes crucial information about a business, linking a user to the following:
- Photos (inside and out)
- Google maps and directions
- Brand’s professional website
- Phone numbers, hours of operation, address, popular times
- Online reviews
- Short bio
- Search engine results page (SERP)
- Brand’s social media profiles
- Related brands
Previously, Google Knowledge Panels were automatically populated from website information Google believed to be accurate. With the power to edit, businesses can fill their Knowledge Panels with the most appropriate images and correct information.
Whether or not your business warrants a Knowledge Panel is determined by search relevance, search distance and the prominence of the business.
How Can Marketers Optimize the Knowledge Panel?
Managing your Knowledge Panel, as well as other business information in Search, Maps and more, begins with obtaining verification. Before beginning the verification process, you must claim or create a Google My Business Listing.
The verification process can vary based on the type of business you own. For smaller brands, verification can be confirmed by postcard, phone, email or Search Console.
Verification through Google is a quick process for large brands:
- Search your business name.
- In the Knowledge Panel, click the link that reads, “Do you manage the online presence of [your business]?”
- Select the “Get Verified” button.
- Log into one of your brand’s official social media profiles to confirm you’re part of the business.
- You’re verified and can begin suggesting edits.
Below the address, hours and phone number, there should be a hyperlink that reads, “Suggest an edit.”
Suggest new information for photos, addresses, hours, phone numbers, bios and more with a simple click. After sending your suggestions, Google will keep you up to date on the status of your suggestions via email.
While Google will still remain objective by drawing information from the highest-ranked sites to populate Knowledge Panels, brands can now make sure their Knowledge Panel information is accurate. Verification on Google allows brands to have more control of their online presence.
To learn more about impacting search insights, check out our SEO insights.