What You Need to Know About the Google Knowledge Graph



The Google Knowledge Graph is a tool introduced in 2012 that allows users to discover your business, learn more about it, and even contact you without having to visit your website. The tool is focused on the user experience, offering direct information quickly and easily. With the ability to share upcoming events, offers, and new products, this tool also benefits you as a business owner.

When your Knowledge Graph is optimized for search through Google My Business, Google better understands your business and the content on your website. Based on the relevance of a user’s search, Google then displays your brand information in the knowledge graph and generates more traffic, sales, and phone calls.

Why You Should Care About the Knowledge Graph

The Knowledge Graph is useful for anyone looking to be found online and have an edge over their competition. It appears in a large box and takes up the right half of the screen, catching the user’s attention and dominating search results.

If your Knowledge Graph has been optimized and contains the information the user needs, then they’re more likely to click over to your website, call you, or visit your store.

For example, a user needs a divorce attorney. While they’re familiar with the name of your practice from an ad they heard a few months ago, they’re not quite sure if you’re practice specializes in divorce. Like any internet user would, they Google your name. Thankfully, you’ve optimized your Google My Business profile to include Divorce Lawyer as one of your services, so when your Knowledge Graph appears (because the user searched for your name) they see that divorce is one of the legal services you offer. Because of this, they visit your website (or call you immediately) to schedule an appointment.

Types of Knowledge Graphs

Google offers two different versions of the Knowledge Graph depending on the type and size of your business.

Brand Panel 

Google Brand Panel

A Brand Panel is for large corporations, well-known individuals, or well-known landmarks (i.e. the Empire State Building). The information displayed is curated from a number of sources, including Google My Business, Wikipedia, the company’s website, and online directories. Information displayed might include:

  • CEO
  • Date Founded
  • Stock Price
  • Location of Headquarters
  • Number of Locations
  • Number of Employees
  • Customer Service Number

The Brand Panel also includes any associated social media profiles, websites, and similar businesses, people, or places that users often search for.

Unlike Local Knowledge Graphs, Brand Panels can’t be made or claimed. Google only displays Brand Panels once a business or location is prominent and has enough authority.

Local Knowledge Graph

Google Local Knowledge Graph

Local Knowledge Graphs provide users with information about individual business locations. These locations can either be small, local business’, or an individual location that is part of a larger corporation (i.e. a specific Panera Bread location).

Information displayed might include:

  • Address
  • A Button for Directions
  • Star Rating
  • Reviews
  • Phone Number
  • Popular Times
  • Hours
  • Link to Website
  • Pictures
  • Questions and Answers
  • Social Media Profiles

The information displayed in a Local Knowledge Graph is to help consumers gain as much knowledge as possible from the search results. To help users even further, different information is displayed depending on the type of business.

For example, a fast-food chain may show the various menu options, while a Knowledge Graph for a concert venue will likely show upcoming events.

Another feature available to businesses with a local Knowledge Graph is posts. A post appears at the bottom of the Knowledge Graph and is a way to tell user’s about new products, upcoming events, offers, or updates about your business. Posts include a call to action and can encourage users to visit your website, call you, book an appointment, or buy a specific product.

Google My Business Offer Posts

A Local Knowledge Graph is only made after you sign up for Google My Business. Once you do this, you can enter all of the relevant information about your business, verify it with Google, and be on your way to increasing traffic to your website, store visits, and phone calls. Be sure to regularly update your business information to ensure it’s accurate for your customers.

The Google Knowledge Graph is your opportunity to put your best foot forward and give users’ a good impression of your business. When your information is up to date, you help your current and potential customers learn more about your business and find the information they need.

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