How To Create A Google Knowledge Panel
Have you ever Googled a musical artist or business/brand and saw the right side panel that offers various links, a bio, photos and more? That’s called a Google Knowledge Panel and it is an absolute necessity if you represent a professional online brand...
In my case, I created a Google Knowledge Pandel for my music brand- LOWSH.
Google Knowledge Panels not only provide a professional looking "business card” for your brand, they also improve your SEO, since Google collects information from various sources and adds it to their Knowledge Graph. So how exactly do you get a Knowledge Panel?
1. Create a Google Brand Account.
The first step to having a knowledge panel is to have a Google brand account specifically for your brand. A brand account is different than a standard account, in that brand accounts can be linked (administrated/managed) by multiple user accounts. This is often done to share administrative rights between multiple individuals.
Note that brand accounts can also be used to manage Google+ accounts as well as YouTube channels- why not set up a referral funnel for your business to increase leads?
2. Update Your Brand Account With Detailed Information.
Update your brand account with as MUCH information as you possibly can. When submitting application for a Google Knowledge Panel, Google looks at both the quantity and quality of the information provided on your Google Brand account.
This is where Google will confirm things like, do you have a website? Does your business have social media accounts? If you're a musician/band, do you have music on Spotify/iTunes? This process distinguishes brands who are and aren’t ready to have a Google Knowledge Panel. Be sure that all information in your brand account is set to public.
Take a look at the information I’ve provided for LOWSH below:
3. Optimize Your SEO
When you perform a Google search for your brands name, you should already be showing up in the top three to four results. This is actually pretty easy to achieve if your brand has social media pages on Facebook, Instagram, Twitter, YouTube and (if you’re doing music) Soundcloud. Although identifying the exact ranking of your webpage in Google search results is near impossible, there are ways to come pretty close to finding out.
The important thing is that the information on each of these social/online platforms needs to be closely identical to each other. This helps Google connect the dots that all of your accounts are related to one thing- your brand! One great way to maintain consistency across the various platforms is to use a consistent bio. Here’s the one I use:
Aleksey Weyman, also known as LOWSH (loshmusic), is an American electronic music producer, DJ and musician.
Short yet descriptive, it describes my music brand perfectly.
If you're trying to get your music brand more exposure, then I highly suggest adding your music to Google Play, since it’s part of the Google family and will increase your chances of getting an official Google Knowledge Panel. If you're hoping this will result in more Spotify streams on your music, this article might be more helpful.
4. Submit your Website to Google Search Console
Google now needs to connect the dots between your brand account and your brands' websites, to believe that you are who you say you are. If you don't yet have a website yet, here's a guide for how to build a simple static site on AWS S3. It does require some technical ability which, if that's not your cup of tea, you can find freelance web developers on websites like Fiverr.
Here is a link to where you submit your website to Google Search Console (select "add property"). Only do this after making sure that everying on your Google brand account is clean and consistent. After this, Google should have enough content to understand your brand and begin formulating your Google Knowledge Panel. While this process is not immediately guaranteed, you should begin to see a small panel populating after a few days time. If you don't see anything after a week, consider adding more content to your Google brand account.
5. Get Verified
After a few days time, you will begin to see content about your brand appearing on the side of Google search results. Now if you look at the bottom of that panel, you’ll start to see the below option. Note that you have to be signed in to you Google account that manages the brand!
When you click that link, you'll be directed to the Google brand verification form. You’re almost there! The form will request screenshots of you logged into several of you brand accounts (make sure to show edit privileges in the screenshots) as well as a personal selfie with your ID card. All this information is required to prove that you are the owner of your business/brand.
The important thing is that you provide as much detailed information as possible, do NOT complete this form half-heartedly. If you don’t have the proper amount of credentials, go back and get those set up. After you submit the application, Google will usually send you an email within several days on the status of your application. Sometimes they may request more information.
Voila! After Google accepts your application, your brand will be fully verified and look professional as heck on the interwebs. If you found this guide helpful, check out some of our other great content on the Millennial Moderator home page. Please also consider sharing this article wit yo friends using the social media icons below and as always, tweet at me if you have any comments!