SEO SOP: Creating and Optimizing Knowledge Panels for Businesses

This SEO SOP gives agencies, in-house marketing teams, and hired freelancers a repeatable process for creating and optimizing a Google Knowledge Panel so a business earns a trusted entity presence in search. It distills insights shared by Callie Scott of Blue Orchid Digital, and belongs to our library of repeatable SEO SOPs.

Objective

The objective of this SOP is to guide the process of creating and optimizing knowledge panels for businesses so they establish a recognized entity in Google’s Knowledge Graph and strengthen their online presence and credibility.

Key Steps

1. Build an entity home page: Create a dedicated page on the web that serves as the authority on the subject. Ideally, use an about page on your own website or a social page that you have control over.
2. Optimize the page: Ensure the page contains comprehensive information about the business, including what it does and who it is. Include links to corroborating sources such as LinkedIn profiles, Crunchbase, and social profiles.
3. Link optimization: Verify information consistency across all corroborating sources, then interlink between the entity home page and those sources to build trust.
4. Implement structured data: Use appropriate structured data or schema markup on the about page. Link all corroborating sources and maintain consistency in descriptions to teach Google about the entity.
5. Practice patience and monitoring: Understand that the process may take 10 to 12 months to see results. Monitor progress and make adjustments as needed to improve visibility in the knowledge graph.

Cautionary Notes

• Avoid ambiguous entity names that may hinder recognition in the knowledge graph.
• Be patient and persistent in following the steps to achieve desired results.
• Ensure information consistency and relevance across all platforms and sources.

Tips for Efficiency

• Utilize tools like the Kalicube site to identify related entities in the knowledge graph.
• Work with available resources and corporate guidelines to optimize information for both search engines and users.
• Regularly monitor and adjust the optimization strategy based on results and feedback.

Sources & Relevant Episodes

All of these fantastic insights come from my conversation with Callie Scott of Blue Orchid Digital — hit him up on socials for more insights.

Hungry for more information about Google Knowledge panels? Check out this Unscripted SEO interview with Jason Barnard, exploring knowledge panels in depth: