Let's discover together with Marco Ilardi, in this dedicated article, the current importance of Google knowledge panels
In this historical moment, where the first impression of a brand is formed online and with the advent of artificial intelligence which tends to influence search results significantly, presence and visibility on platforms like Google become essential for credibility and the authority of a company.
Google's Knowledge Panels, often overlooked, have become a powerful tool for improving brand reputation.
What are Google Knowledge Panels?
Google knowledge panels are snippets that are automatically activated when the user carries out a search which results in the presence of a digital entity, be it a person, a company or a product.
The snippet, also called information panel, appears to the right of the search results and often also with some carousels below the search bar before the first organic result.
To better understand this phenomenon, we had the opportunity to interview Marco Ilardidigital entrepreneur and CEO of Micropedia, expert in brand marketing and Google knowledge panels, who gave us an in-depth analysis of the importance of these elements in marketing strategy.
Bhello, Marco. Thanks for taking the time to help us. Let's start from the basics: what do Google Knowledge Panels represent for companies and why are they so important?
Good morning to you, and thank you for the opportunity. Google Knowledge Panels are essentially a digital showcase that Google offers to entities deemed reliable and relevant. When a company or public figure appears in these panels, Google is implicitly communicating: “I trust this entity.”
This not only increases visibility but, according to recent studies, can increase customer conversions by up to 15%.
We live in a time where trust is everything. Before approaching a brand, consumers' first reflex is to search for information on Google. If what they find is a Knowledge Panel, with structured, credible and coherent information, their trust in the purchasing process increases significantly.
Interesting. How can a company work to get a Knowledge Panel on Google? Is there a specific strategy?
As I explained in an in-depth article on my blog, obtaining a Google Knowledge Panel is the result of a combination of factors, mainly related to online credibility and authoritative presence in a specific niche. The key is to build and maintain a strong and consistent digital presence, including a search engine optimized website, active social media profiles full of valuable content, publications on authoritative sites and, of course, careful management of reviews online.
All this helps to build the “trust” that Google seeks when deciding whether or not to attribute a Knowledge Panel to an entity.
Obviously there are some techniques and strategies to train Google's knowledge graph algorithms to corroborate information by activating the knowledge panel. It is part of the services I offer to companies and, as many believe, you absolutely do not need a Wikipedia page to do all this.
Therefore, we could say that the Knowledge Panels represent a sort of digital “trust stamp” from Google. What impact do these panels have on consumer perception of the brand?
Absolutely. Knowledge Panels work like a seal of approval. When consumers see that Google has recognized a brand enough to dedicate a dedicated information panel to it, the perception of that brand changes.
It's no longer just an entity trying to sell something, but of a recognized leader in its sector.
This profoundly affects the decision-making process of consumers, who are more inclined to trust and, consequently, choose the products or services of that brand.
In conclusion, what advice would you give to companies that aspire to improve their brand reputation through Knowledge Panels?
My main advice is to focus on building a high-quality, authoritative online presence. This involves a constant commitment to producing relevant content, maintaining an active presence on social channels, and seeking opportunities to obtain publications on authoritative external platforms.
Also very important is the fact that the information is always consistent and verified on all social channels and business directories.
Finally, it is essential to actively monitor and manage your online reputation, responding professionally to reviews and feedback. Ultimately, building a strong digital reputation takes time, dedication, and a well-planned strategy. But the benefits, as demonstrated by Knowledge Panels, can be significant.
If you need a hand to activate the knowledge panel for artists, entrepreneurs, companies and even e-commerce portals, you can contact me on my official website and I will be happy to help you make your offer coherent towards buyer personas.