The Ultimate Cheat Sheet for Taking Full Control of Your Google Knowledge Panels

Posted by MiriamEllis

They say you can’t squeeze blood out of a turnip, but when the
turnip (and your biggest potential competitor) is Google, the
lifeblood of the local business locations you market could depend
on knowing where to take control.

As Google acts to confine ever-more stages of the local consumer
journey within their own interface, local enterprises need to
assume as much control as possible over the aspects of the Google
Knowledge Panel that they can directly or indirectly influence.

This cheat sheet is your fast track to squeezing the most you
can out of what Google is still offering.

How Google changed from local business benefactor to competitor

It may not come naturally, at first, to think of Google as a
competitor. For many years in the local space, their offering of
significant free screen real estate to any eligible local
enterprise was like a gift. But, in their understandable quest for
maximum profitability, Google is increasingly monetizing their
local product, while at the same time giving more space to public
sentiment when it comes to your brand’s reputation.

As this trend continues, your business needs to know which
features of the Google Knowledge Panel that appear when searchers
seek you by name can be controlled. You’ll also want to know
which of these features has the most potential to influence
rankings and consumers. We’ll explore both topics, as
follows.

Core features on most Google Knowledge Panels

Different industries have different Knowledge Panel features,
but the following graphic and key represent the elements that
commonly pertain to most business categories. Each numbered feature
will be described and designated as controllable “yes” or
controllable “no” in the accompanying key. Some features will
be labeled controllable “partly”, with notes explaining that
designation. You will also discover pro tips for best practices,
where appropriate.

1.) Photos & videos

When clicked on, this takes the user to both owner and
user-generated photos in a set. Photos significantly impact CTR.
Photos must be monitored for spam.

On mobile, there is a separate tab for photos, beyond the
initial profile images.

Pro Tip: Videos can also be posted to your photos section, but
try to post more than 2 videos so that you’ll get a separate
mobile video subtab.

Controllable?

Partly; this is both an owner and crowdsourced element.

2.) Maps

When clicked on, this takes the user to the Maps-based Knowledge
Panel accompanied by map with pin. Be sure your map marker is
correctly placed.

Controllable?

Partly; owner can correct misplaced map marker, but users can
submit placement edits, too.

3.) Exterior photo

When clicked on, this takes the user to an interactive Google
Street View visual of the business.

*On mobile, no separate space is given to exterior photos.

Controllable?

Partly; owner can correct misplaced map marker.

4.) Business name

This must reflect the real-world name of the business and be
formatted according to Google’s guidelines.

Pro Tip: If your enterprise is a Service Area Business, like a
plumbing franchise with no storefronts, your name should match what
appears on your website.

Controllable?

Yes; owner provides, though public can edit.

5.) Maps star

When clicked on, this gives users the option to either save the
location to their map, or to view the location on Maps. Very little
has been published about this easily overlooked feature. Users who
star a location then see it as a star in the future on their maps.
They are a form of “lists.” It might be posited that a business
which many have starred might see some form of ranking boost, but
this is speculative.

*On mobile, there is no Maps star. There is a “save” icon
instead.

Controllable?

No.

6.) Website button

When clicked on, this takes the user to the website of the
company. In multi-practitioner and multi-location scenarios, care
must be taken that this link points to the right URL.

Pro Tip: Large, multi-location enterprises should consider
pointing each location’s Knowledge Panel to the right landing
page. According to a new study, when both brand- and
location-specific pages exist, 85% of all consumer engagement takes
place on the local pages (e.g., Facebook Local Pages, local landing
pages). A minority of impressions and engagement (15%) happen on
national or brand pages.

Controllable?

Yes; owner provides, though public can edit.

7.) Directions button

When clicked on, this takes the user to the Maps-based widget
that enables them to designate a starting point and receive driving
directions and traffic alerts. Be sure to check directions for each
location of your enterprise to protect consumers from
misdirection.

Controllable?

Partly; owner and the public can report incorrect
directions.

8.) Review stars and count

The star portion of the section is not an average; it’s
something like a “Bayesian
average
.” The count (which is sometimes inaccurate), when
clicked, takes you to the separate review interface overlay where
all reviews can be read. Review count and sentiment are believed to
impact local rankings, but the degree of impact is speculative.
Review sentiment is believed to highly impact conversions.

Pro Tip: While Google is fine with your business asking for
reviews, never offer incentives of any kind in exchange for them.
Also, avoid bulk review requests, as they can result in your
reviews being filtered out.

Controllable?

Partly; owner can encourage, monitor, thumb up, and respond to
reviews, as well as reporting spam reviews; public can also flag
reviews as well as thumbing them up.

9.) Editorial summary

This is generated by Google via unconfirmed processes and is
meant to provide a summarized description of the business.

Controllable?

No.

10.) Address

For brick-and-mortar businesses, this line must display a
genuine, physical address. For service area businesses, this line
should simply show the city/state for the business, based on
hide-address settings in the GMB dashboard.

Controllable?

Yes; owner provides, though public can edit.

11.) Hours

When clicked on, a dropdown displays the complete hours of
operation for the business. Care must be taken to accurately
reflect seasonal and holiday hours.

Controllable?

Yes; owner provides, though public can edit.

12.) Phone

This number must connect as directly as possible to the
location. On desktop, this number can be clicked, which will dial
it up via Hangouts. A business can add more than one phone number
to their GMB dashboard, but it will not display publicly.

*On mobile, there is no phone number displayed; just a call
icon.

Pro Tip: The most popular solution to the need to implement call
tracking is to list the call tracking number as the primary number
and the store location number as the additional number. Provided
that the additional number matches what Google finds on the
website, no serious problems have been reported from utilizing this
strategy since it was first suggested in 2017.

Controllable?

Yes; owner provides, though public can edit.

13.) Suggest an edit link

This is the most visible vehicle for the public to report
problems with listing data. It can be used positively or
maliciously.

Controllable?

No.

14.) Google Posts

Introduced in 2017, this form of microblogging enables
businesses to post short content with links, imagery, and video
right to their Knowledge Panels. It’s believed use of Google
Posts may impact local rank. Each Google post lasts for 7 days,
unless its content is designated as an “event,” in which case
the post will remain live until the event ends. Google Posts are
created and controlled in the GMB dashboard. Google has been
experimenting with placement of posts, including showing them in
Maps.

Pro Tip: Posts can be up to 1500 characters, but 150–350
characters is advisable. The ideal Posts image size is 750×750.
Images smaller than 250×250 aren’t accepted. Posts can feature
events, products, offers, bookings, phone numbers, 30-second
videos, and links to learn more. Images can contain text that can
prompt users to take a specific action like visiting the website to
book an appointment, and early days experiments show that this
approach can significantly boost conversions.

Controllable?

Yes.

15.) Know this place?

When clicked on, this feature enables anyone to contribute
attribution information to a place. A wizard asks the user a
variety of questions, such as “does this place have onsite
parking?”

Pro Tip: Google has let Top Contributors to its forum know that
it’s okay for businesses to contribute knowledge to their own
Know This Place section.

Controllable?

Partly; both owner and public can add attribution via this
link.

16.) Google Questions & Answers

Introduced in 2017, this crowdsourced Q&A functionality can
be contributed to directly by businesses. Businesses can post their
own FAQs and answer them, as well as responding to consumer
questions. Q&As with the most thumbs up appear up front on the
Knowledge Panel. The “Ask a Question” button facilitates
queries, and the “See all questions” link takes you to an
overlay popup showing all queries. This is becoming an important
new hub of social interactivity, customer support, and may be a
ranking factor. Google Q&A must be monitored for spam and
abuse.

Controllable?

Partly; both owner and public can contribute.

17.) Send to your phone

Introduced in 2016, this feature enables desktop users to send a
place to their phone for use on the go. It’s possible that a
place that has been sent to a lot of phones might be deemed popular
by Google, and therefore, more relevant.

*On mobile, this option doesn’t exist, for obvious
reasons.

Controllable?

No

18.) Review snippets

This section of the Knowledge Panel features three excerpts from
Google-based reviews, selected by an unknown process. The “View
all Google reviews” link takes the user to an overlay popup
featuring all reviews. Owners can respond to reviews via this popup
or the GMB dashboard. Review count, sentiment, velocity, and owner
response activity are all speculative ranking factors. Reviews must
be monitored for spam and abuse.

Pro Tip: In your Google My Business dashboard, you can and
should be responding to your reviews. Surveys indicate that 40% of
consumers expect businesses to respond, and more than half expect a
response within three days, but it’s best to respond within a
day. If the review is negative, a good response can win back about
35% of customers. Even if you can’t win back the other 65%, a
good response serves to demonstrate to the entire consumer public
that your business is ethical and accountable.

Controllable?

Partly; both owner and public can contribute.

19.) Write a Review button

This is the button consumers click to write a review, leave a
star rating and upload review imagery. Clicking it takes you to a
popup for that purpose.

*On mobile, this is formatted differently, with a large display
of five empty stars labeled “Rate and Review.”

Controllable?

No.

20.) Add a Photo button

This button takes you to the photo upload interface. Third-party
photos must be monitored for spam and abuse. Photos are believed to
impact CTR.

*On mobile, this CTA is absent from the initial interface.

Controllable?

Partly; brands can’t control what photos users upload, but
they can report inappropriate images.

21.) View all Google reviews

This link brings up the pop-up interface on desktop containing
all of the reviews a business has received.

Pro Tip: Enterprises should continuously monitor reviews for
signs of emerging problems at specific locations. Sentiment
analysis software is available to help identify issues as they
arise.

Controllable?

Partly; brands can’t control the content reviewers post, but
they can control the quality of experiences, as well as responding
to reviews.

22.) Description

After years of absence, the business description field has
returned and is an excellent place to showcase the highlights of
specific locations of your enterprise. Descriptions can be up to
750 characters in length.

Pro Tip: Do call out desirable aspects of your business in the
description, but don’t use it to announce sales or promotions, as
that’s a violation of the guidelines.

Controllable?

Yes.

23.) People Also Search For

This section typically shows brand competitors, chosen by
Google. If clicked on, the user is taking to a Local Finder-type
view of these competing businesses, accompanied by a map.

Controllable?

No.

24.) Feedback

This link supports suggested public edits of the Knowledge
Panel, which Google can accept or reject.

Controllable?

Partly; brands can’t control what edits the public suggests.
Brands can use this feature to suggest edits, too, but there are
typically better ways to do so.

Additional features on some Google Knowledge Panels

Some industries have unique Knowledge Panel features. We’ll
list the most common of these here:

Price summary

This is meant to be an overview of general pricing.

Controllable?

Partly; this is both an owner and crowdsourced element.

Lengthier editorial summary

Shown in addition to showing the category of the business, this
editorial summary is created by Google by unconfirmed
processes.

Controllable?

No.

Menu link

A somewhat complex feature, these can link to third-party menus,
or can be generated directly by the owner in the GMB dashboard for
some businesses.

Controllable?

Partly; owner can control the menu URL and content in some
cases.

Reviews from around the web

This features a rating summary and links to relevant third-party
review sources, determined by Google.

Controllable?

Partly; owners can’t dictate which 3rd parties Google chooses,
but they can work to build up positive reviews on featured
sources.

Critic reviews

These are chosen by Google, and stem from “professional”
review platforms.

Controllable?

No.

Popular times

This information is drawn from users who have opted into Google
Location History. It’s meant to help users plan visits. It’s
conceivable that this could be utilized as a ranking
factor.

Controllable?

No

Booking

This “see schedule” button takes the user to Maps-based
display of the company’s schedule, with the ability to reserve an
appointment.

Controllable?

Yes

Groupon ads

This
controversial element
found on some Knowledge Panels appears to
feature Groupon being allowed to advertise on brands’ listings
without owner consent.

Controllable?

No

Local business URLs

There are a variety of additional
URLs
that can either be added to the GMB dashboard or stem from
third parties. These URLs can represent menus, ordering, booking,
reservations, and product searches.

Controllable?

Partly; owner can add some additional URLs, but some come from
3rd parties

Google Messaging

This is Google’s live
chat feature
that lets clients directly message you.

Controllable?

Yes

Hotel Knowledge Panels

Hotel Knowledge Panels are practically a completely different
animal. They can offer much more detailed booking options, more
segmented review sentiment, various ads, and deals.

Controllable?

Mostly; owners have a variety of features they can enable,
though some are out of their control.

Prioritizing Google Knowledge Panel features for maximum impact

Every location of an enterprise faces a unique competitive
scenario, depending on its market. What may “move the needle”
for some business locations may be relatively ineffectual in
others. Nevertheless, when dealing with a large number of
locations, it can be helpful to have a general order of tasks to
prioritize. We’ll offer a basic list that can be used to guide
work, based on elements that most important to get right first:

✓ Guidelines

Be sure all listings are eligible for inclusion in Google’s
product and adhere to Google’s guidelines, both for the listings,
themselves, and for reviews.

✓ Duplicates

Identify duplicate Google My Business listings using Moz Check
Listing or Moz Local and handle them appropriately so that ranking
strength isn’t being divided up or thwarted by multiple listings
for the same location.

✓ NAP

Create a spreadsheet containing company-approved name, address,
phone number and website URL data for each location and be sure
each Google listing accurately reflects this information.

✓ Category

Without the right primary category, you can’t rank for your
most important searches. Look at the category your top competitors
are using and, if it’s right for you, use it. Avoid repetition in
category choices (i.e. don’t choose both “auto dealership”
and “Toyota dealership”).

✓ Map markers

It may seem obvious, but do an audit of all your locations to be
sure the Map marker is in the right place.

✓ Reviews

Acquire, monitor and respond to reviews for all locations on a
daily basis, with the goal of demonstration accessibility and
accountability. Reviews are part-and-parcel of your customer
service program.

✓ Images

Images can significantly influence clickthrough rates. Be sure
yours are as persuasive and professional as possible.

✓ Posts

Make maximum use of the opportunity to microblog right on your
Knowledge Panel.

✓ Ability to implement call tracking numbers

Analysis is so critical to the success of any enterprise. By
using a call tracking number as the primary number on each
location’s Knowledge Panel, you can glean important data about
how users are interacting with your assets.

✓ Q&A

Post and answer your own company FAQ, and monitor this feature
on a regular basis to emphasize the accessibility of your customer
support.

✓ Product/service menus

Where appropriate, a thorough menu deepens the experience a user
can have with your Knowledge Panel.

✓ Bookings

Depending on your industry, you may find you have to pay Google
for bookings to remain competitive. Alternatively, experiment with
Google Posts image text to pull users from the Knowledge Panel over
to your own booking widget.

✓ Attributes

Add every appropriate attribute that’s available for your
business category to deepen Google’s understanding of what you
offer.

Summing up

Each element of a Google Knowledge Panel offers a different
level of control to your Enterprise, from no control to total
control. Rather than worry about things you can’t manage, focus
on the powers you do have to:

  1. Create positive real-world consumer experiences by dint of your
    excellent customer service
  2. Prompt consumers to help you reflect those experiences in your
    Knowledge Panel
  3. Monitor, track, and interact with consumers as much as possible
    on your Knowledge Panel
  4. Publish rich and accurate information to the Knowledge Panel,
    knowing that Google wants to retain as many users as possible
    within this interface

Local enterprises are in a time of transition in 2018, moving
from a past in which the bulk of customer experiences could be
controlled either in-store or on the brand’s website, to a
present in which Google is successfully inter-positioning itself an
informational and transactional agent.

Google wants your Knowledge Panel to work for them, but with the
right approach to the elements you can control, you still have a
significant say in how it works for you.

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