In just 77 slides, Jason Barnard explains the tips, tricks and strategies for triggering Knowledge Panels on Google. Then goes on to explain how you can manage and correct the information they contain (clue: the secret is trustworthiness, authority ... which give you control). Jason finishes with a strategy for educating Google so that it correctly and confidently understands who you are what you do and who your audience is . At that point, your Knowledge Panel will be driving your entire digital strategy.

1. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Knowledge Panels
How to Trigger and Manage a Knowledge Panel for your Brand.

2. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The Brand SERP Guy

3. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The Brand SERP Guy
“Mr Knowledge Panel”

4. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The Brand SERP Guy
“Mr Knowledge Panel”
Currently Living in Paris

5. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The Brand SERP Guy
“Mr Knowledge Panel”
Currently Living in Paris
Voice Actor
(Cartoon Blue Dog)

6. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The Brand SERP Guy
“Mr Knowledge Panel”
Currently Living in Paris
Voice Actor (Cartoon Blue Dog)
Punk Folk Musician

7. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The Brand SERP Guy
“Mr Knowledge Panel”
Currently Living in Paris
Voice Actor (Cartoon Blue Dog)
Punk Folk Musician
Groovy Podcast
(intelligent, interesting and fun)

8. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The Brand SERP Guy
“Mr Knowledge Panel”
Currently Living in Paris
Voice Actor (Cartoon Blue Dog)
Punk Folk Musician
Groovy Podcast
Author

9. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The Brand SERP Guy
“Mr Knowledge Panel”
Currently Living in Paris
Voice Actor (Cartoon Blue Dog)
Punk Folk Musician
Groovy Podcast
Author
CEO & Founder: Kalicube
(SaaS + Courses)

10. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The Brand SERP Guy

11. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The plan
1. Context: Brand SERPs
2. Brand Knowledge Panels
3. International Variations
4. What are Google’s Sources?
5. What You Can Do (Practical Tips)
6. What’s Next? (Exciting!)
7. Fun examples! (If we have time :)
8. The Ultimate Aim (Fun and Games Aside)

12. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
1) Context: Your Brand SERP
Important for 3 BIG reasons

13. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
More or less convincing
More or less positive
More or less accurate
Exact match brand search

14. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Important for your Audience

15. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
The A-list of people who matter to your business
clients, prospects, investors, partners...
Your Brand SERP is your Google Business Card!

16. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Important for Google

17. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Google’s assessment
(its opinion of the world’s opinion of you - E-A-T)

18. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Important for You

19. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
A window into your Brand’s
Digital Ecosystem (and content strategy)

20. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
2) Brand Knowledge Panels
Google’s summary of its understanding of your brand
as an Entity (“fact”)

21. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
What is a
Knowledge
Panel and What
Role Does it
Play for Google?

22. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
One Size Fits All

23. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard

24. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Knowledge Panels on Brand
SERPs are Commonplace

25. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Brand Knowledge Panels are
Commonplace
18,723 brands from the Kalicube Pro dataset
9,633 (51%) have a Knowledge Panel in the USA
(up from 43% 2 years ago)

26. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Facts are
Universal
18,723 brands from the Kalicube Pro dataset
9,633 (51%) have a Knowledge Panel in the USA
(up from 43% 2 years ago)
98% of those have an equivalent KP in

27. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
3) International Variations

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Facts are Universal
But what is relevant to show - far from it !
Compared to

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Attributes / Info
2,567 unique attributes for companies
*data from Kalicube Pro SaaS
You need to manage this !

30. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Localised accounts
Ikea have social accounts per
country and manage them better
than most
Social Profiles
*data from Kalicube Pro SaaS
USA USA USA World USA World USA UAE World World
You need to manage this !

31. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Associations differ across regions
People Also
Search For
*data from Kalicube Pro SaaS

32. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Associations differ
across regions
People Also
Search For
*data from Kalicube Pro SaaS
Number of entities that are different

33. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Entity Statements
aka
PAA in the KP
Over 25% of Knowledge
Panels now have them -
up from 10% a year ago.
https://searchengineland.com/the-expansion-of-
people-also-ask-in-the-search-results-344644
You need to manage this !

34. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
A Fun Example

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Extra Special Mention

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4) Google’s Sources
This is (probably) less obvious than you think

39. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Google Gets Data from...

40. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
...but also MANY MANY Other Sources
https://kalicube.pro/kg-sources *data from Kalicube Pro SaaS

41. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
*data from Kalicube Pro SaaS
Autos & Vehicles Food & Drink Travel Hobbies
Industry Niche

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*data from Kalicube Pro SaaS
Geo is vital

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Entity Type Geo Category
At Kalicube We Figure This Out Using Entity Equivalents

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Google’s Sources
New Insights from Kalicube Pro

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Source Types
17%
11%
*data from Kalicube Pro SaaS

46. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
5) What You Can Do
Practical Advice and Tips

47. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Essentially: Take Control
You can (heavily) influence what appears

48. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Every entityneeds a home
The go-to place for info that Google trusts
JohnMu calls the process “reconciliation”

49. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Every entityneeds a home
A page on a site you control
Describe clearly
who you are & what you do
And signpost...

50. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Corroboration on:
Cumulation of Corroboration
(preferably pointing both ways)
● Multiple
● Independent
● Authoritative
● 3rd parties

51. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Make your page the reference for you !
Brand Knowledge Panels
● 4 out of 10 do not cite Wikipedia
● 3 out of 10 cite no-one
● 1 out of 10 cite a non-wiki source
● 1 out of 100 cite the brand’s own site

52. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
You can “feed” the Knowledge Graph
This is as close as you’ll get to control :)

53. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
6) What is Next?

54. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Filter Pills
Offering
Multiple
Verticals
You need to control

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7) Fun Examples

59. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Happy Families
I have made my personal website the trusted source

60. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Happy
Families

61. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Ambiguity Makes it Tough
Especially when the authoritative sources get it wrong
(and contradict each other)

62. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Two Bands
One Knowledge Panel
June 2020

63. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
June 2020
50/50
October 2020
70/30
November 2021
100%

64. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
8) The Ultimate Aim is Control

65. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Control
Through
Your
Entity
Home

66. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Kalicube

67. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
1. Beginners: Brand SERP Book
2. Intermediate: Brand SERP Courses
3. Advanced: Brand SERP SaaS Platform
Learn More / Dig Deeper
Available on https://kalicube.academy
Available on
Available on https://kalicube.pro

68. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Optimise
your Brand SERP
Manage
your Knowledge Panel

69. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Things you might want to retain in your brain

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Things you might want to retain in your brain
1. Knowledge panel presence is consistent internationally (anglophone)

71. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Things you might want to retain in your brain
1. Knowledge panel presence is consistent internationally (anglophone)
2. But the actual content can vary enormously

72. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Things you might want to retain in your brain
1. Knowledge panel presence is consistent internationally (anglophone)
2. But the actual content can vary enormously
3. Create and Entity Home and start gaining control using schema.org

73. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Things you might want to retain in your brain
1. Knowledge panel presence is consistent internationally (anglophone)
2. But the actual content can vary enormously
3. Create and Entity Home and start gaining control using schema.org
4. Build corroboration on multiple authoritative 3rd party sources

74. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Things you might want to retain in your brain
1. Knowledge panel presence is consistent internationally (anglophone)
2. But the actual content can vary enormously
3. Create and Entity Home and start gaining control using schema.org
4. Build corroboration on multiple authoritative 3rd party sources
5. The trusted sources you leverage depends on market and geography

75. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Things you might want to retain in your brain
1. Knowledge panel presence is consistent internationally (anglophone)
2. But the actual content can vary enormously
3. Create and Entity Home and start gaining control using schema.org
4. Build corroboration on multiple authoritative 3rd party sources
5. The trusted sources you leverage depends on market and geography
6. Brand SERPs are the most interesting thing in digital marketing

76. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Things you might want to retain in your brain
1. Knowledge panel presence is consistent internationally (anglophone)
2. But the actual content can vary enormously
3. Create and Entity Home and start gaining control using schema.org
4. Build corroboration on multiple authoritative 3rd party sources
5. The trusted sources you leverage depends on market and geography
6. Brand SERPs are the most interesting thing in digital marketing
7. Track and measure for stunning insights-a-gogo

77. Kalicube.pro - it’s all about your Brand SERP jasonmbarnard
Knowledge Panels
How to Trigger and Manage a Knowledge Panel for your Brand.
Thank You !