These slides were presented at the SEMrush webinar "Structured Data for the Knowledge Panel". Video replay and transcript are available at https://www.semrush.com/webinars/structured-data-for-the-knowledge-panel/
5. https://kalicube.pro @jasonmbarnard v
Jason Barnard
➔ The Brand SERP Guy
➔ 2 decades in digital (and a short career in TV)
➔ Groovy podcast(with over 140 guest experts)
➔ Widely Published Author
6. https://kalicube.pro @jasonmbarnard v
Jason Barnard
➔ The Brand SERP Guy
➔ 2 decades in digital (and a short career in TV)
➔ Groovy podcast(with over 150 guest experts)
➔ Widely Published Author
➔ International Speaker
8. https://kalicube.pro @jasonmbarnard v
The plan
1. The Knowledge Graph
2. Knowledge Panels
3. Knowledge Panels and Brand SERPs
4. Educating Google
(using schema.org, but not only :)
5. Using schema to keep Google on track
(disambiguating, correcting, stabilising, creating…)
6. Beware! Closing the loop, consistency and duplication
7. Fun examples
13. https://kalicube.pro @jasonmbarnard v
MANY Sources for the Knowledge Graph
3184 Unique domains cited in knowledge panels from my dataset
This is just the visible tip of a VERY big iceberg
https://kalicube.pro/kg-sources
14. https://kalicube.pro @jasonmbarnard v
But not everything that has a
knowledge panel is in the Knowledge Graph
1. Presence in the Knowledge Graph
2. Google Books
3. GMB
4. YouTube
5. Google News
6. Others...
18. https://kalicube.pro @jasonmbarnard v
With candidate
sets and the
whole page algo,
Google SERPs
Can (and most often do)
change A LOT
(only 1 result remains)
Google’s
Raw Blue
Links
19. https://kalicube.pro @jasonmbarnard v
With candidate sets and
the whole page algo,
Google changes
A LOT
and in brand
SERPs it
demonstrates a
great deal of
understanding
Google’s Raw Blue Links
Top 7 organic
20. https://kalicube.pro @jasonmbarnard v
Further Reading
1. How a SERP is built: Darwinism in Search
2. How bots work: Discovering, Crawling, Extracting & Indexing
3. How the blue links algo works
4. How image & video algorithm works
5. How the Q&A / featured snippet algorithm works
6. The whole page algo (what it is and how it works)
Search “Jason Barnard”
and click on this link (3rd or 4th)
23. https://kalicube.pro @jasonmbarnard v
A SERP for a Brand that is ‘well understood’:
1. Your site rank #1
2. Rich sitelinks
3. Rich elements (video, image, news, podcast…)
4. People Also Ask
5. Positive and accurate choice of blue links
6. Entity boxes
And, of course….
29. https://kalicube.pro @jasonmbarnard v
Every entity needs a home
The go to place for info that Google trusts
Make a page on your site the home for your brand entity
Describe it clearly
And add some
(disaster story coming up !)
36. https://kalicube.pro @jasonmbarnard v
Use sameAs and url to signpost
corroboration from:
● Multiple
● (Independent)
● Authoritative
● 3rd parties
sameAs is meant to link your data with other data (that the machine can query: dbpedia, wikidata, wordlift...
url is meant to signpost a page that talks only (or large majority) about the entity
Cumulation of Corroboration
37. https://kalicube.pro @jasonmbarnard v
The Knowledge Graph is VERY topic-niche
3184 Unique domains cited in knowledge panels from my dataset
This is just the visible tip of a VERY big iceberg
https://kalicube.pro/kg-sources
56. https://kalicube.pro @jasonmbarnard v
Some examples of small discrepancies
that caused BIG headaches for the entities
● Namesake(search results page)
● Subdomain (www vs non www)
● Timezone(none vs UTC vs GMT vs BST vs ET etc)
● Accents (é vs e)
● Order of words (SARL Cedreo vs Cedreo SARL)
...
This could be a specialisation all on its own…
I see new ones almost every day, Sherlock :)
71. https://kalicube.pro @jasonmbarnard v
Things you might want to retain in your brain
1. Knowledge Panels vary ENORMOUSLY by entity type and entity(case by case)
2. Wikipedia isn’t necessarily helpful(and the more I think about it the more reasons I can think of that it isn’t helpful for 99.9% of us)
72. https://kalicube.pro @jasonmbarnard v
Things you might want to retain in your brain
1. Knowledge Panels vary ENORMOUSLY by entity type and entity(case by case)
2. Wikipedia isn’t necessarily helpful(and the more I think about it the more reasons I can think of that it isn’t helpful for 99.9% of us)
3. Give your entity a home (or rather force that home on Google)
73. https://kalicube.pro @jasonmbarnard v
Things you might want to retain in your brain
1. Knowledge Panels vary ENORMOUSLY by entity type and entity(case by case)
2. Wikipedia isn’t necessarily helpful(and the more I think about it the more reasons I can think of that it isn’t helpful for 99.9% of us)
3. Give your entity a home (or rather force that home on Google)
4. Schema.org markup is your best shot at control
74. https://kalicube.pro @jasonmbarnard v
Things you might want to retain in your brain
1. Knowledge Panels vary ENORMOUSLY by entity type and entity(case by case)
2. Wikipedia isn’t necessarily helpful(and the more I think about it the more reasons I can think of that it isn’t helpful for 99.9% of us)
3. Give your entity a home (or rather force that home on Google)
4. Schema.org markup is your best shot at control
5. Small discrepancies can sink your boat faster than a bag of rocks
75. https://kalicube.pro @jasonmbarnard v
Things you might want to retain in your brain
1. Knowledge Panels vary ENORMOUSLY by entity type and entity(case by case)
2. Wikipedia isn’t necessarily helpful(and the more I think about it the more reasons I can think of that it isn’t helpful for 99.9% of us)
3. Give your entity a home (or rather force that home on Google)
4. Schema.org markup is your best shot at control
5. Small discrepancies can sink your boat faster than a bag of rocks
6. Brand SERPs are the most interesting thing in digital marketing
76. https://kalicube.pro @jasonmbarnard v
Things you might want to retain in your brain
1. Knowledge Panels vary ENORMOUSLY by entity type and entity(case by case)
2. Wikipedia isn’t necessarily helpful(and the more I think about it the more reasons I can think of that it isn’t helpful for 99.9% of us)
3. Give your entity a home (or rather force that home on Google)
4. Schema.org markup is your best shot at control
5. Small discrepancies can sink your boat faster than a bag of rocks
6. Brand SERPs are the most interesting thing in digital marketing
7. Track all this stuff - it changes fast