The Google knowledge panel gets clicks and attention – it’s usually the first thing you see when you search for a business, brand, or noteworthy person online.

If you work for a brand that has an unclaimed knowledge panel created by Google, or you represent a public figure with an unclaimed Knowledge Panel, you really have two options:

1. Cross your fingers and hope Google showcases the information you want.
2. Claim it and cut to the chase by telling Google what the web needs to know.

After all, if Google can find you and has collected enough data about you to create a knowledge panel, potential clients and customers are reading it to learn about you, too.

Often before they’ve ever visited your website or social media accounts.

Below, we break down everything you need to know about Google knowledge panels. Whether you are a brand or public figure, you will learn how to claim your panel and optimize it to put your best presentation forward on the web’s go-to destination for discovery.

What Is The Google Knowledge Panel?

You might not know what it’s called, but you’ve definitely used it. When you search for something on Google, you often see a block of text to the right of the regular search results. On mobile, the panel appears part way down the list of results.

If you were searching for information about, say, a little company called Microsoft, you would see a panel of information telling you what Google thinks you’re looking for. Since Microsoft is a large, well-known brand, you’ll see a whole lot of helpful information pulled from a mysterious database called the Knowledge Graph.

There can be only one

If you asked around, through Google or your SEO-minded friends and colleagues, you would have heard that there are two kinds of Google Knowledge Panels, one for local business and one for a brand. While this was the case, it is no longer true. 

There is only one kind of knowledge panel: the brand panel. Google provides a service for local businesses called Google My Business, which displays to searchers as a panel-like block next to the search results. You can do so many different things as a local business that simply does not apply to brands or people that Google has siloed them into two completely different concepts. While they might look the same, they most definitely aren’t. We will feature the Google Business Profile in a future blog post, but until then, read on about this valuable digital asset.

We’re going to focus on the only official knowledge panel type, which focuses on people, places, and things.

Google’s mission is to “organize the world’s information and make it universally accessible and useful,” and this is exemplified in the Knowledge Graph, which is where Google keeps all of the information it collects – and it collects a lot.

Only Google knows exactly what’s in the Knowledge Graph, but it’s possible to help it along and get some of that knowledge working for you.

But before we get to that, how do you know if you have one? Easy, just do a Google search for your name or your brand. If you don’t have a knowledge panel, there are steps you can take to get one, but none of them are guaranteed.

How Do I Get A Google Knowledge Panel?

First Things First: Guide To Claiming a Knowledge Panel

This is a vital, time-saving tip for claiming a knowledge panel: verified owner status in Google Search Console through an email address on the domain name associated with the panel.

Assuming you have this level of access with an account that matches the website associated with the brand or person you’re claiming, all you have to do is:

1. Click the “Claim this knowledge panel” button under your knowledge panel
2. When the Google Search Console verification screen loads, click “Confirm”
3. You will then be redirected to the Google search engine results page to suggest edits to your listing.

How do you know you’re a verified owner in Google Search Console?

The process to determine if you are a verified owner of a Google Search Console is pretty straightforward.

1. Login to Google Search Console
2. Click “Settings” on the bottom left of the screen
3. Review the Property Settings. You should see a green checkmark and the statement “You are a verified owner” immediately to the left of the checkmark.

If you currently only have “Delegated Owner” status or lower (“Full” or “Restricted” access), then Google will provide you with a variety of options to elevate your access level to verified. While we prefer the option of verification through Google Analytics or Google Tag Manager because it’s the easiest method, Google may only present you with HTML tag or DNS verification methods. Consult with your webmaster to determine which option is best for your organization for increasing your access level.

As of this writing, verified owners in Google Search Console with an email account on a company domain are the only users able to take this step of claiming a panel.

Are you an agency professional who represents a company or celebrity, media personality, or other public figure? Unless you have an email account on the same website domain as the one Google associates with the panel you are trying to claim, you will need to follow the steps below for verifying your identity.

Once the panel is claimed, you will have the ability to add other delegated owners who do not have a direct affiliation with your company, like agency representation (screenshot below). You can also continue to claim and gain access to knowledge panels for suggesting edits that may be loosely affiliated with your company.

How do I claim a knowledge panel without a Google Search Console account?

Step 1: Make sure you have a Google Account. It’s free and you’ll need one to get the most out of what Google can offer.

Step 2: Click the Get Verified link: https://posts.google.com/claim/?mid=/g/1hcp5gdf2

Step 3: Select either “I represent another person, organization or entity (sports team, musical group, film, etc.) that is not myself” or “I am a person with a knowledge panel”

Step 4: Fill the form out to the best of your knowledge and with the most up-to-date information you have available.

What information will I need to verify myself in Google Knowledge Panel?

Google wants to know that you are you, or that you are a legitimate representative of your organization. This is as important for you as it is for Google – they want to have the most correct information, and you want to be able to have a say in what Google displays about you.

In support of that, you’ll need to prove to Google that you are who you say you are. You will need to provide a name, even if you are claiming the knowledge panel for your business. You will also submit web pages that belong to you or your company. Your company’s homepage is a good start. Google also accepts social media profiles.

The way Google wants you to prove you have access to those social accounts and web page edits is surprisingly low-tech – you log in to those accounts and take screenshots of your successful sign-in. You can attach those screenshots to the verification form. You will also need to provide an official document that reassures Google that you are the right person to claim the knowledge panel. This “business verification” can take the form of any official document that outlines your role in promoting the company, from a document of incorporation with your name on it to an official social media partnership agreement, also with your name on it.

The last item that you’ll need is a photo of you holding some form of photo ID, with any sensitive information covered up or blacked out. Your driver’s license should be fine, but you can also use a passport or other government-issued ID card.

Once this process is complete, it may take a few days for Google to let you know, via your Google Account’s email address, that you have access. Congratulations!

Okay, I have my knowledge panel. What can I do with it?

This is where the real fun begins! You are now free to supply Google – and anybody searching for you or your company – the most accurate data possible. This is your opportunity to contextualize the parts of your business that are most valuable to people searching for you. These are your future or current customers, searching for your company or your name – they already know who you are, now they want to know what you can do for them.

Stuff to Check

Is the name of your business within Google Knowledge Panel correct?

This might seem like a simple one, but it’s important enough to warrant a mention straight at the top. Is the name spelled correctly? Even if you tend to use a common initialism or acronym for your brand, you’ll want to spell it out for this listing.

If this is a person’s knowledge panel, you’ll want to include the correct suffixes. They earned that MD or Ph.D., so why not put it next to their name?

Are those social media profies in your Google Knowledge Panel right?

Google’s Knowledge Graph will pull what it thinks are your brand’s social media profiles, but you can edit that block to make sure the correct ones are being displayed. This is a great opportunity to focus audience attention exactly where you want them to see your most recent social media updates.

Add A Website Button To Google Knowledge Panel

This is possibly the most important element on this page, and the one you absolutely need to make sure is correct – users will click that button to visit your page. That’s what Google’s all about, after all.

If you found this article helpful, you might want to check out one of these helpful posts on getting the most out of Google Search Console for your SEO efforts.

Other Articles About Google Knowledge Panel

• How and Why to Link Google Search Console in Google Ads
• Set Your Course In Google Search Console With International Targeting
• What are Core Web Vitals and What Should I Do About Them?

To get more information on this topic, contact us today for a free consultation or learn more about our status as a Google Premier Partner before you reach out.

The post How To Claim Your Google Knowledge Panel appeared first on Direct Online Marketing.

It was officially announced in May, and we broke the news in this blog post. (You should stay here and read that one next.)

Google has run ads in Maps before, but it never stuck. So why now? Let me give you a few stats:

• Every month people visit 1.5 locations related to a Google search
• 30% of mobile searches are location related
• 76% of people who use their mobile devices to search for something nearby visit a business within one day

Clearly, mobile and local searches are important and growing rapidly.

If so many potential consumers are searching near your business, wouldn’t it be nice to stand out from the crowd?

Enter scene: Promoted Pins.

Let’s say you own the Potbelly Sandwich Shop in downtown Louisville, KY.

Thousands of hungry people in your area are searching for a lunchtime spot and going to Google Maps for insight on finding “sandwiches.”

How can you be sure that those hungry people know about your “toasty warm sandwiches, craveable fresh salads, and hand-dipped milkshakes”?

Right now, the Google Map result looks like this:

With Promoted Pins, you can make Google Maps look more like this:

The same people searching for “sandwich” might now see your location with:

• Purple Pin
• Your Logo

Plus, you will now have space to add any specials to further encourage hungry diners to visit your location.

Getting Started with Promoted Pins

This new advertising feature is currently in beta, and Google had not yet announced a launch date.

However, there are three things you can do today.

• Review your Google My Business account and make sure the information is correct and complete. This information can be displayed in Google Maps now.
• Create location extensions in AdWords by simply connecting your Google My Business account in the Extensions tab. By activating location extensions, your business address and hours of operation can be displayed in your search text ads.
• Call Us. As masters of SEO & Paid advertising and a Google Partner in the Managed Agency Program, we get access to Google beta tests and get to test them for our clients before they are released to the public.

Google Comes to Louisville

Are you in the Louisville, KY area and interested in learning more? Great!

To get more information on this topic, contact us today for a free consultation or learn more about our status as a Google Premier Partner before you reach out.

The post Stand Out From The Crowd: Your Guide to Google Maps Promoted Pins appeared first on Direct Online Marketing.

OK, so I may be over exaggerating a bit, but now that I have your attention let me explain why it is imperative that you have optimized your hospital or health care facility for local search.

Google will create listings not only for the main hospital or medical facility but also for each doctor and department within the facility that has its own contact information. All too many times we have seen listings for doctors or departments that don’t even exist anymore. There are many patients who are simply trying to reach the switchboard to get to someone who can help them and quickly connect them to the party they need.  If optimized correctly, your main facility and contact number should appear on the top of the list.

There are several factors in how potential patients search that affect the results, including:

• Search engine (e.g. Google, Bing)
• Privacy settings (e.g. incognito while they are logged into the search engine)
• Actual search queries (e.g. “cancer doctors” vs. “emergency room”)
• Device Type (e.g. desktop, tablet, or phone)

Google My Business

Let’s take a look at just a few possible Google searches for ‘hospitals’ below. First I searched from my desktop while logged into my Google account with my location set as Wheeling, WV 26003:

I then did the same search from my mobile phone:

The mobile version also shows seven listings.  However with a much smaller screen, it requires some scrolling.  No big deal, right? Wrong! People don’t scroll!  (Especially if they are in urgent need of attention!) You want to be on the top of the list. Luckily for East Ohio Regional Hospital, they do rank in the top position in both of my keyword searches.

In many ways, you are in control of what information is listed in the local search results for your business. These results come from Google Maps, which is now linked to your Google+ page through Google My Business (previously Google Places).  When you claim your listing you can ensure that your information is updated and correct.  Hospitals or medical facilities should always use the main switchboard number for this listing. You will also have the opportunity to add your website, description, hours of operation and pictures.  With the mobile results, Google has made it easy for the patient by allowing them to call your facility or visit your website with a quick touch of the screen.

If you get nothing else from this blog post, at least get this: Claim and optimize your Google+ page to at least be “put you on the map”.

Helpful tips for Local Search Optimization

Local search optimization is a lengthy process which does not have to cost you a dime as long as you have the time and knowledge.  While Google My Business is a good place to start, it’s just the beginning of local search optimization.  To help you along, here are a few more suggestions to aide you in this process:

• Complete a spreadsheet with your NAP & details
  • In this scenario, NAP doesn’t refer to an afternoon siesta.  What it does refer to is your company’s name, address, and phone number.
  • Best practices include using your local telephone number- not your toll-free number – as well as your official business name.  Adding keywords to the business name does not help your cause; it only makes it harder for your patients to find you.

• Research the top Medical directories and citation sites
  • A good place to start would be Moz’s Top Citation Sources for Medical Services.
  • The more mentions of your site, the more value it will have in Google’s eyes and the more places your patients can find you.

• Keep a record of the sites where you have added and optimized your business and include:
  • The name of citation or directory site
  • Log in information
  • Date submitted
  • URL of your company’s listing
  • Any notes for things to be followed up on
• Always follow up to ensure accuracy
• Check your listing every few months to ensure your NAP is current.
• Make updates as needed for new services, any relocations, phone number changes, or website changes.

Now that you are no longer ‘killing people’ and know the steps you need to take to help your patients contact you, you probably feel much better!

We would love to hear if these steps have assisted you in your local search optimization and look forward to your comments. Should you find that you have further questions on best practices or just don’t have the time to complete this on our own, it’s one of our specialties!

To get more information on this topic, contact us today for a free consultation or learn more about our status as a Google Premier Partner before you reach out.

Want to check out more of our actionable ideas to grow confidently online in the medical and health industry? Check out some of these blog posts below.

• 12 Addiction Treatment Marketing Tactics To Kickstart Rehab Growth
• Google Medic: How to SEO Proof Your Site in the Trust Authority Era
• 30+ ‘Best Month Ever’s’ for an Eating Disorder Treatment Center
• How do People Find Answers to Health Related Questions?
• Healthcare Marketing Research & Survey Results

The post You Are Killing People if You Haven’t Optimized Your Hospital for Local Search! appeared first on Direct Online Marketing.

Apple has performed a great service for those of us who have ruined our eyesight using their iPhone and iPod Touch late at night under the bed covers with the iPad. It’s like the large print hard back novel you get in libraries for senior citizens.

Forget about the puerile derision and scorn poured upon the device all over the Web yesterday during its announcement pertaining to high-tech feminine hygiene. That’s so high school.

I remember fondly the Christmas before last my 90 year old grandmother and three year old niece taking turns on my iPod Touch needing little or no explanation as to how to use it having never set eyes on one before.

These devices, along with Google’s mobile platform, Android, and Microsoft’s rumored Zune phone as part of its three screens and a cloud strategy point to a great opportunity for small businesses on small devices and local SEO.

While Google may be trying to save itself a bit of money cutting down on server bills by announcing that Website load times will be taken into account as part of its ranking algorithm, it makes sense to look at it from the angle of Google being able to serve ads more quickly and efficiently via mobile devices. Google tends to advise on Webmastery as opposed to forthright recommendations, but there’s little to be left to the imagination as far as its ideas on site speed are concerned.

Google makes its money as an advertising company via Adwords, which need to be rendered via sponsored listings but also via content through Adsense. Google makes less money if its content ads can’t be delivered due to truly appalling site load times on mobile devices.

In essence, a quicker delivered Web experience is a better one – especially if you want click throughs on ads.

Besides ad delivery, local businesses now have potential customers with extremely smart phones roaming about their neighborhoods. Say you have an iPhone or an Android powered device that has GPS, Google maps and free turn-by-turn navigation. You’re driving or walking round a town or city and fancy a bite to eat. By typing in restaurant plus location, you should be able to find local listings and PPC ads.

However, that still doesn’t truly help you find out if the restaurants are worth eating at. Nor will it serve up a 2-for-1 entrée coupon. But, if you’ve optimized (read: filled out) your local business listing correctly then you have the option to offer coupons as part of your local listing. Also, because you’ve filled it in (read: optimized) your local listing properly, it should appear somewhere in the first ten local listings.

With the turn-by-turn GPS offered for free by Google a customer can then find click on directions in your local listings and off they go for lunch.

In the not too distant future, a customer should be able to make similar snap decisions by using Google Goggles (visual search). They might be walking round town and come across an eatery. By pointing their device’s camera at its façade, Google should be able to pull up that local business listing along with coupons, menus and anything else the proprietor deems useful. It should also be able to find other restaurants or similar businesses in the local area.

Suddenly it becomes a good idea for you to have geo-tagged images of your store front uploaded to your local business listing as well.

You could argue that Google not only wants quicker sites, but wants rid of them altogether as it pulls only the truly relevant information it needs to for whatever type of enquiry or search the user is trying to perform. SEO is becoming more nuanced, more fragmented and more mobile.

Granted, it’s all still very much in its infancy, but it’ll be out of its diapers extremely soon and walking and talking before you know it.

It’d be a shame to miss it growing up – along with your business!

To get more information on this topic, contact us today for a free consultation or learn more about our status as a Google Partner before you reach out.

The post Through the Local Search-Looking iPad Glass appeared first on Direct Online Marketing.