Managing knowledge panels on Google for global brands

This is a recording of a talk given at the International Search Summit Barcelona 2021. Knowledge panels are difficult to manage at the best of times. The international aspect brings a major additional problem: knowledge panels vary according to the geo-location of the searcher. Using data from over 2 million knowledge panels covering 15 countries, Jason Barnard from Kalicube explains the role knowledge panels play for Google and analyses the situation and the challenges they present to us as marketers. He then analyses what information populates knowledge panels for international companies and where Google gets that information. Last but not least, Jason shares the strategic approach and practical tips and tricks that will help international brands rise to the new and little-understood challenge of managing their knowledge panel.