Why optimise for Google Knowledge Graph?
Google's Knowledge Graph is constantly expanding and is being incorporated into search results more often. The principle goal is to provide more relevant and related information from Google in response to a single search query.
Among the many Knowledge Graph widgets, the most popular is the sidebar panel which increasingly displays for brand searches. These panels can be a powerful commentary tool for your brand which can increase awareness of your brand and build users' trust. Therefore, it is essential that the information in your brand's Knowledge Graph Panel is accurate and complementary.
Google uses many sources of information to build the Knowledge Graph and so it can be challenging to influence. However, there are known sources which Google uses to build the Knowledge Graph such as structured data mark up, Wikipedia, social signals and online data repositories which can be used to potentially influence the appearance of your brand.
Google also offers business owners the option of claiming their Knowledge Graph Panel and making amendments to the information there, such as the company's official name and website, official logo, owner, date of foundation, business description, social media profiles and more.