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Martech Mashup: Google Knowledge Panels

Google has launched a verification process for folks representing brands online. However, it’s exclusively for brands that already have their own ‘branded Knowledge Panel’.

Know your Knowledge Panel

Since 2012, Google has shown summary information about businesses, celebrities, sports clubs, media properties and other organisational brands.

Not every search shows a Knowledge Panel. Smaller orgs might not be recognised. Larger ones might not meet some other criteria. Those criteria are decided by algorithms beyond our ken.

Who can

There are two types of Knowledge Panel: Local & Branded. Local ones are created and controlled by Google My Business accounts, and usually feature reviews. Branded ones are exclusively determined by secret Google algorithms that evaluate importance.

The recently launched verification process only works if you already have your own branded Knowledge Panel.

How to

Log in to your private Google account and search for the brand you represent. If it comes up with a Knowledge Panel, look beneath it for a small-print link: ‘Do you manage the online presence for [insert brand name here]?’

That link goes to a ‘Get Verified’ page. Prove your connection to the brand by signing in with either YouTube, Google+, Search Console or Twitter.

Surprised to see Twitter on the list of verification partners?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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