Knowledge panels for people vs companies — Jason Barnard // Kalicube

Jason Barnard, The Brand SERP Guy at Kalicube, discusses the importance of brand SERPs and online reputation management. Google wants to understand who you are, what you do, and who your audience is. When Google has that understanding, it can represent you incredibly well to users. Today, Jason talks about knowledge panels for people versus companies
About the speaker

Jason Barnard

Kalicube

- Kalicube

Jason is The Brand SERP Guy at Kalicube

Show Notes

  • 02:22
    Knowledge panels for people and companies
    This information is critical to brand image and SEO. We need to ensure that Google has the right facts to present about ourselves and our companies in search results.
  • 04:02
    How Google distinguishes between entities with the same name
    It must decide who the dominant entity is. Google may determine that one entity is searched more often than the other. This could lead to that entity being recognized as the dominant one.
  • 05:44
    How Google decides on an entitys dominance
    It really is about getting Google to understand who you are, what you do, and who your audience is. That way, Google will show you when the audience seems more relevant.
  • 08:35
    What to do when your companys knowledge panel has competition
    We should focus on removing as much ambiguity as possible. That way its easier for Google to understand definitively who you are.
  • 09:49
    Optimizing knowledge panels for people
    There can be a lot of ambiguity around names, especially in different geographical areas. So, start in the place where you have the most relevance, and build your brand presence.
  • 12:39
    Optimizing knowledge panels for companies
    When Google understands your company and audience, it can better represent you on brand SERPs. So its all about getting Google to understand who you are as a business.
  • 14:13
    Rebranding and search engine confusion
    Google looks at all the places a company is referenced. Companies should plan ahead and ensure all these references are updated simultaneously.

Quotes

  • "Getting Google to present the correct facts about our company or ourselves is fundamentally important to our own brand image and also to our SEO." -Jason Barnard, Kalicube, The Brand SERP Guy

  • "We call them knowledge panels because the idea is Google has knowledge and its showing understanding of knowledge about a person or a company." -Jason Barnard, Kalicube, The Brand SERP Guy

  • "Whether we realize it or not, as human beings we trust Google. We see on the right side of the search results, something we perceive to be fact." -Jason Barnard, Kalicube, The Brand SERP Guy

  • "When Google has to distinguish between two entities with the same name, it needs to decide who is the dominant entity." -Jason Barnard, Kalicube, The Brand SERP Guy

  • "The dominant entity is a combination of Google's understanding of that named identity, and the probability that the person is searching for that specific named identity." -Jason Barnard, Kalicube, The Brand SERP Guy

  • "If I can explain to Google who I am, what I do, and who my audience is, Google will show me when the audience seems more relevant. And the other guy, when the audience is interested in him." -Jason Barnard, Kalicube, The Brand SERP Guy

  • "If I can make it less ambiguous for human beings, I will make it less ambiguous for Google. And I'll probably serve my business better from a human being perspective." -Jason Barnard, Kalicube, The Brand SERP Guy

  • "Companies are likely to be less ambiguous within their industry and country because of trademark protection." -Jason Barnard, Kalicube, The Brand SERP Guy

  • "There are 250-300 Jason Barnards in the world who are more or less famous, and could potentially be on my brand SERP." -Jason Barnard, Kalicube, The Brand SERP Guy

  • "To build your personal brands presence online, start where you're most relevant, and build out from there." -Jason Barnard, Kalicube, The Brand SERP Guy

  • "Communicating to Google who you are, what you do, and who your audience is, is a foundational strategy for any business online today." -Jason Barnard, Kalicube, The Brand SERP Guy

  • "Google is a child who wants to understand. It doesn't care about notability. It cares about understanding who you are, what you do, and who your audience is." -Jason Barnard, Kalicube, The Brand SERP Guy

  • "Once Google understands who I am, it can represent me well on my brand SERP. It can understand when Im a great solution for its users when they're searching for a solution to that problem." -Jason Barnard, Kalicube, The Brand SERP Guy

  • "Google looks at all the places companies are referenced around the web. If all of the references change at the same time to the new reference, Google will understand very quickly." -Jason Barnard, Kalicube, The Brand SERP Guy

  • "Facebook changed to Meta in the knowledge panel and results within hours of them announcing it. They were able to do this because they changed the key points that Google was looking at." -Jason Barnard, Kalicube, The Brand SERP Guy

About the speaker

Jason Barnard

Kalicube

- Kalicube

Jason is The Brand SERP Guy at Kalicube

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