Ever Googled someone or something and then this nice box popped up on the right side of the screen and you must have thought that this someone or this entity must be important and is probably a reputable personality or respected organization, right? In fact, that is somehow true, because Google algorithm tries to find the most active and the most talked about people and companies, and Google rewards them with this nice box called Google Knowledge Panel so those actively talked about people and organizations can stand out.
Who is eligible for Google Knowledge Panel?
Now, you must be doing something in life or in your business to get Google Knowledge Panel. Google Knowledge Panel is a special content that provides special information about the person or entity to audiences worldwide. The reason behind it "why?" - is because that person or company is being searched a lot, being talked about a lot, people are looking at it, searching for it, and so Google makes it easier for people to find it by putting that piece of information in the Google Knowledge Panel. Seems reasonable right?
At the same time, entrepreneurs, business people, companies and various other individuals and entities who want to be seen as important in the industry but are not necessarily “currently let’s say important” can technically create the picture of importance by attaining the Google Knowledge Panel through aggressive media marketing.
Where is the start of the road to Google Knowledge Panel?
We call it aggressive media marketing because it’s about pushing tons and tons of content constantly and frequently online through third party news sites. Note that social media’s activity does not create as much of importance as third party news sites when it comes to Google Knowledge Panel.
The strategy what we use for clients and what we recommend to everyone is simply be active and publish news daily, weekly, monthly and just keep it regular. News can be any type of news for as long your name or your company’s name is mentioned in the article and in the title. The point of all of this is to create activity and action so that Google would recognize that around the specific keywords (which are names of the person, and company names) there is some engagement forming which might boost certain ranking statistics on Google search.
The reality is that, the more news are being published about specific topic, more chances are that Google will give more visibility to that piece of content. At the end of the day, Google wants activity, and the news that are being covered the most, get the best positioning on Google search. The same applies to people and companies. If we keep publishing news about specific individuals or organizations, those individuals and organizations will popup more and get more visibility than others.
What is our strategy?
It is important to understand that this is not done overnight but only long term strategy can bring guaranteed success. It is required to constantly push content on regular basis. It does not matter where, more importantly as long as there is news coming out on different third party media sites then you are taking a step closer to the destination of Google Knowledge Panel.
One of the reasons we have created Subscription Plans in our media offerings is that planning a marketing strategy for the long term, especially for “destination Google Knowledge Panel” requires frequent publishing, and it can get costly. The idea is also not to simply publish content on the same site like many companies do in their own blogs. Blogging is okay but publishing content in the same channel all the time will almost give no effect. The content must be published on as many different sites as possible in order to get Google’s attention, because it is important that the topic is discussed over multiple channels at the same time to prove variety.
Working with Subscription Plans is highly recommended because firstly you would save a lot of budget while getting maximum value. Secondly, Subscription Plans that we offer cover 6 media channels which provide strong variety coverage. Most importantly you can publish a lot of content, even on the daily basis and that will definitely help to improve your Google search results. However, Subscription Plans alone may not be enough to get that Google Knowledge Panel because there should be some branding elements involved as well.
A lot of our clients are additionally covered in global media as we call it Enterprise Branding like New York Times, Forbes, Entrepreneur and other magazines. These media coverages give a great boost. However, they are costly and it is not a secret. As an example, let’s say you publish 2-3 articles in the top media sites and you feel like you spent a fortune, and yet when you Google yourself, the first page of Google will bring the average of 10 search result lines including your 2-3 top media articles right? But what about the remaining 7? Usually the remaining 7 are other people or other entities that have the same name, or those are usually social media tags. Bottom line honestly, those remaining are what we call “the gaps”. The gaps occur between your media publications. For instance, Google search lines 1-3 talk about you and your business, then Google search lines 4-6 are completely irrelevant, maybe search line 7-8 is again about you but 9-10 is about something else. That is where Subscription Plans come in - to fill the gaps.
The idea of Google search management is to make sure that each page of Google search, especially the first and the second pages, are filled with news covering you and your business only. However, filling up 2 pages with Enterprise Branding means purchasing at least 10-15 top tier branded articles which can make some companies go broke. That is why we recommend to use alternative options from Subscription Plans’ lower tier media to cover the gaps with.
Recommendations to achieve your wanted results
The combination of Enterprise Branding to bring out content to the first page and Subscription Plans to cover the gaps will result in complete and full coverage. Now, if you execute all of this actively in a timeframe of few months you have a chance of getting Google Knowledge Panel. It’s not that you must publish 50 articles in 1 week (which at some cases can help quite a lot to get Google Knowledge Panel but its not necessarily recommended because after some time Google may remove your Google Knowledge Panel if you do not keep the phase of frequent publishing. If you publish 50 articles in a week, then Google will keep expecting you to publish 50 articles per week in order to keep the exposure, else you’d get de-ranked.) That’s why executing frequent publishing strategy over a period of several months is a more reasonable approach and will guarantee your Google Knowledge Panel to stay permanently.
If you are serious of starting the road to Google Knowledge Panel, we highly recommend to start experiencing media marketing through Subscription Plans. It is a great way to start while saving hugely on not necessarily costs such as agency consulting fees, other recommendations, and overpriced media publishing.