If a subject or thing does not have a knowledge panel, it is unstructured data. Gaining a knowledge panel for this entity is a way to boost SEO, branding, and authority. The knowledge panel acts as an ongoing resource without paying for advertising. Plus, the entity becomes notable to real people and search engines by having a knowledge panel.
Much like “People Also Ask,” knowledge panels are opportunities for ongoing SEO exposure on the coveted first page of Google’s search engine results. Whether the subject becomes a knowledge panel or part of another entity’s knowledge panel, more targeted traffic sees the link. Another way to find related topics, keywords, and entities is by exploring “People Also Ask.” Becoming a SERP suggestion on a knowledge panel increases targeted traffic.
Strategies for Future SEO Success
Entities are expected to become more relevant than keywords and links. Focusing on entities is a way to secure future SEO success. Schema markup and building your entities ensure relevancy as search engines evolve to improve the user experience continually. Creating content focused on the user experience, with related keywords and links, helps secure an entity.
One way is to build your brand as an entity to Google Knowledge Graph. Secure listings in relevant brand directories, such as Yelp, and maintain complete business profiles on social media such as Facebook, LinkedIn, Twitter, and Instagram. Work to secure links and mentions from other entities within your industry. Claim and complete your Google My Business profile.
Depend on structured data by adding tags from Google to define which content is an entity and its attributes. This helps tie your business to other local entities to increase your rank in local searches. Making connections is the way to create entities and become part of existing ones.
Developing Robust Content
Rich content includes related topics searchers find relevant. A simple Google search about a topic reveals a wealth of potential ideas. Explore the knowledge panels, “People Also Ask” section, and results for suggestions to add to your content. An image search also includes modifiers that reveal more ideas. Visit the Wikipedia page for a topic and scroll to the bottom to check out the resources.
Forums and social media are sources of current trends and discussions. What are people talking about, and why does it matter? How do your products and brand provide meaningful answers? Perform keyword research to determine how to hone in on the latest industry developments to create content that becomes a useful resource. Include images, graphs, and videos supporting the topic.