More on GMB and Knowledge Panel

What is Google’s Knowledge Panel?

 

And, why should I care what it is?

And how do I get one if I don’t yet have one?

Google has an awesome back-end. (Snicker if you must) 
Part of that back-end is called the “Knowledge Graph”, an ‘engine’ that collects and organizes data about a subject.

The “Knowledge Panel” is the block of information that appears on the right side of your screen in the desktop search results. It shows details on the particular entity you’re searching for.

If you want to be found for search terms like your name, brand or business name, having a well optimized Knowledge Panel will make your company or brand stand out against your competitors.

The result is lots of clicks. After all, if people are searching for you or your brand name, they probably want to find your website and the Knowledge Panel should  have a link to your website.

Google, alone decides whether to show a Knowledge Panel for your brand or business. Part of the list of important criteria it uses is to have a website that is working well and that has high authority compared to competition. If you or your brand have enough authority, a panel will appear.  (But it may be sorely lacking in information)

To see if you have one, search for your business name or brand in Google search, or Google Maps. 

To evaluate your panel, (if you have one) imagine you are a prospective customer or client and you’ve just searched for your business by name or brand. What is your reaction to the information on the panel that appears?

  • How many Google Reviews are there listed?
  • Can you “Request a Quote” by clicking a button?
  • Does it accurately show the hours the business is open?
  • Is there a description of what your business does?
  • Are there entries in “Questions and Answers”? If so, are they useful?
  • Are there pictures that are useful and of good quality?
  • What does the Review Summary tell you about your company?
  • Are their reviews displayed, and how old are they?
  • Are there any posts about the business?
  • If you were a prospective customer, would you then click on the website link, or would you try a different link?

What information would you want to add or change on your panel to  make it more complete? 

To edit information on your Knowledge Panel means communicating your concerns or ideas to your webmaster or by validating your panel with your Google account so you can make changes and additions yourself.

Your Review Strategy

What is Your Review Strategy?

  • You need enough reviews to convince a consumer to trust you. Put yourself in their shoes. If you saw a business with just three reviews, would you trust it?
  • You should get enough reviews so that you stand parallel to or above your competitors.
  • The law of diminishing returns applies here, where going from 0 to 20 reviews will be hugely beneficial, but the next 20 won’t have quite as much impact.
  • 77% of consumers think that reviews left longer than three months ago are not relevant.
  • Ask your customers and clients to review you. 93% of consumers read online reviews for local businesses, so it’s not going to be an alien concept for them.
    • If you ask ten people to review you, seven should do it.
    • Ask when customer satisfaction is at its highest.
    • If you get a verbal commitment, it means you can follow up with an email or text message. (I have a tool for that)
    • Initially, focus on Google, Facebook and Yelp. (Google considers these most relevant)
  • Include niche category review sites for your industry. (I have these lists for most categories)
  • While you can’t incentivize reviews from customers, there’s nothing stopping you incentivizing your workforce to generate them in their interaction with customers. (This does not mean them making reviews in their own name.)
  • When you have achieved a good flow of reviews, use it throughout your marketing and be sure to respond to each review whether positive or negative. In crafting your response remember that you are speaking more to a new prospect who is checking you out to see how responsive you are to your customers.

Get help with automation

  • I have reputation management tools that include:
  • Ability to monitor all reviews from all sites in a single report
  • Review response function for the most important review sites

Customer feedback system

  • Process to get more reviews through automated email and SMS
  • Ability to get more reviews on a branded web page
  • Review showcasing functionality for your website and social media

Why Should I Concentrate on GMB Reviews?

Reviews on Google My Business (GMB)

A primary target of Local Search Engine Optimization (LSEO) is to be number one on the Google Local Pack for important search phrases.

A virtual necessity to reach the number one position means you need at least 8 GMB reviews.  More is better.

The average star rating of your reviews is very important in receiving click-throughs.

Going from a 3-star rating to a 5-star rating will deliver your business 25% more clicks.

When you get reviews, it has been shown that the speed with which you respond to reviews and the number of reviews with responses is a strong ranking factor in the local pack.  The responses also show to others planning on leaving a review that their feedback will be acknowledged and appreciated.

Asking for Reviews

When asking for a review be sure to provide detailed instructions on how to do it.  For example:

  1. To leave a review you must first be signed in to your Google account. When you pull up a Google search you’ll either see a blue ‘sign in’ button in the top right-hand corner or a round circle. If the ‘sign in’ button is showing, you can use your Gmail details to sign in.
  2. Alternatively, search for the company name in Google and click on ‘Write Review’. If you aren’t already signed in, a window will prompt you to do so.
  3. Once you are signed in, you can click to assign the appropriate star rating and then type your comments. There’s also an option to add images.

Google Review Page

Send a link to your review page to your customer or clients.

Don’t neglect other review platforms. While Google reviews are important, it’s wise to maintain a well-rounded review profile by also encouraging reviews across other review sites that are relevant to your business.

Organize your review efforts to continue indefinitely in order to add to your total and to keep them with recent dates.