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How to trigger a personal knowledge panel in Google

How to trigger a personal knowledge panel in Google

Knowledge panels for people, podcasts, books, TV series, songs, companies and even fictional characters help searchers quickly learn more about this device.

For a person with any kind of public profile, it is important to understand how the knowledge panel is triggered and filled in, to ensure that the information it contains is correct and complete.

In this column, you will learn a simple three-step process to trigger a knowledge panel for yourself, a client, or any other person. You find:

What a single home is and why it matters. An approach to teaching Google about the person you want to trigger the knowledge panel on. A 3-step process for achieving a personal knowledge panel. How long does it take to get a knowledge panel. Who can get a personal knowledge panel on Google.

Ready? Let’s get to that!

People are especially challenging for Google

Keep in mind that there may be hundreds or even thousands of people with the same name. Search LinkedIn or Facebook to get an idea of ​​how ambiguous your name is.

This ambiguity is a major issue for Google.


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This means that confusion and confusion are right for the course and can also be difficult to fix. The intention of the user is incredibly difficult to identify; after all, which Jason Barnard do they mean?

This means you need to spend time being clear, consistent and careful for this to work.

The method: Education of a “child”

I have been using this analogy for years.


The knowledge graph algorithms that run knowledge panels on Google are very similar to a child. They both want to learn. They are fungi, thirsty for knowledge. They both learn pretty much the same way.

As a child, Google requires:

Information from the most authoritative source (logically it must be the person himself). A clear introductory explanation. Confirmation from reliable sources. A consistent message from all sources. Communication in an easily digestible language. Time.

Take the lead – you are the teacher.

As a teacher, you define the facts and lead the process.

And to train effectively, you need to be determined, consistent, persistent, and patient.

A slide from a speech I gave in 2017.

The 3-step process of getting a knowledge panel for a person

Step 1: Identify the device’s home

This is the most important part of the whole process and probably deserves an article for itself.


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The device home is the authoritative source that Google uses as a reference point for the person. The most authoritative source of information about a person (should be) that person himself, and Google actively searches for the information “right from the horse’s mouth.”

Here are some examples of possible unit houses in order of best to worst choice:

The page about me on the person’s personal page. The website on the person’s personal page. About the page on the person’s company website. A social profile (LinkedIn or Twitter has so far proven to be most effective).

Although John Mueller suggests that a social profile may be an option (see below), and a company website is an option, I recommend choosing a proprietary domain and a page that is 100% dedicated to the device.

I have triggered knowledge panels for many people, and a dedicated, 100% owned Entity Home has always kept time, effort and annoyance to a minimum.

At Entity Home, aim for clarity. Do not try to explain everything in a single meeting.

Being clear with this basic description is crucial. Explain who you are clearly in a language it understands:

Who I am. What I do today. My relationships with other entities known by Google (employers, family, educational institutions, prices, etc.). What I did before.

This is remarkably similar to a resume that Andy Crestodina has mentioned before.

Add checkbox to the Home. This is useful as it presents key information in a machine-readable format that is Google’s “native language”.

You can also use it to indicate unambiguously where Google can find the confirmation / confirmation it desperately needs (see step 3).

Who the audience may be may seem superfluous to a person. But that is not what we will see later.

Step 2: Confirm and confirm

As a child, Google needs to hear the same information from several trusted sources (grandparents, siblings, teachers, local sages).

You need to make sure that relevant, authoritative sources confirm what you tell Google on your device home.

And that means going to every relevant profile page and article about yourself and correcting them to make sure they confirm some or all of the actual statements you have made about the Home of Unity.


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This is easy where you have a good deal of direct control – for example on your social profiles. It can be more difficult where third parties have written about the person independently and you need their cooperation.

Google may have already figured out which person’s official profiles, but often this is uncertain as there will be hundreds or perhaps thousands of profiles with the same name.

It is absolutely crucial that there is consistency across these – and as we will see later, they must consistently point back to the Home of Unity).

Unfortunately, Google also understands that this is simply repetition from the source itself without independent arbitration, so you need more.

Third-party verification is important and much stronger than self-verification.


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Correcting those you control is the foundation (think strict and tape), but getting independent parties to add credibility is the key to joining the dots in such a way that they do not break.

Step 3: Create an infinite, self-affirming loop

As a human being, repetition can become annoying. For a machine trying to understand the world, that’s the only thing it wants.

The device home (step 1) means nothing if Google has not understood and accepted your choice. It is important that you choose.


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Well done, Google will fully understand and accept. You should instinctively know which side is the Unity Home. Choose your best candidate and work to convince Google.

Google searches for the most authoritative page on the web about the person. Google prefers options 1 and 2 above – a page that is on a site owned 100% by the person. Makes sense. Options 3 and 4 – sites you do not own 100% – require more effort.

Side note: This is a long-term decision – once Google has accepted and Entity Home, it’s something that has proven to be unusually difficult to change. It’s not impossible, but it’s definitely time consuming, slow, expensive and tedious – a job I personally do not like.

So choose wisely.

Why you should not let Google choose

Google eventually attributes a device home, whether you train it or not. But if you just “let it go on”, the choice will be a confused child based on fragmented and confusing information.


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Ideally, you will not let Google come up with its best guess. You educate it so that it understands, rather than letting it stick a needle in the proverbial donkey.

How to “force” your choice on Google

From the selected device, link to the confirming sources (both first and third party). From these affirmative sources, link back to your unit home.

It really is that simple.

Here’s what the machine sees.

CV on your device’s home page (from the horse’s mouth) .Link to a dedicated page on another site. Confirmation of this information (more or less authoritative, more or less duplicate, but nevertheless confirmation) .Link back to the home page of the device. (Re) confirmation of this information. Link to a dedicated page on another site. Confirmation of this information (more or less authoritative, more or less duplicate, but confirmation nonetheless). Link back to device home page. Etc.

This is brute force training – not an education you would give your child, but Google is special. That’s what the machine needs. If you are not famous, this is what works.

Why this simple process is so effective

This is what Google is actively looking for. All you do is explain, point to confirmation, and centralize … all of this educates the “child.”


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John Mueller from Google talks about this exact concept associated with EAT.

“… link to a central place where you say everything comes together …”

What JohnMu is suggesting is that if Google does not understand who you are, it cannot use these juicy EAT signals (expertise, authority and reliability).

To understand who you are (and therefore be confident when using these signals), it needs a point of reference – the Home of Unity.


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The information is out there and you probably created a lot of it. But typically, this information is fragmented. To join the dots (reconciliation, in John Mueller’s words), all Google needs is a focal point / node / reference point.

“… we call it reconciliation …”

The information is out there and the machine has collected it. As a child, it has tried to join the dots and maybe even think that it might have figured this out.

You can help by showing it exactly how to join these dots.

In a situation where the machine has understood but lacks confidence, Entity Home simply confirms what it thought it knew. This makes the process described above one of the simplest and simplest SEO tasks you will ever perform.

We have seen that once the device understands the basic facts about a device, a knowledge panel is triggered for days to weeks once the device owner has confirmed it.

In a situation where the machine is confused and can not get its facts right in its own “mind”, Entity Home will be the reference – a crutch – that gives it the statements of facts it needs to confirm through verification and verification.


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Weight of evidence is a good concept to keep in mind here.

How long does it take for a personal knowledge panel?

Things take longer in cases where there are:

Enormous ambiguity (common names like Simon Cox). Very confused noise (fake news, several famous namesakes). Historical baggage (Google has already connected dots incorrectly and needs retraining).

Always remember that it is never a question of whether you can trigger a place in the Knowledge Graph. That’s how much thought, time and effort it will take to train Google.

Who can get a personal knowledge panel result?

Google’s knowledge graph has no guidelines for notability – it just wants to understand everything.

Educating Google and getting a place in the knowledge graph can be achieved for anyone regardless of attention.

When performed correctly, the above three-step process (Unit Home, Confirmation, and Infinite Loop) will push any person into the knowledge graph.

Remember, Google does not judge you. It will simply understand.


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And if you educate it properly, it will understand.

All Google needs is for you to provide a central, authoritative place on the web so that it can unite the (honest) resume you provide.

Google is looking for you to provide a device house that it recognizes and trusts – a place where it gets the information directly from the horse’s mouth.

Getting into the knowledge graph is available for all devices. Once in the knowledge graph, there is a knowledge panel in Google … but whether Google displays a knowledge panel for a given user query is another question entirely.


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You will see your knowledge panel based on:

Google’s level of understanding. Google’s trust in this understanding. Google’s assessment of the likelihood that the user’s intent is you (which is often very geosensitive).


The article is equivalent to saying that to rank # 1 you must “just” have:

Create great content that your audience will love. Put it on a site that marks all the right boxes. Turn your content into a leader with direct and indirect credibility signals.

Like traditional SEO, device optimization is full of subtleties, warnings, and boat loads of “it depends.”

But the path and process is pretty straightforward – no doubt more so than in traditional SEO. At the moment, anyway.

More resources:

Image credits

All screenshots taken by the author, June 2021


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