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10 November, 2016

Knowledge Panel – what is it?

knowledge panels from Google & BingA knowledge panel is a short summary of a business or other entity on the web. Normally it’s on the right-hand side of the screen for desktop/tablet, or as a box in the stream on a mobile (Bing sometimes splits the info across the top and right). The search engine’s intention is to provide direct answers to the most commonly sought for information about a business. This includes: phone, address, business hours, type of business, photos and customer reviews/ratings.

Google and Bing both display a Knowledge Panel.  Both search engines partner with third parties to supplement functionality and info provided here.  For example:

  • Google partners with TrustYou for review summaries of hotels.  They also pull in hotel booking & rates info from a range of popular hotel booking sites.
  • Bing partners with TripAdvisor for reviews and Foursquare for tips from past customers.
  • Both search engines also use reviews from Yelp, Facebook and other key review sites.

Google sometimes includes a short summary of the business.  These are currently written by hand.  These are not available on demand but if the information is badly wrong, a correction can be requested.

Hotels and restaurant knowledge panels usually provide online booking and pricing information.  Restaurants also typically have links to their menu.

Tips:

Business owners can have some small influence on what shows in the Knowledge Panel.  The basis for the information comes from the business listing (Google My Business / Bing Places), the linked-to website and other authority third party sites. In Australia, this includes the Yellow Pages™.

See the helpful links page for:

  • requesting booking info in the knowledge panel about your business
  • correction to the business summary