Knowledge Graph vs. Knowledge Panel vs. Google Business Listing: Understanding the Difference
Google Knowledge Graph is a database that provides information for displaying Google Knowledge Panels, which are interactive boxes that appear on search engine results pages (SERPs).
The Google Knowledge Graph is large data center that catalogs and connects facts, entities, and relationships to help Google provide more relevant search results. Think of it as a digital encyclopedia that includes over 500 billion facts about five billion entities. The Knowledge Graph uses machine learning, artificial intelligence, and structured data, or whatever it trusts on the web to accrueinformation.
For example, a search query asking about the “Minneapolis Institute of Art”, the Knowledge Graph provides answers to the query, and the Knowledge Panel displays the entity and provides additional information.
While an SEO may be gathering data for optimization with a focus on Google’s ranking factors, the real benefit is that it enhances visitors’ on-site experience. How search works means this work can also draw potential new customers.
There’s a lot of overlap and confusion around these terms, so it’s easy to mix them up. A summary explanation is that the knowledge graph represents Google’s algorithmic view of your business. If an entity has been validated within Google’s Knowledge Graph, most likely you’ve been offered a chance to claim your knowledge panel. Let’s break down the differences.
Google Business Listing Panel
- Focus: Primarily for local businesses.
- Content: Displays basic business information like name, address, phone number, website, hours, photos, reviews, and sometimes a map.
- Triggered by: Searching for the business name or a relevant local search (e.g., “pizza near me”).
- Appearance: Typically appears on the right-hand side of the search results page (on desktop), or above the organic search results on mobile.
- Example: Searching “Starbucks” in a city will likely show a Google Business Listing Panel with the nearest Starbucks location, its address, hours, phone number, etc.
Google Knowledge Panel
- Focus: Provides information on a broader range of subjects, including people, places, things, and organizations.
- Content: Offers a rich selection of information, including:
- Basic facts (birthdays, locations, etc.)
- Related topics
- Images and Videos
- People Also Search For
- News articles and Top Stories
- Related searches
- KG Question Answering feature
- Triggered by: Searching for a specific topic or entity.
- Appearance: Usually appears on the right-hand side of the search results page (on desktop), or at the top of the mobile search results.
- Example: Searching “Albert Einstein” will show a Google Knowledge Panel with his biography, key accomplishments, related topics, images, and more.
How Knowledge Panels work:
How can the Average Searcher Tell them Apart?
| Key Differences Between Google Business Listings & Knowledge Panels | |
|---|---|
| Factor | Details |
| Scope | Google Business Listings focus on local businesses, while Knowledge Panels cover a wider range of subjects. |
| Content | Knowledge Panels provide richer and more comprehensive information, going beyond basic details. |
| Trigger | Google Business Listings are triggered by local searches, while Knowledge Panels are triggered by general searches. |
| Overlapping Points: Google Business Listings & Knowledge Panels | |
|---|---|
| Factor | Details |
| Visual | Both appear on search engine results pages whereas the Google Knowledge Graph is not something you can see. |
| Informative | Both aim to provide relevant information to users. |
| Editable | Both can be edited and managed by the owner of the entity. |
In essence, think of a Google Business Listing Panel as a mini-profile for a local business, while a Google Knowledge Panel is a comprehensive information hub for a wider range of subjects.
How Schema Helps Build your Content knowledge Panel
SEO schema is valuable for translating human-readable web content into a language that machines understand. By using this vocabulary, you are helping search engines clearly understand and contextualize the content on your web pages. This is used to construct a knowledge graph based on your input.
Your knowledge graph can be built using various ontologies, vocabularies, or glossaries. However, to provide users the most benefits, and disambiguate your business entity on SERPs from similar entities, two basis SEO tactics are necessary. Firstly, implement relevant Schema.org vocabulary types to annotate your web content.
Secondly, help populate your Knowledge Graph with accurate data by using semantic tiples in your content. By having your business’s critical information presenting directly in the SERP, you can drive more user engagement, increase click-through rates, and win quality traffic to your website.
What is knowledge extraction?
Knowledge extraction is a process in artificial intelligence that involves extracting useful information from raw data available on the web. When you grasp this concept, you can build your knowledge graph, knowledge panel, and Google Business Profile with much of the same effort. To augment the accuracy of named entity recognition, domain-specific knowledge is vital.
Relation prediction, or node relationships, is a key task in knowledge graph completion and related downstream tasks that rely on knowledge representation. Your website’s structural features and semantic information are valuable for predicting missing relations in knowledge graphs. This has led to the development of semantics-based methods. You can suggest intricate interactions among entities by constructing your website in a manner that integrates knowledge representation into both node construction and schema path inference.
It is best if you can combine deep semantic and strong structural features for relation prediction. By constructing a framework for entity and relation extraction and mining, you are providing a representation. The results can profoundly assist knowledge and pattern extraction, thereby providing a comprehensive solution for your graph data management.
Encourage “Sprouting” Knowledge Panels
Don’t think your work is done once you’ve gained a knowledge panel when you search for yourself. Emerging or sprouting knowledge panels usually don’t appear for most other users direct search. If it displays within the context of a link from another, better developed knowledge panel, learn how to encourage it along. Google seeks strong third-party validation before feeling confident of an entity.
In my line of work, I find that a robust knowledge graph is imperative for organizations looking to implement generative AI technologies. Knowledge graphs can help brand entities ground their AI initiatives in factual data about the organization. Organization schema also significantly influences how a brand is represented in search results.
Knowledge graphs have been foundational to semantic technology for decades. From healthcare and eCommerce lead generation to local SEO, knowledge graphs empower you to harness the full potential of your information architecture.
The rise of Generative AI (GenAI) has heralded a new era in content creation, dissemination, and consumption – especially in Knowledge Graphs (KGs). This technological revolution is reshaping content marketing for KG inclusion.
So don’t let the confusion between them hold you back. Google Search is evolving fast. They may look different tomorrow. It’s important to know that being featured in a Knowledge Graph does not always indicate that the entity will have a Knowledge Panel when searching by name. Conversely, spotting a Knowledge Panel is a surety that the entity is in the Knowledge Graph.
Summary: Build Your Brand SERP Across Graphs, Panels, & Profiles
While both SERP types provide information, their content, context, and visual assist in distinguishing between a Google Business Listing Panel and a Google Knowledge Panel. If you’re still unclear, assess the information presented: If it’s largely covering a local business’s basic details, it’s likely a Google Business Listing Panel. If it displays a broader overview of a person, place, event, or concept, the chances increase that it is probably a Knowledge Panel.
Content knowledge graphs can enable more detailed content analysis by establishing connections between content pieces based on entities, types, and properties.