Jason Barnard — Structured Data for the Knowledge Panel
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The document outlines a webinar by Jason Barnard on structured data for knowledge panels and brand SERPs, highlighting the significance of the knowledge graph in Google's understanding of entities. It covers various aspects, including educating Google through schema.org, maintaining consistency to avoid discrepancies, and the importance of giving an entity a 'home' for better visibility. Key takeaways emphasize the variability of knowledge panels, the necessity of schema markup for control, and the impact of minor discrepancies on search results.
Jason Barnard — Structured Data for the Knowledge Panel
- 1. https://kalicube.pro @jasonmbarnard v Structured Data for the Knowledge PanelJason Barnard “The Brand SERP Guy” jasonmbarnard https://www.youtube.com/c/kalicube
- 2. https://kalicube.pro @jasonmbarnard v Jason Barnard ➔ The Brand SERP Guy
- 3. https://kalicube.pro @jasonmbarnard v Jason Barnard ➔ The Brand SERP Guy ➔ 2 decades in digital (and a short career in TV)
- 4. https://kalicube.pro @jasonmbarnard v Jason Barnard ➔ The Brand SERP Guy ➔ 2 decades in digital (and a short career in TV) ➔ Groovy podcast(with over 150 amazing guests)
- 5. https://kalicube.pro @jasonmbarnard v Jason Barnard ➔ The Brand SERP Guy ➔ 2 decades in digital (and a short career in TV) ➔ Groovy podcast(with over 140 guest experts) ➔ Widely Published Author
- 6. https://kalicube.pro @jasonmbarnard v Jason Barnard ➔ The Brand SERP Guy ➔ 2 decades in digital (and a short career in TV) ➔ Groovy podcast(with over 150 guest experts) ➔ Widely Published Author ➔ International Speaker
- 8. https://kalicube.pro @jasonmbarnard v The plan 1. The Knowledge Graph 2. Knowledge Panels 3. Knowledge Panels and Brand SERPs 4. Educating Google (using schema.org, but not only :) 5. Using schema to keep Google on track (disambiguating, correcting, stabilising, creating…) 6. Beware! Closing the loop, consistency and duplication 7. Fun examples
- 9. https://kalicube.pro @jasonmbarnard v 1 - The Knowledge Graph (what it is - very quickly)
- 10. https://kalicube.pro @jasonmbarnard v Knowledge Graph You are educating :)
- 11. https://kalicube.pro @jasonmbarnard v 2 - Knowledge Panels (where they come from)
- 12. https://kalicube.pro @jasonmbarnard v Knowledge Graph driven by ?
- 13. https://kalicube.pro @jasonmbarnard v MANY Sources for the Knowledge Graph 3184 Unique domains cited in knowledge panels from my dataset This is just the visible tip of a VERY big iceberg https://kalicube.pro/kg-sources
- 14. https://kalicube.pro @jasonmbarnard v But not everything that has a knowledge panel is in the Knowledge Graph 1. Presence in the Knowledge Graph 2. Google Books 3. GMB 4. YouTube 5. Google News 6. Others...
- 15. https://kalicube.pro @jasonmbarnard v 3 - Brand SERPs
- 16. https://kalicube.pro @jasonmbarnard v What is a Brand SERP?
- 18. https://kalicube.pro @jasonmbarnard v With candidate sets and the whole page algo, Google SERPs Can (and most often do) change A LOT (only 1 result remains) Google’s Raw Blue Links
- 19. https://kalicube.pro @jasonmbarnard v With candidate sets and the whole page algo, Google changes A LOT and in brand SERPs it demonstrates a great deal of understanding Google’s Raw Blue Links Top 7 organic
- 20. https://kalicube.pro @jasonmbarnard v Further Reading 1. How a SERP is built: Darwinism in Search 2. How bots work: Discovering, Crawling, Extracting & Indexing 3. How the blue links algo works 4. How image & video algorithm works 5. How the Q&A / featured snippet algorithm works 6. The whole page algo (what it is and how it works) Search “Jason Barnard” and click on this link (3rd or 4th)
- 21. https://kalicube.pro @jasonmbarnard v Brand SERP Knowledge Panel Knowledge Graph In any and all of these countries: https://kalicube.pro/track Free Tracking
- 22. https://kalicube.pro @jasonmbarnard v To build any Brand SERP Google needs to understand 1. who you are 2. what you do 3. who your audience is
- 23. https://kalicube.pro @jasonmbarnard v A SERP for a Brand that is ‘well understood’: 1. Your site rank #1 2. Rich sitelinks 3. Rich elements (video, image, news, podcast…) 4. People Also Ask 5. Positive and accurate choice of blue links 6. Entity boxes And, of course….
- 24. https://kalicube.pro @jasonmbarnard v (Brand) Knowledge Panels (clear indication that Google has understood)
- 25. https://kalicube.pro @jasonmbarnard v All shapes and sizes And all sorts of info: 3000 distinct attributes in my dataset Ask me about the proviso on that, though
- 26. https://kalicube.pro @jasonmbarnard v All sorts and formats
- 27. https://kalicube.pro @jasonmbarnard v 4 - Educating Google (& triggering a knowledge panel)
- 28. https://kalicube.pro @jasonmbarnard v Give Your Entity a Home
- 29. https://kalicube.pro @jasonmbarnard v Every entity needs a home The go to place for info that Google trusts Make a page on your site the home for your brand entity Describe it clearly And add some (disaster story coming up !)
- 30. https://kalicube.pro @jasonmbarnard v Use Schema to indicate attributes and relationships
- 32. https://kalicube.pro @jasonmbarnard v Organization alumni brand employee subjectOf founder funder memberOf owns parentOrganization subOrganization affiliation sponsor contributor productionCompany copyrightHolder organizer participant publisher funder <- ->ACCURATELY reciprocated
- 33. https://kalicube.pro @jasonmbarnard v Relationships to entities already in the Knowledge Graph is key The best relationships are ● Close ● Strong ● Durable (the more the merrier to an extent)
- 34. https://kalicube.pro @jasonmbarnard v Knowledge Graph Explorer https://kalicube.pro/kg
- 35. https://kalicube.pro @jasonmbarnard v Use Schema to signpost corroboration
- 36. https://kalicube.pro @jasonmbarnard v Use sameAs and url to signpost corroboration from: ● Multiple ● (Independent) ● Authoritative ● 3rd parties sameAs is meant to link your data with other data (that the machine can query: dbpedia, wikidata, wordlift... url is meant to signpost a page that talks only (or large majority) about the entity Cumulation of Corroboration
- 37. https://kalicube.pro @jasonmbarnard v The Knowledge Graph is VERY topic-niche 3184 Unique domains cited in knowledge panels from my dataset This is just the visible tip of a VERY big iceberg https://kalicube.pro/kg-sources
- 38. https://kalicube.pro @jasonmbarnard v 5 - Keeping Google on Track (just how important the ‘home’ and the structured data it contains are)
- 39. https://kalicube.pro @jasonmbarnard v Disambiguating TINY discrepancies that seem unimportant Can make all the difference in the world !
- 41. https://kalicube.pro @jasonmbarnard v https://schema.org/Person (character) + https://schema.org/Person (character) https://schema.org/TVSeries (https://schema.org/Movie) https://schema.org/MusicGroup https://schema.org/MusicAlbum https://schema.org/MusicRecording (x2) https://schema.org/WebContent
- 42. https://kalicube.pro @jasonmbarnard v Clarifying TINY discrepancies that seem unimportant Can make all the difference in the world !
- 49. https://kalicube.pro @jasonmbarnard v kgmid=/g/11hq9c8sny NB - no source :)
- 50. https://kalicube.pro @jasonmbarnard v In short… The closest you get to control
- 51. https://kalicube.pro @jasonmbarnard v In short… The closest you get to control
- 52. https://kalicube.pro @jasonmbarnard v 6 - Duplicates (closing the loop & consistency)
- 53. https://kalicube.pro @jasonmbarnard v Seems so simple… TINY discrepancies that seem unimportant Can make all the difference in the world !
- 55. https://kalicube.pro @jasonmbarnard v Define timezone - UTC vs GMT vs BST
- 56. https://kalicube.pro @jasonmbarnard v Some examples of small discrepancies that caused BIG headaches for the entities ● Namesake(search results page) ● Subdomain (www vs non www) ● Timezone(none vs UTC vs GMT vs BST vs ET etc) ● Accents (é vs e) ● Order of words (SARL Cedreo vs Cedreo SARL) ... This could be a specialisation all on its own… I see new ones almost every day, Sherlock :)
- 57. https://kalicube.pro @jasonmbarnard v 7 - Fun Examples (‘cos my ‘ead ‘urts)
- 58. https://kalicube.pro @jasonmbarnard v This webinar...
- 59. https://kalicube.pro @jasonmbarnard v Jumping to the top... Featured Snippet Stylee !
- 60. https://kalicube.pro @jasonmbarnard v Inspired me to try something… on a (sunny) Sunday afternoon
- 61. https://kalicube.pro @jasonmbarnard v 2 minutes from the moment I invented the entity… to Google understanding it
- 62. https://kalicube.pro @jasonmbarnard v Didn’t get the knowledge panel :(
- 63. https://kalicube.pro @jasonmbarnard v What is a knowledge panel in Google? ----> But got some visibility
- 64. https://kalicube.pro @jasonmbarnard v What is a knowledge panel in Google? ----> <--- What is a knowledge panel ...some goooood visibility
- 65. https://kalicube.pro @jasonmbarnard v People Doing This Rather Well
- 70. https://kalicube.pro @jasonmbarnard v Things you might want to retain in your brain 1. Knowledge Panels vary ENORMOUSLY by entity type and entity(case by case)
- 71. https://kalicube.pro @jasonmbarnard v Things you might want to retain in your brain 1. Knowledge Panels vary ENORMOUSLY by entity type and entity(case by case) 2. Wikipedia isn’t necessarily helpful(and the more I think about it the more reasons I can think of that it isn’t helpful for 99.9% of us)
- 72. https://kalicube.pro @jasonmbarnard v Things you might want to retain in your brain 1. Knowledge Panels vary ENORMOUSLY by entity type and entity(case by case) 2. Wikipedia isn’t necessarily helpful(and the more I think about it the more reasons I can think of that it isn’t helpful for 99.9% of us) 3. Give your entity a home (or rather force that home on Google)
- 73. https://kalicube.pro @jasonmbarnard v Things you might want to retain in your brain 1. Knowledge Panels vary ENORMOUSLY by entity type and entity(case by case) 2. Wikipedia isn’t necessarily helpful(and the more I think about it the more reasons I can think of that it isn’t helpful for 99.9% of us) 3. Give your entity a home (or rather force that home on Google) 4. Schema.org markup is your best shot at control
- 74. https://kalicube.pro @jasonmbarnard v Things you might want to retain in your brain 1. Knowledge Panels vary ENORMOUSLY by entity type and entity(case by case) 2. Wikipedia isn’t necessarily helpful(and the more I think about it the more reasons I can think of that it isn’t helpful for 99.9% of us) 3. Give your entity a home (or rather force that home on Google) 4. Schema.org markup is your best shot at control 5. Small discrepancies can sink your boat faster than a bag of rocks
- 75. https://kalicube.pro @jasonmbarnard v Things you might want to retain in your brain 1. Knowledge Panels vary ENORMOUSLY by entity type and entity(case by case) 2. Wikipedia isn’t necessarily helpful(and the more I think about it the more reasons I can think of that it isn’t helpful for 99.9% of us) 3. Give your entity a home (or rather force that home on Google) 4. Schema.org markup is your best shot at control 5. Small discrepancies can sink your boat faster than a bag of rocks 6. Brand SERPs are the most interesting thing in digital marketing
- 76. https://kalicube.pro @jasonmbarnard v Things you might want to retain in your brain 1. Knowledge Panels vary ENORMOUSLY by entity type and entity(case by case) 2. Wikipedia isn’t necessarily helpful(and the more I think about it the more reasons I can think of that it isn’t helpful for 99.9% of us) 3. Give your entity a home (or rather force that home on Google) 4. Schema.org markup is your best shot at control 5. Small discrepancies can sink your boat faster than a bag of rocks 6. Brand SERPs are the most interesting thing in digital marketing 7. Track all this stuff - it changes fast
- 77. https://kalicube.pro @jasonmbarnard v More information... https://kalicube.pro @jasonmbarnard https://www.youtube.com/c/kalicube
- 78. https://kalicube.pro @jasonmbarnard v More information about Brand SERPs Knowledge Panels Knowledge Graph https://kalicube.pro
- 79. https://kalicube.pro @jasonmbarnard v Structured Data for the Knowledge Panel Thank you ! Jason Barnard “The Brand SERP Guy” jasonmbarnard https://www.youtube.com/c/kalicube