How to get the Knowledge Panel to show for Business Name in search

With the knowledge panel appearing more frequently in search, I am receiving daily requests and fielding questions in forums and communities on How to trigger the Knowledge Panel to show in search results when I search for my Business Name?

There is no one single trigger, but rather, Google relies on signals from multiple sources in order to display the knowledge panel in a search result for business name. This is the checklist I have created for myself when I start a local seo campaign.

Steps: Checklist for Business Name appearing in Knowledge Panel

Business Name Must Match
Business Address
Local Business Page
Check for Duplicate Local Pages
Build Local Citations
Build your Local Search Authority

Step 1: Business Name Must Match

The business name listed for both the Google local business page and the businesses website must match and also included in the sites <title>

If you have a CMS, then you can change your’e site and page <title>, or speak to your web developer

Step 2: Business Address (NAP)

The businesses address must remain the same across all properties, especially the Google local business page and the business address listed on the site.

Markup address on site with Schema relevant to the business

Test your markup : developers.google.com/structured-data/testing-tool

Schema Example:

<div class=" itemscope itemtype="http://schema.org/FurnitureStore ">
<span class="address-title" itemprop="name">CHARLIE'S PINE & OAK </span>

<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">73 ST JOHNS, ENDERBY</span>
<span itemprop="addressLocality">Leicester,</span>
<span itemprop="addressRegion">Leicestershire</span>
<span itemprop="postalCode">LE19 2BS</span>
</div>

<div class="phone-number">
Phone: <span itemprop="telephone">01162 751 586</span>
</div>
</div>

<script type="application/ld+json">
   {
     "@context": "http://schema.org",
     "@type": "LocalBusiness",
     "address": {
    "@type": "PostalAddress",
    "addressLocality": "Corby",
    "addressRegion": "Northamptonshire",
    "postalCode":"NN17 1EZ",
    "streetAddress": "6 Regal Close"
     },
     "description": "Online Ownership is a results driven, ethical SEO and online marketing consultancy",
     "name": "Online Ownership",
     "telephone": "01536 269 657",
     "email": "info@onlineowership.com",
    "url": "http://dev.onlineownership.com",
              
     "sameAs" : [ "https://plus.google.com/+OnlineownershipUK",
    "https://twitter.com/GuideTwit",
    "https://uk.linkedin.com/in/tcapper"]
   }
</script>

Step 3: Local Business Page

Logo >> the same as on site
Header or Cover Image >> branded and recognisable as your business
Post >> once a week
Public Images >> add public images, add location to image
Build Reviews >> make asking for reviews part of your follow up process

Use your Google Business Page, its a powerful marketing tool !

Step 4: Check for Duplicate Local Pages

Do a check in Google Maps for duplicated Google business pages >> search the name of business, search the address or search the telephone number.

If you find duplicated unverified pages, mark these as duplicate in >> suggest an edit >> feedback
If you find duplicated verified pages, contact Google Business Support to have this merged with the current business page.

Step 5: Build Local Citations

A Local citation is a reference to your business from another online source. This citation in ideal cases include Business Name, Address and Phone Number ( NAP ). These can be linked via your business name or just referenced without an actual link to your site.

See : Local Citations

Step 6: Build you Local Search Authority

In Local Search, small businesses still have the chance to stand toe to toe with the big boys and create a successful business presence online. There are a few things that a local business can do, to have a substantial impact on your business website visibility in local search results >> Build your local search authority

Get the Knowledge Panel to appear for Business in Search

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