How to Optimise Copy for Knowledge Panels

knowledge panel blueprint

Knowledge graphs (and other SERP features) are a way for Google to directly answer a user query in search without having to click on a website. 

Research we did a couple of years ago scraping 100’s of knowledge graphs in search results + analysing with Google’s Natural Language API gave us some key insights into the structure of text that Google & users favours.

Key points are:

– Use assertive language.
– Content that appeared in the knowledge graph usually was in the first paragraph or directly below the heading.
– The text needs to be straight to the point with no fluff. 

Based on this and looking at the syntax of how words fit together we came up with a blueprint of how to structure content that would be inline with how knowledge graphs are displayed:

[Entity] >[Literal Explainer] >[Relevancy] > [Practicality] > [Resolve].

  • Entity– A thing, name, object or product. 
  • Literal Explainer – articulate in text form a vivid description of the entity. 
  • Relevancy– Origins and context. 
  • Practicality – It’s use
  • Resolve – Interest

Obviously there’s other criteria beyond text that determines wether your content will appear like authority of your website but we’ve had some great success using this template just from a ranking perspective. Which can work on anything from product pages to long-form pieces of content. 

If you’re interested about Google’s Knowledge Graphs and how they work here is some key resources:

If you have any other ways of tackling knowledge graphs feel free to drop a comment as it would be interesting to hear!

Author: Daniel Liddle

Global SEO expert specialising in strategy, content, data, tech and automation.