How I earned a knowledge panel without a Wikipedia page - Search Engine Land

Knowledge panels are one of the most coveted, yet mysterious elements in organic search.

Brands desire to have their own robust Knowledge Panel entry, but are left with little to no control over what appears in them.

By this point, we should all have a basic understanding of entities within Google’s Knowledge Graph. Consider that required reading for this article.

Where does Google pull entity data from?

We all know that Google pulls information from their Knowledge Graph for knowledge panels, but where do they pull information for the Knowledge Graph?

Technically, Google can use information from any crawlable website for their Knowledge Graph. However, we most often see Wikipedia as the dominant source of information.

The types of websites Google likes to pull from are typically directory-style websites that provide information that is:

• Accurate.
• Structured.
• Consistent.

Jason Barnard’s Kalicube has an awesome resource that tracks entity sources for the past 30 days. I referred to this list and many of his articles for guidance on building my knowledge panel and personal entity.

Why is Wikipedia so prolific?

Google tends to use Wikipedia so heavily for a few reasons:

• It’s heavily moderated and difficult to get an entry approved.
• The content is well structured and easy for search engines to understand.
• It’s a highly trusted resource.

While Wikipedia has skeptics reminding us that anyone can edit an entry, a heavy amount of moderation and editing still takes place on...

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