Talk Sara Moccand-Sayegh at International Search Summit

1. —
Optimizing Knowledge Panels
for International Audiences

2. Let me introduce myself
– SEO specialist at Liip, a digital agency
specialized in web & mobile
development
– Contributor at Kalicube
– #SEOnerdSwitzerland
Meetup co-founder

3. What is a knowledge
panel?
02
Are all knowledge
panels the same?
03
What can we do as a
company?
04
05
Agenda
Bonus
06
Theoretical example
01
What does G. look like
nowadays?

4. What does Google look like
nowadays?

5. Branded
keyword
@moccandsayegh
5
Check the knowledge panel.
Largest name and brand.

6. What is a knowledge panel?

7. “Knowledge panels are information boxes that appear on Google
when you search for entities (people, places, organizations, things)
that are in the Knowledge Graph…”
What is a knowledge panel according to
Google?

8. What is the knowledge graph?
https://kalicube.pro/trusted-sources
1. Wikipedia
2. Wikidata
3. Company
website
4. Social profile
5. Relevant
news sites
6. …

10. ● Google understands who you are
● Google needs to trust what it
understands. So you need
consistency in the information.
Rules for having a knowledge
panel

11. Killer Whale - Discovered by Jason
Barnard
● The number of Person Entities in the Knowledge Graph
TRIPLED in just 4 days (July 14th to 18th 2023)
● Person Entities with the subtitles “Writer” or “Author” increased
by 21%.

12. Are all knowledge panels the
same?

13. Not the same
GB
EN
USA
EN

14. Not the same
USA
EN
USA
ES

15. How do we explain those differences?
If we find some information in America and search for it in Spanish, but
the information is not available in Spanish, Google will present the
information in English.
Relevance
The users who speak Spanish in America are not necessarily the same
as those who speak English in America. For example, Spanish speakers
could prefer different type of shoes.
Difference in users (relevance)
Google does tests
The entity home (a concept created by Jason Barnard) plays an
important role.
Information provided by the company
There are often tests and functions available in America but
not in other countries.

16. What can we do as a company if
the info in the knowledge panel
comes from Wikipedia?

17. ● They know the users
● They know what’s important for the users and how they behave.
What the marketing team knows
The marketing team has Personas and
can try to control the information
available to search engines

18. Name: Carlos
Age: 30
Occupation: Software Engineer
Location: San Francisco, California
Hobbies: Running, playing soccer, and listening to music
Favorite Running Route: Golden Gate Park
Running Experience: Carlos has been running for the past 5 years and has
completed several half-marathons. He is currently training for his first full marathon.
Personas

19. Running Goals: Carlos’s goal is to complete a full marathon within the next year. He
is also looking to improve his running speed and endurance.
Shoe Preferences: Carlos prefers running shoes that are lightweight, breathable,
and provide good support. He likes shoes with a snug fit that don’t slip or slide
around while he’s running. Some of his favorite brands include Nike & Asics.
Buying preference: Carlos buys running shoes online & browses in Spanish
Personas

20. 20
No, because according to my Personas Carlos
would buy my shoes online. As a result, I also
want to have the reference to my website for
the Spanish knowledge panel and not just the
English one.
Is my knowledge panel
relevant?

21. 21
The Spanish wikipedia has the reference to the
On website but in EN. There is a chance that
by correcting this they will get a reference in
the knowledge panel to their website in
Spanish
Is my knowledge panel
relevant?

22. What can we do as a company if
the info in the knowledge panel
does not come from Wikipedia?

23. Let’s suppose Liip wants to open an office
in NY
CH
USA

24. What is the problem?
Relevance

25. ● Use the entity home (therefore the about page of the site) to indicate that Liip
plans to open an office and expand to NY (for example)
● Create a team page dedicated to the NY team and a page for each team
member. For example, if Liip were to hire a salesperson in the United States, it
should have a dedicated page for the salesperson
● Use Schema.org to convey important information
From a technical point of view, what are
the next steps?

26. The Entity Home is a term created by Jason Barnard to define the web page
recognized by Google as the authoritative source for information about a given entity
(brand, company, person, product, podcast, music group, etc.).
What is an entity home?
Your goal is that the entity home is your website and
not some social media page, because by having your
website as an entity home you can better control the
information Google is getting.

27. Example of what
can be written in
the entity home
27
Liip AG has opened an office in New York.
Our team of developers, UX experts and digital
marketers will be on hand to help you. Contact Mike
Jord, sales in New York

28. Website structure and Schema.org
Homepage
New York office team Bern Office
…
….
Mike Jord
…. Sara Moccand-Sayegh
1
2
3
1
Recommandations de structure
Structure recommandations
1. Entity home = Organization schema (where you can insert different postal addresses for different offices + SameAs)
2. New York = Team schema
3. Mike Jord = Personal schema

29. To be an entity, you must have an ID, but the identifier is the same for any language...
so the solution to make Google understand that there are several languages is to use
hreflang in the entity home.
For instance, the Liip machine readable number is: /m/0_qp31v
& this is the same in all languages.
The hreflang can also be important for the
knowledge panel

30. Bonus

31. Jason Barnard has just created a checklist for the knowledge panel which you can
obtain for free at the address below:
https://solutions.kalicube.com/google-knowledge-panel-instruction-manual
Bonus: Knowledge Panel Checklist

32. Thank you
@moccandsayegh
/moccandsayeghsara/