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There are two types of knowledge panels: local panels and branded/personal panels. Google calls both of these knowledge panels, but the process of verifying them is totally different. For the local panels, verification was already possible through Google My Business.

For the branded and personal panels, it is much harder to obtain such a knowledge panel.

Google will decide whether or not to show a knowledge panel. Relevance, distance, and the prominence of the business are all important aspects for Google in determining if it’ll show knowledge panels.

According to Salesforce.com, it takes, on average, six to eight touches to generate a lead in the B2B space.

The number of touchpoints is even higher for a customer purchase.

understand the customer journey

Google ran more than 700,000 experiments that resulted in 4,000 improvements to Search.

It’s about a 40-billion-a-day problem. That’s the number of pages of spam and malicious content that Google Search discovers every day.

Featured Snippets callouts now uses MUM and general consensus

Now, with the help of MUM, Google can understand if there is a consensus across the web to help highlight the callout portions of the featured snippets.

Here is an example

Google featured snippet callouts, the word or words called out above the featured snippet in a larger font, now can be powered by MUM (which is a new and rare use of MUM in search) to check what other sources are saying about the topic. Google said, "our systems can check snippet callouts against other high-quality sources on the web, to see if there's a general consensus for that callout, even if sources use different words or concepts to describe the same thing."

After cross referencing with the monthly search volume for these questions, she added some of these as H3s within the guide to see how they would perform. They resulted in so much more traffic that she decided they warranted their own individual guides, hence the idea for the hub. This would mean we weren’t putting all of our eggs into one basket, and that we could also internally link all of them together for users wanting to read more. Users that are further down the marketing funnel don’t want to scroll down a huge guide to find the answer to their specific question, and we were certain that this would positively affect bounce rate. We therefore made sure that nine times out of 10, the H1 contained the question that was being answered.

the content hub

As Alan Kent of Google recently said on Twitter “a merchant’s product page with user reviews is not considered a “product review page” in this context.”

Identify product reviews. Google also recently clarified that structured data may help Google identify product review-type content, but it is one of many ways Google identifies such content. Danny Sullivan wrote, “as for structured data, it might help us better identify if something is a product review, but we do not solely depend on it.”