With the web as an entire universe of content haggling for readers' interest, how do you choose the content that is worthy of your time and attention? How do you gauge the reliability of the source of information? These may be a question in mind whenever you search for important information on the web, and it's a valid one.
Google recently came up with the publisher Knowledge Panel feature. Thanks to Google's sensitivity, readers can have immediate access to publisher information. This same feature is utilised to provide data about businesses. Establishments with listings may display a brief description of what they do, location, business hours, contact information, products or bestsellers and consumer reviews.
If you are lucky, the Knowledge Panel will provide you details when the publisher started, the frequency of circulation, its founders, expertise or niche, awards and nominations, and even reviews from third-parties. This bit of information gives readers a quick glance at the publisher's credentials and a wider understanding of the tone of the content. It expands the readers' access to useful information based on their search query. On a broader spectrum, this feature empowers readers to choose content from established authorities on specific niches.
On a different slope, the Knowledge Panel increases click-throughs for sites. It does not affect the site's search rankings though. Since the knowledge panel is assigned by Google, not all sites are lucky to secure a listing or choose what information appears on it.
Google extracts data for the Knowledge Panel from several sources - Wikipedia and Wikidata, Google+ Brand Accounts, Structured Data Markup, and Google My Business. The more information can be referenced for the publisher, the bigger chances for substantial data to appear on the site's knowledge panel. After all, the bottom line here is the added value to the overall search experience of visitors and the ability to find quality content from trusted sources on the web.
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