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Ep 112: Google's Local Knowledge Panel - the CMS you never knew you had; Conversations with Claire Carlille

Understanding and managing the ever expanding Google Local Knowledge Panel, Google Local - tracking your way to success, Beyond Google Local - being ready to live without Google

Near Media

Ep 112: Google's Local Knowledge Panel - the CMS you never knew you had; Conversations with Claire Carlille
Photo by Sierra Houk / Unsplash

Part 1 starts 00:13 - Understanding and managing the ever expanding Google Local Knowledge Panel

Google's Knowledge Panel and Business Profile are essential components of a local digital marketing strategy. The Knowledge Panel is a rich search result that appears in response to a user's query and provides relevant information about the queried entity. On the other hand, the Business Profile is a free listing provided by Google for businesses to manage their online presence, which feeds into Google's Knowledge Graph and its understanding of an entity.

The Knowledge Panel draws information from various sources, including Google's Knowledge Graph, Wikipedia, Google Scholar, Google News, and other third-party sites. It is dynamic and ever-changing, with the information displayed depending on the user's location, the entity in question, and the search query. However, businesses have little control over the information displayed on the Knowledge Panel.


  • Understanding the Google Knowledge Panel and how Google Business Profile feeds into it

00:00


  • Understanding the changes in Google Business Profile and Knowledge Panel

05:39


  • Understanding how information is pulled into Google's Knowledge Graph and Knowledge Panels

10:54


  • Behavioral signals such as social proof, reviews, and years in business are incredibly important to consumers and influence their decision-making process when searching for local business alternatives.

16:00

Segment Reference Article: Google’s Local Knowledge Panel – The CMS You Never Knew You Had @clairecarlil

Part 2 starts 21:07 - Google Local - tracking your way to success

Tracking user engagement and conversions is essential to understanding which components of your Google My Business Profile are driving user actions. We discuss some best practices for tracking user engagement and conversions across both Google Insights AND your website.
By implementing best practices such as UTM tracking, analyzing user actions, and focusing on the primary website link, businesses can better understand their audience's behavior and make informed decisions.




  • Determining which components drive engagement/conversions/visits to your site requires tracking, such as using UTM tags.

00:14


  • We can track people that come from Google Business Profile that then go on to take an action on our website, which we see as an intent to buy. This could be click to call, click to email, a purchase, a download, or a sign up, providing rich data.

04:13


  • How Google chooses a third-party Link versus your own and its precedence in ticket listings

06:28


Segment Reference Article: Claire's Guide to UTM Tagging for Google Business Profiles (GBP)

Part 3 starts 30:09 - Beyond Google Local - being ready to live without Google

While Google may dominate the search engine market, it is crucial not to rely solely on Google and to diversify your online presence. By focusing on people, controlling your digital assets, maintaining close customer relationships, and trying different services, you can build resilience and prepare for any changes that may come in the future.


  • Understand where your customers are and why they would choose you over a competitor, regardless of the platform.

00:02


  • Control your digital assets, keep them locally and elsewhere to avoid losing everything in case Google eliminates or changes something.

02:45


  • Try different services and learn their role in the funnel to understand how your customers relate to them.

03:41


  • Listen to whatever Claire says and follow her advice tactically.

05:46

Segment Reference Article: Don’t Put All Your Eggs In Google’s Basket – Beyond the Google Monopoly

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