Brand vs. local Knowledge Graph result: Which is better?

Since the expansion of Google’s Knowledge Graph, I’ve been getting tons of questions around different Knowledge Graph results. One of the most frequent questions I get from my clients and business owners is regarding which Knowledge Graph result is best to have: a general brand or local panel.
Before going into the answer for this question, here are some examples of what a brand and local Knowledge Graph panel look like.


The answer to which is preferable is not as simple as you would think. It very much depends on the type of business and how it’s operated. For example, here are four scenarios where the ideal Knowledge Graph result would differ.

Online-only business
Business with a few locations
Business with a high volume of locations nationwide
A business that has one location but has a strong brand

Here is a breakdown of each of the scenarios above, and examples of their Knowledge Graph results.
Online-only business
A business that is strictly online-only would, of course, not

Search Engine Land Source

Leave a Reply

Your email address will not be published. Required fields are marked *