Phase 1: Understandability

(Months 1–3)

Primary Goal: Ensure humans, search engines (especially Google) and AI Engines (such as Gemini, ChatGPT, Perplexity) understand exactly who you are, what you do, and who you serve. This is where the 17-step Knowledge Panel Instruction Manual is applied.

The Knowledge Panel on Google is your KPI – a Knowledge Panel on a search for your name demonstrates that Google understands. If Google understands, the Microsoft, CHatGPT and the other AI won’t be far behind and will understand you in a similar way in a few weeks or months.

Step	Action	Details / Tips	Outcome
1	Audit Your Digital Presence	– Identify your existing brand mentions (official website, social platforms, directories, articles). – Look for inconsistencies in branding, outdated descriptions, or broken links. – Prioritize the most authoritative platforms.	A clear picture of your current footprint, revealing what needs fixing or updating.
2	Choose Your “Entity Home” (Knowledge Panel Step 1)	– Pick one definitive page where Google should find the most accurate info about you: typically an “About” page on your website. – This page is the central reference for your brand: it’s where you keep the official description, facts, achievements, and contact details.	Google sees a single trustworthy reference point for your brand, preventing confusion.
3	Make a List of Social Profile Pages (K.P. Steps 2 & 11)	– Collect all your official social channels (LinkedIn, Twitter/X, Facebook, Instagram, YouTube, etc.). – Ensure each platform is clearly named, includes your brand description, and links back to your Entity Home if possible. – Plan to update them with the consistent brand description you’ll write in Step 7.	Consistency across social networks. Google sees the same facts repeated, boosting its understanding.
4	Make a List of Other Profile Pages (K.P. Steps 3 & 12)	– Identify professional listings, directory entries, or aggregator profiles (e.g., Crunchbase, local chamber of commerce, industry portals). – Again, unify brand name and description, and link back to the Entity Home. – Avoid spammy listings or “filler directories.”	Broader confirmation of your brand’s identity outside social media.
5	Make a List of Database Pages (K.P. Step 4)	– These are reference sites like Wikidata, DBpedia, or other credible data repositories. – Only proceed if your brand legitimately meets their notability criteria. – Skip questionable “pseudo-wikis” that might get deleted or flagged as spam.	Additional trustworthy data sources that confirm your brand’s existence and facts.
6	Make a List of Review Pages (K.P. Step 5)	– Find or create brand-specific pages on sites like Yelp, Trustpilot, G2, or niche review platforms. – Ensure name + details match your official info. – Encourage genuine reviews from real customers.	Social proof for both humans and Google that your brand is real, reputable, and active.
7	Make a List of Articles (K.P. Step 6 & 13)	– Collect news articles, interviews, features—anything primarily about you (≥80% of the content). – If there’s outdated or incorrect info, politely request corrections from the publisher. – Ask for a link back to your Entity Home where possible.	Third-party validation (press mentions) that strongly reinforces your authority and identity.
8	Write a Clear Brand Description (K.P. Step 7)	– Create two versions:  • A short version (~50 words).  • A long version (~600+ words). – Keep it factual, hierarchical, and up-to-date (latest achievements first). – Use consistent wording across all platforms (you can adapt the length, but keep the facts the same).	Provides Google with a definitive statement: who you are, what you do, and who you serve.
9	Create Schema Markup (K.P. Step 8)	– Use Schema.org for Person or Organization markup. – Fill in name, sameAs, subjectOf, social links, etc. with the data from Steps 2–7. – Validate with a tool such as Google’s Rich Results Test or validator.schema.org.	Translates your brand facts into a language Google reads easily (“structured data”).
10	Add Schema Markup to Entity Home (K.P. Step 9)	– Embed the code on your chosen “About” page (or homepage). – Test again in validator.schema.org. – Make sure the visible text on the page matches what the schema says.	Ensures the “hub” of your brand data is recognized as the ultimate source of truth.
11	Submit Entity Home in Google Search Console (K.P. Step 10)	– Use “Inspect URL” in GSC to request indexing. – This encourages Google to read your updated info quickly. – If your site is brand new, expect a possible delay of a few weeks before it’s crawled and indexed.	Faster discovery of your updated brand info.
12	Update All Social and Profile Pages (K.P. Steps 2, 11, 12)	– Input your short brand description (from Step 8) and link to your Entity Home. – Remove any contradictory or outdated statements.	A consistent brand story across all high-credibility platforms.
13	Ask for Article Updates (K.P. Step 13)	– Where possible, request authors/editors correct or refresh old coverage. – Have them add a link to your Entity Home if it’s missing.	Strengthens the chain of corroboration and keeps Google well-informed.
14	Use the Same Description Everywhere (K.P. Step 14)	– The short or long version can be adapted in length but not in factual content. – This is especially important on big external platforms (LinkedIn, Crunchbase, industry directories).	Minimizes confusion for both users and Google’s algorithms.
15	Check for Multiple Knowledge Panels (K.P. Step 15)	– Sometimes Google accidentally creates more than one “entity record” for your brand. – If you see more than one Panel appear for the same name, unify them by consistently linking to a single Entity Home.	Avoids “split identities” that dilute your brand’s authority and confuses search engines.
16	Add Knowledge Graph IDs to Schema (K.P. Step 16)	– If your brand already has a Knowledge Panel (kgmid), add that ID (e.g., /g/11xxxx) to your Schema. – If multiple IDs exist, add them all. This helps Google merge duplicates.	Strengthens Google’s confidence in the link between the Entity Home and the existing Knowledge Panel.
17	Get Indexed in the Main Knowledge Graph (K.P. Step 17)	– Let Google “digest” your updates and link connections. This can take weeks or months. – Keep monitoring your Brand SERP (the search results for your name) for changes.	The knowledge panel matures. Google’s understanding is stable. You’ve laid the foundation for the next phases.

---

Phase 2: Credibility

(Months 4–6)

Primary Goal: Show you’re the most trustworthy choice in your market. Google calls it E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness). Kalicube expands to N-E-E-A-T-T by adding Notability & Transparency.

In essence, for humans, Google and IA, you must demonstrate (prove) your credibility as the best in market solution to the person’s problem.

Step	Action	Details / Tips	Outcome
1. Strengthen Notability	– Pinpoint what makes you notable within your niche. – Could be awards, leadership roles, event appearances, boards, etc.	Mention these achievements on your Entity Home and in your major profiles. Corroborate them with external citations (industry press, association websites, official announcements).	Google sees that you truly stand out in your niche—not just self-proclaimed.
2. Show Expertise	– Offer in-depth content, explaining industry concepts or best practices.	Think: blog series, whitepapers, videos, webinars, or speaking gigs at events. Link the coverage or conference bio to your Entity Home.	You become the go-to resource for your audience—and for Google.
3. Demonstrate Experience	– Back up your expertise with hands-on success stories: client testimonials, case studies, interviews.	Gather quotes directly from satisfied clients. Make them visible on the site (or a recognized 3rd-party platform) so Google can see the proof.	Users and AI see that you’ve walked the walk, not just talked the talk.
4. Build Authority	– Acquire credible mentions and backlinks from recognized experts, journals, or top-tier platforms in your industry.	Pitch stories to reputable media, aim for podcasts or interviews with influencers in your field. Ensure these mentions link back to your Entity Home and reflect your official brand description.	Google’s algorithms interpret these signals as strong endorsements—boosting your brand’s authority ranking.
5. Showcase Trustworthiness	– Gather and display real reviews from authoritative review platforms (Trustpilot, G2, Yelp, TripAdvisor, etc.).	Encourage genuine, detailed reviews. Request that customers mention your specific offering. Address any negative reviews head-on and professionally, to show transparency.	Prospects see you’re open and honest; Google sees consistent, positive signals that you’re trustworthy.
6. Maximize Transparency	– Have a clear “About” page + “Contact” page + disclaimers/policies. – Make your site structure easily navigable.	Openly list your team (where relevant), founders, or key stakeholders with real bios and photos. Offer direct ways to contact or ask questions, so there’s no hiddenness.	Both users and Google appreciate clarity on who you are, who’s behind the scenes, and how to reach you.
7. Stay Consistent in N-E-E-A-T-T	– Update all digital assets with any new trust signals, awards, or press.	If you win a new award or get a new review, reflect it quickly across key platforms. Link it back to your Entity Home.	Google’s confidence grows as it sees your brand’s notability, expertise, authority, etc. consistently reaffirmed.
8. Monitor Your N-E-E-A-T-T Gains	– Periodically search your brand name (“Brand SERP”) to see if your Knowledge Panel or the left-hand search results reflect new achievements.	Look for updated subtitles (e.g. “CEO” changes to “Author” if you’ve published a book). If Google still shows old details, add clarifications on your site or request updates from the relevant source.	Google’s perspective on your brand remains current, boosting your brand’s perceived credibility in the eyes of searchers.

---

Phase 3: Deliverability (omnipresence)

(Month 7 onward, ongoing)

Primary Goal: Be visible everywhere your target audience (and Search Engines and AI Engines) looks. This means creating content that covers the entire customer journey and distributing it across the right channels in the right formats.

Step	Action	Details / Tips	Outcome
1. Map Your Customer Journey	– Identify key questions and pain points at each stage (awareness → consideration → purchase → post-purchase).	Interview existing customers, check your FAQ logs, or use feedback from sales teams to discover real questions.	You know exactly which topics to address, ensuring your content is on-point for your audience’s needs.
2. Create the Right Content	– Produce helpful blogs, videos, infographics, short social posts, or podcasts that directly solve these questions.	Keep your brand’s tone consistent. Use the short/long brand descriptions as needed. For each piece, mention your brand name consistently so Google sees the association.	Users find immediate value in your content, building trust. Google sees you as the subject-matter authority.
3. Repurpose & Format Properly	– Convert a blog into a video, a webinar into a podcast, etc.—whatever matches each platform’s strengths and your audience’s preferences.	Expand your reach with minimal extra effort. Always link back to your Entity Home or other relevant brand pages.	You meet your audience where they already are in the exact format they prefer.
4. Distribute on Strategic Channels	– Post or syndicate content on relevant social platforms, partner sites, or industry-specific communities.	Leverage newsletters, LinkedIn articles, YouTube, or even Medium. Check your brand mentions for accuracy—reinforce the consistent brand statement from Phase 1.	Your brand saturates the online ecosystem, making it easy for your ideal audience (and Google) to notice you.
5. Optimize Technical Delivery	– Maintain a fast website (page speed), mobile-friendly design, and well-structured navigation.	Use site audits, speed tests, and ensure your schema markup is up to date. If pages are slow or unorganized, Google is less likely to recommend you.	Ensures a frictionless user experience and stronger search engine ranking.
6. Focus on AI Platforms	– Provide well-structured FAQs, how-tos, and topic pages so AI (ChatGPT, Bard, Bing Chat, etc.) can easily reference your content.	Keep updating your schema, especially FAQPage or HowTo markup for relevant pages. Monitor your brand name in AI tools to see if they mention you.	The new wave of AI “assistants” confidently reference you as the answer to user queries.
7. Track & Fill Content Gaps	– Monitor user feedback and search queries (e.g., via Google Search Console, site analytics).	Spot unanswered questions or new user needs, then quickly create content to fill that gap.	You become the go-to solution at every step, reinforcing your brand’s omnipresence and discoverability.
8. Review & Refine Continuously	– Perform regular brand SERP checks. – Evaluate content performance on each channel (views, likes, shares, signups).	Double down on what’s working, retire what’s not, and maintain the brand’s synergy across all phases.	A finely tuned content strategy that both humans and search engines/AI trust and prefer.

---

HOW IT ALL FITS TOGETHER

1. Phase 1: Understandability (knowledge)
   • Make Google (and humans) certain of your brand identity and fundamentals.
   • The Knowledge Panel emerges as a direct sign that Google “gets it.”
2. Phase 2: Credibility (N-E-E-A-T-T)
   • Prove your brand is a top-tier player in your field.
   • Earn trust from users, Google, and new AI platforms through strong, verifiable signals.
3. Phase 3: Deliverability (omnipresence)
   • Expand your brand’s reach so you show up exactly where and when your audience is searching or discussing solutions.
   • AI assistants and search engines confidently recommend you, driving leads and sales.

By rigorously following all three phases—and weaving the 17-step Knowledge Panel process into Phase 1—you’ll lay the perfect groundwork to dominate your brand space in search, AI, and across the web.

Industry leaders trust Jason Barnard to build and protect their digital personal brands

Kalicube can help you