Jason Barnard Explains Featured Snippets and Knowledge Panels at SMX London 2020 “Why SERP Features Define Brand Credibility and Visibility” - May 2020
From May 19 to 20, 2020, SMX London - one of the UK’s leading search marketing conferences - brought together top SEO professionals and digital strategists from around the world to explore the latest trends in search engine optimization, SERP features, and digital visibility.
Among the thought leaders presenting at the event was Jason Barnard, founder and CEO of Kalicube®, who delivered a packed session titled “The Ins and Outs of Featured Snippets and Knowledge Panels.” As a recognized expert on Brand SERPs and digital identity, Jason shared deep insights into how these powerful SERP features affect visibility and credibility - especially in competitive UK search environments.
Featured Snippets and Knowledge Panels: what they are and why they matter
The session offered a deep dive into the impact of SERP features across different verticals in the UK search landscape, with a particular focus on Featured Snippets - the answer-boxes that appear at the top of Google’s results - and Knowledge Panels, the rich entity summaries that signal strong search credibility.
Jason explained that Featured Snippets provide users with immediate, concise answers to their queries, extracted directly from authoritative content. Because they occupy the most prominent position on a search results page, winning a Featured Snippet can dramatically increase visibility even if users don’t click through to your website.
In contrast, Knowledge Panels indicate Google’s confidence that it understands who you are and what you do. They appear on the right side of desktop search results and serve as a trust signal, demonstrating that your brand or person entity is recognised and verified within Google’s Knowledge Graph.
Tracking and optimising the impact of SERP features
A core theme of the session was measurement and strategic optimisation: Jason walked attendees through how search marketers can track the performance of SERP features in their own niches, tying visibility gains to industry benchmarks.
This included an overview of the types of SERP blocks and rich results appearing across 23 verticals - from ecommerce and local services to informational and brand queries - and practical advice on which features matter most depending on the search context and the audience’s intent.
More importantly, Jason highlighted that SERP features aren’t just cosmetic upgrades to your rankings; they are integral to how users perceive information and trust results. Featured Snippets that answer questions clearly and accurately help establish authority, while Knowledge Panels confirm your identity as a recognised entity - both of which directly influence user behaviour and business outcomes.
Knowledge Panels: credibility and strategic brand presence
Perhaps the most compelling part of the session was Jason’s emphasis on Knowledge Panels for brands. Unlike simple organic listings, a Knowledge Panel reflects Google’s interpretation of an entity’s factual profile - including its description, official website, social profiles, and structured data signals.
Jason made it clear that having a Knowledge Panel is no longer optional for brands serious about credibility: it signals trust to potential customers, partners, and decision-makers who encounter your brand on Google. In essence, it serves as a digital business card that appears every time someone searches for you.
Actionable takeaways for search professionals
By the end of the session, attendees walked away equipped with tactical and strategic understandings, including how to:
- Identify which SERP features are most prevalent and impactful in their specific industry
- Optimise content and structured data to target Featured Snippets, People Also Ask, review stars, and other rich elements
- Build and influence the signals that help their entity trigger a Google Knowledge Panel
- Craft a search presence that supports both visibility and credibility in the eyes of users and machines alike
Although full session recordings and transcripts are typically hosted behind SMX’s event platform, the key themes Jason presented reflect his long-standing philosophy: that control over how search engines interpret your content and identity directly affects your visibility and authority online.
Conclusion: SERP features as strategic assets
The SMX London 2020 session on Featured Snippets and Knowledge Panels underscored a vital shift in modern SEO: search features are not just afterthoughts - they are central to how users find answers, trust brands, and engage with content.
Jason Barnard’s contribution at the event reinforced that winning in search today means understanding both the mechanics of SERP features and the implications those features have on user perception and business outcomes. For SEO professionals and brand leaders alike, mastering these elements is now a critical part of any comprehensive digital strategy.
Conference by SMX London May 19 and 20, 2020. Moderator: Barry Schwartz. Speaker: Jason Barnard, founder and CEO at Kalicube®.
