Always here to help
Jason Barnard is an award-winning entrepreneur, innovator, author and keynote speaker
Instructor: Jason Barnard (“The Brand SERP Guy”)
Platform: Kalicube Academy
This advanced course teaches you how to trigger, manage, and optimize your Knowledge Panel - the fact box on the right-hand side of Google’s desktop search results that reflects how Google understands you or your brand.
Jason Barnard draws from over a decade of hands-on research and thousands of case studies to show you how to get Google to recognize your entity, present it clearly in a Knowledge Panel, and keep that panel accurate, stable, and rich with valuable information.
What You’ll Learn:
The fundamental concepts of Google’s Knowledge Graph and Knowledge Vault
How to define and communicate your Entity Identity to Google
How to create an Entity Home, the single point of truth Google uses to understand you
The importance of corroboration and how to find sources Google trusts
How to use both non-geeky (links and content) and geeky (Schema Markup) methods to educate Google
How to avoid pitfalls that can destabilize or corrupt your Knowledge Panel
Long-term strategies to move from a temporary Knowledge Panel to one anchored in Google’s main Knowledge Graph
Ideal For: Business owners, digital marketers, SEO professionals, and personal brands who want to gain reputation control, visibility, and authority in Google’s search results.
Why It Matters: A Knowledge Panel isn’t just a vanity feature - it’s a powerful business asset. It confirms your credibility, influences conversions, supports SEO, and improves your brand’s digital footprint across every platform.
Building Confidence in Google’s Knowledge Panel - Jason Barnard From Understanding to Confidence Jason Barnard emphasizes that once Google has understood who an entity is, what it does, and which audience it serves - based on its Brand SERP and Knowledge Panel - the next challenge is to build confidence in that understanding. Confidence is…
The Knowledge Panel Course How Google Chooses What Photos and Logos to Show Published: April 21, 2021Updated: April 21, 2025 Introduction In this lesson, Jason Barnard explains how to manage and influence the photos and logos shown in Google’s Knowledge Panels. He covers how to add or change existing visuals and how to ensure Google…
Getting Your Knowledge Panel to Show on Your Brand SERP Jason Barnard speaking: Hi and welcome. As we’ve seen, many entities have Knowledge Panels, but they don’t necessarily trigger on the Brand SERP. Question is how to get your Knowledge Panel to show on your Brand SERP. Jason Barnard speaking: First case is that if there is…
Managing People Also Search For and Related Searches Jason Barnard speaking: Hi and welcome! People Also Search For and Related Searches. Unfortunately, these are almost impossible to control or even significantly influence. This lesson contains mostly an explanation of how they work and the tips and techniques we currently know. We are working hard analysing the…
Getting Your Entity Into Google’s Knowledge Vault Jason Barnard speaking: Hi. As you have seen in previous lessons, Google has multiple Knowledge Graph Verticals including Google Books, Google Maps, and the Web Index. Its current problem is that these verticals struggle to talk to each other horizontally. They need to use a lookup table with only…
How a Knowledge Panel Is Built Jason Barnard speaking: Hi and welcome. One thing that is often overlooked is how Google actually builds a Knowledge Panel. As we have seen, a presence in the Knowledge Vault or one of the Knowledge Graph verticals is the starting point. Each of these verticals, including the Knowledge Vault, attributes…
The Google Knowledge Extraction Algorithm Jason Barnard speaking: Hi and welcome. The Knowledge Extraction Algorithm is part of the crawling and indexing process. We can consider that it is part of Googlebot. Jason Barnard speaking: Googlebot discovers, crawls, and indexes content. Before it adds content to the index, it breaks that content down into its constituent parts…
What Information Does Google Show in Knowledge Panels? Jason Barnard speaking: Hi. What information does Google show in a Knowledge Panel? Obviously, that depends on the entity type and many other factors, but we’ll look at that in a moment. Jason Barnard speaking: Before delving into this topic, bear in mind what the Knowledge Panel is designed…
Jason Barnard speaking: Hi and welcome. You now know how a Knowledge Panel is built, which vertical Knowledge Graphs are available to you, and how to get into the Knowledge Vault. Jason Barnard speaking: Of course, every aspect of Knowledge Vaults, Knowledge Panels, and Brand SERPs are managed by machine learning algorithms. In this lesson, I will…
How to Change Information in a Knowledge Panel Jason Barnard speaking: Hi and welcome. Huge question: how do you change information in a Knowledge Panel? There are multiple ways to do this, but my number one rule here is to remember that the algorithms ultimately decide, as you’ll see. Jason Barnard speaking: So, long term, you need…
Jason Barnard speaking: How to Claim a Knowledge Panel (and When You Shouldn’t) Jason Barnard speaking: Hi and welcome. Why should you claim your Knowledge Panel? Firstly, because it prevents anyone else from claiming it. Secondly, it allows you to ask humans at Google to make changes and add information. Rather than the usual feedback option, you…
Jason Barnard speaking: Hi there. In this lesson, I’ll explain how a Knowledge Graph works. Understanding this is hugely helpful when adding information to a Knowledge Graph from the outside, which is what we are doing here with Google. Jason Barnard speaking: A Knowledge Graph is built up of nodes, attributes, edges, and paths. We’re going to…
