Thumbnail for Video: A Podcast Gets Extra Information in Their Knowledge Panel on How I Built This's Brand SERP

Key Moments in episode 135 of

the Daily Brand SERP series:

00:00 Brand SERP for How I Built This
00:08 Podcast Boxes and Podcast Knowledge Panel
00:17 How many podcasts owned their KP last Oct 2021?
00:30 How to fill it up with extra information?
00:39 Where do Google get information for the Podcast KP?
01:01 Tracking Knowledge Panel attributes sources through Kalicube Pro
01:46 Practical tip: Track WebFacts Generation 1 and 2 at Kalicube Pro 😉

How I Built This Podcast Gets Extra Information in Their Knowledge Panel

In October, Google updated its algorithms and triggered Knowledge Panels for about 50% of podcasts. Question: can you claim it? The answer is NO.

So how can you control the information it presents about your podcast? You control the description, since Google gets it from your RSS feed. But if you want to add extra information, you’ll have to make that information available and crawlable on the web.

The Knowledge Panel for the podcast How I Built This is now is starting to get populated with attributes from the facts Google crawled from the web. To get these cool attributes, the information needs to be available to Google on multiple trusted, authoritative sources. Wikipedia, Wikidata, Podchaser, Google Podcasts and IMDB are possible sources you could use but remember, a trusted source can even be your podcast’s website itself 😉

Watch until the end for more information 😉

Kalicube’s #DailyBrandSERP  November 20th 2021 presented by the Brand SERP Guy, Jason Barnard.


Hi, I’m Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for How I Built This, which is a podcast. And as we can see here on the left-hand side, we have the Podcast Boxes. But I wanted to focus on the right-hand side. Here, we have a glorious Knowledge Panel.

Now in October, Google updated its algorithms and it triggered an awful lot of panels for podcast. Probably about 50% of podcast got Knowledge Panels. That’s according to data from Kalicube Pro but a lot of people are asking me. “Okay, I’ve got my Podcast Knowledge Panel, how do I fill it up with extra information like this?” And it’s a great question. And here’s an example of a podcast that is starting to be populated with additional information.

Now, this information comes from Google crawling the web, and the machine itself is deciding that these are facts. It’s not Wikipedia, it’s not Google podcast, it’s not IMDB, it’s crawled from the web, the machine is making its own mind-up and at Kalicube, we track this information. Here you can see, we track where Google gets the information for the attributes in Knowledge Panel attributes like this.

Now, as we can see here, we can see that this is human curated third-party, this is human curated Google, including podcast. This is WebFacts, the machine makes its mind up about the facts. And this is WebFacts 2nd Generation that started a few weeks ago, where the machine makes its mind up and really, really Google appeared to be letting the machine loose. As we can see, it’s only 2% for the moment, but it’s growing and it looks like this is going to be increasingly common.

Now, all of these information here, these attributes in this Knowledge Panel for How I Built This come from WebFacts Generations 1 and 2. We know how to track it at Kalicube Pro. I will write an article one day explaining quite how we do it. It’s phenomenally interesting. This is the future of knowledge on the web in Google at least.

Thank you very much and I’ll see you soon.

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