Thumbnail for Video: Where do Reviews in Knowledge Panels Come From on BMW i3's Brand SERP

Key Moments in episode 76 of the Daily Brand SERP series:

00:00 Brand SERP for BMW i3
00:13 What’s in BMW i3’s left rail?
00:37 The sources of ratings in the knowledge panel
01:08 Practical tip: Keeping track of the review sites ranking on the left rail

Where do Reviews in Knowledge Panels Come From? Example: BMW i3

Buying decisions are increasingly based on customer reviews. Prospective buyers are looking for reviews from other people to reassure them that this is a good purchase decision… or dissuade them from a bad decision.

Google knows this and so review sites are inevitable in a product’s Brand SERP, often three or more. In the Brand SERP for BMW i3 there are four review sites in the left rail and three of those are ALSO present in the Knowledge Panel on the right hand side. That double presence in the left and the right rail makes reviews super-visible in the Brand SERP for a product, so it is absolutely vital to get a lot of great reviews on the platforms that rank.

Kalicube’s #DailyBrandSERP  September 22nd 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 the BMW i3. A car I know nothing about, I’m not very interested in cars, but I am very interested in brand SERPs. Now, this brand SERP for a product, a car, has the official site at the top. That’s great. Some People Also Ask, absolutely wonderful.

A couple of reviews, some videos really useful if I’m looking to research, buying a car or a product. Arguably more so the videos for a brand SERP for a company or a person maybe, and down here, some more reviews, the Wikipedia page and so on and so forth. But I wanted to focus on this side. Over here in the knowledge panel, we have three reviews from Carwow, Top Gear and Auto Express.

Now, interestingly and importantly, they correspond to the ones that we see in the right rail. Here we have Carwow. There you have Top Gear and it’s in the same order. And here you have Auto Express. Google has skipped over Car and Driver. I don’t really know why, that’s something we would probably have to investigate to figure out.

But what is interesting is the reviews in this knowledge panel for a product. Are dealt with in much the same way that as reviews in Google My Business panels are dealt with I.e. reviews from around the web will be shown according to their rankings in the left rail. So the right rail is very dependent on the left rail.

All the more reason to take care of the left rail in your brand SERP. Thank you very much. I’ll see you soon..

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