Unfortunately, these platforms gather reviews from users who may not have verified experience with the company, adding another reason to focus on proactive reputation management.

Video reviews

When a company is closely associated with its products, video reviews will appear. 

Proactive reputation management of user-generated content (UGC) videos is becoming an increasingly important aspect of your corporate strategy.

Policy attributes

Google will display store policies, such as shipping terms, payment methods, and return policies, when it’s confident it has understood them. 

To trigger these attributes, ensure your policies are clearly outlined and easily accessible on your site.

Videos from

When a company has active social channels with video content and significant engagement, videos from those channels will appear.

This represents valuable brand SERP real estate, making it a great incentive to invest resources in producing and posting quality, relevant, and engaging videos across your social media channels.

Trending entities

This can include products or, theoretically, any related category of entities that are relevant and popular. 

While we don’t know exactly how the algorithms select these entities, search volume likely plays a key role.

Related entities

In this case, it may be related products, such as the latest car models. 

However, Google could show any category closely tied to the brand. 

The chosen category depends on the strength and relevance of the relationship.

By strengthening your presence in the knowledge graph, you can influence which related entities are displayed.

The entities shown within that category can also change (see “People also search for” below).

People also search for

These are the companies that Google’s knowledge algorithms consider the most relevant – your direct competitors. 

You may not agree with the selection, but this presents an opportunity to examine why Google made this choice.

Consider the following:

• How you are communicating: Your brand communication is likely inconsistent across the web, which may cause confusion.
• Are you misclassified on industry, corporate, and review platforms? Review the companies listed in your category and consider asking for reclassification if necessary.
• Do you share an audience with these brands? Google’s algorithms might show competitors that share a similar audience or market.

Changing this element is the hardest and slowest process in a knowledge panel. 

It requires moving your company from one cohort to another in Google’s Knowledge Graph. 

Based on our experience, this process can take a year or more.