The Google Knowledge Panel vs. Google Business Profile: What's the Difference?

Although they may seem similar, there are plenty of distinctions to be made between the Google Knowledge Panel vs. Google Business Profile. The Google Business Profile tool lets business owners manage their online presence on Google Maps and search easily and for free. The Google Knowledge Panel, in contrast, is automatically generated by Google using information about businesses online. The Google Knowledge Panel and Google Business Profile are both excellent ways for local businesses to show up in local search results. 

Both the Google Knowledge Panel and a Google Business Profile listing can bolster your visibility in local search results. The following guide explains the pros and cons of each service, and why it is in your interest to embrace both in your local SEO strategy.

What is the Google Knowledge Panel?

Google Knowledge Panel allows businesses to add any type of information Google has about them but does not let you change your business details outside Google Search. With the Google Knowledge Panel, business owners can edit their basic company information themselves and there's no approval process required to create or manage an account. 

For some businesses, these two products may seem similar, but there are plenty of distinctions between the Google Knowledge Panel and Google Business Profile listings. The Google Knowledge Panel displays information provided by Google about the business and helps you appear as an organization in search results, which can help with branding and reputation building.

Google Knowledge Panel will give your business more exposure than Google Business Profile alone, so it may be the right choice if you are concerned about increasing brand awareness through Google Search. It can also be used as a starting point for businesses looking for more advanced analytics or wanting to add additional types of data like photos and videos.

What is Google Business Profile?

Google Business Profile is a free and easy-to-use tool for businesses and organizations to manage their online presence across Google, including Search and Maps. Google provides the data while Google Business Profile provides a way for business owners to manage it all in one place. 

Google Business Profile provides information like hours of operation, location, photos, videos and offers. Google Business Profile allows businesses to directly control how their information is presented across Google Search and Google Maps. 

Google Business Profile also offers two features that are not available in the Google Knowledge Panel:

1. Enhanced Listing

The enhanced listing feature lets you upload your logo which will then show up on Google's local pack results as well as on Google Maps for mobile users who are signed into a Google account with their current location services enabled. It also gives you extra real estate at the top of your listing where you can display one additional image or video along with your address and phone number.

2. Messages 

Google Business Profile provides a messaging feature where Google users can leave messages for your business. Google Business Profile will verify the phone number, and send you an SMS every time somebody leaves a message on your Google listing.

At the end of the day, both products provide businesses with greater visibility with Google's search engine; they just do this in slightly different ways through Google Search.

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