GMB info in right sidebar for Google search?

[PaulSteinbrueck]

When I search Google for "remax marketing specialists trinity fl" I see info from a GMB listing for "Anne Graffy - ReMax Marketing Specialist" in the right sidebar (screenshot: 2020-03-16_1254 ) but when I search Google for "remax marketing specialists trinity" I see info from a GMB list for "Re/max Marketing Specialists" (a different remax office at a different location) in the right sidebar (screenshot 2020-03-16_1253 )

Does anyone know how Google decides what to show in the right sidebar and if there is any way to change what Google shows there?

 

[carolyn2]

Paul - I'm sure you know these are two different searches - remax and Re/max - note the GMB exact match business names - and depending on where you're searching is going to change what Google shows - I'd have to do more digging to see how close these offices are to what Google thinks is the center of Trinity FL.

I do a fair amount of serp testing, but does anyone know exactly how Google decides to show a knowledge panel and what it takes to push one? Not yet.

Is there a way to change what Google shows there? - from my experience, yes.

If you've ever heard about "sending Rank Brain" local signals - this is what we've seen move the needle on showing a knowledge panel. I've had more experience going from a search returning NO knowledge panel to eventually showing the one I'm pushing than actually changing one.

There is a tipping point from none to one. LIkewise, I'm guessing that there would be a tipping point from a specific one to a different one for the same search.

Of course, you really want to make sure you're spending resources on search terms either that have search volume or show up in the autosuggest (which one of these does for trinity). Wish you a lot of fun with this one!

Carolyn Holzman

 

[PaulSteinbrueck]

Hi Carolyn, thanks for replying.

Is there a way to change what Google shows there? - from my experience, yes.

If you've ever heard about "sending Rank Brain" local signals - this is what we've seen move the needle on showing a knowledge panel.

No I haven't heard of "sending Rank Brain local signals." Can you explain or share a link?

 

[PaulSteinbrueck]

Anyone else have insight on this?

 

[carolyn2]

Hi Carolyn, thanks for replying.



No I haven't heard of "sending Rank Brain local signals." Can you explain or share a link?

It's kind of an intense topic which is why I asked. To quote Moz, "RankBrain [is] matching signals to query intent." Whether it's a local search or an informational query, the idea is that Rank Brain is looking for something to end a search and learning as it goes to refine and refine and refine some more.

Google has been running searches through it for a while - but here's something that could explain it far better than I can here - Google RankBrain - so local signals would be for example people IN your area searching more for the listing - as well as you pushing out the same in your offsite content as well as your site. Matching search intent with content.

 

[Yan Gilbert]

I noticed on the Anne Graffy site that it has many properties with the "FL" abbreviation. It's possible that the algo just picked up on those and that is why the KP for that listing displayed for the "remax marketing specialists trinity fl " search.