There are many parts of a Google SERP page, but most importantly for B2B brands:
Google Knowledge Graph - General Queries
A block of information about a subject that can have many variations
Shows up on the right or above organic results, displaying images, factual information and more. Google scrapes information from both Google data and external sources (ie Wikipedia) to feature here.
Google may pull data from a brand’s About Us page, various business listings, Google My Business accounts and online directories. Structuring the data on a few organization-specific pages on your website can also cue Google to categorize your information as eligible for Knowledge Graph results.
Knowledge Panel - Branded Queries
Nearly identical to Knowledge Graphs, except that Google pulls information from Google My Business Listings or Google Maps
Because websites, social media and other directories do not impact Knowledge Panels, the only way to optimize for this SERP feature is to update your Google My Business and Google Maps listings – both of which are obviously owned by Google. In this way, if you want Google to feature you, you have to play its game and appropriately optimize these web applications.
If you're eligible for a Google Knowledge Panel, it can be "claimed" by connecting it to your Google Search Console
Google My Business - Local and Branded Search
Your Business Profile appears right when people are searching for your business or businesses like yours on Google Search and Maps. Google My Business makes it easy to create and update your Business Profile by claiming and verifying your listing.
Your Google reviews live here
Features your website, a logo/images, posts and other business location and contact information
Kady is a digital native marketer that has spent the past several years in the B2B technology space on the brand side until joining Idea Grove in 2018. She serves clients as a Digital + HubSpot strategist and is Idea Grove's resident HubSpot evangelist. In 2019 she started leading the DFW HubSpot User Group after almost a decade of using HubSpot's tech stack to help drive marketing programs. She has a BBA in Marketing from the University of North Texas and an MA in Communications from the University of Texas at Arlington.