Showing your Shopify store data in the right side of the Google search results

By Ilana Davis

When searching for a company, you’ll sometimes see a box appear in the right of the search results. But like many Google things, it has a confusing name.

Nike's Google Knowledge Panel as shown in Google Search Results.

This is known as Google’s Knowledge panel and also goes by Google’s Knowledge Graph Card. It pulls data in from Google’s Knowledge Graph.

You can think of the Knowledge Graph as a database of information and the Knowledge panel as what parts of that data Google chooses to display.

(See what I mean about confusing names…)

Google adds data to its Knowledge Graph database as it discovers facts across the web. Sometimes from your website. Sometimes from other authoritative sources.

For Shopify stores, the important facts include the business name, location, hours, telephone, and social media.

Some of that data you have control over and can influence what’s shown, while other parts are controlled by Google.

There are a few ways to get data into the Knowledge Panel.

Two that tend to work well are to signup for Google’s Business Profile and to have Organization structured data in your store.

Google’s Business Profile is easy to signup for. I just did it and it took two minutes, though you’ll have to wait for a verification code and approval.

Similarly, JSON-LD for SEO will handle adding the structured data automatically for you. It’ll pull as much data about your business from Shopify and keep it up-to-date for you so you don’t have to worry about old addresses or phone numbers.

I’d recommend using both so Google has the most complete view of your business.

Ideally, that will help attract more people to your store.


Get more organic search traffic from Google without having to fight for better rankings by utilizing search enhancements called Rich Results.

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