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Understanding and managing the ever expanding Google Local Knowledge Panel:  Google's Knowledge Panel and Business Profile are essential components of a local digital marketing strategy. The Knowledge Panel is a rich search result that appears in response to a user's query and provides relevant information about the queried entity. On the other hand, the Business Profile is a free listing provided by Google for businesses to manage their online presence, which feeds into Google's Knowledge Graph and its understanding of an entity.

The Knowledge Panel draws information from various sources, including Google's Knowledge Graph, Wikipedia, Google Scholar, Google News, and other third-party sites. It is dynamic and ever-changing, with the information displayed depending on the user's location, the entity in question, and the search query. However, businesses have little control over the information displayed on the Knowledge Panel.

Tracking your way to success:  
Tracking user engagement and conversions is essential to understanding which components of your Google My Business Profile are driving user actions. We discuss some best practices for tracking user engagement and conversions across both Google Insights AND your website.
By implementing best practices such as UTM tracking, analyzing user actions, and focusing on the primary website link, businesses can better understand their audience's behavior and make informed decisions.

Beyond Google Local - being ready to live without Google:  
While Google may dominate the search engine market, it is crucial not to rely solely on Google and to diversify your online presence. By focusing on people, controlling your digital assets, maintaining close customer relationships, and trying different services, you can build resilience and prepare for any changes that may come in the future.

The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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