SEO Toolkit extension – Rich Data

Feb 12, 2019

In our latest how-to tutorial article, Support Agent Tom talks through why you should be utilising the SEO Toolkit extension, specifically the ‘Rich Data’ section, to improve the way your company is presented on Google result pages. 

Google SERP (Search Engine Results Page) is an important phrase in the SEO community. It’s often the first impression of your company prospective customers will have, and the easiest place to get important information such as your company website, phone number and email. This information forms part of the ‘Knowledge Panel’

Using the ‘SEO Rich Data’ section of the ‘SEO Toolkit’ gives you the ability to display information on the results page, such as:

  • Website link
  • Brand logo
  • Social media profiles (linked)
  • Postal address
  • Phone number (ideally different numbers for in store, online etc)
  • Email address (similar to phone number, ideally has different addresses)

Some Knowledge Panels don’t have the required information:

In the images below, you will notice that the Knowledge Panels from Argos and Morrisons don’t have the social media profiles displayed, and also show an incorrect logo for Argos. This is the information customers will see when searching for the company, so it’s important that everything displayed is correct, informative and relevant.

Providing all this information allows the customer to get access to what they need as efficiently as possible. Customers who are looking for advice or making a complaint may want to call, or perhaps would prefer to use social media pages such as Twitter to communicate. Linking all these services on the Knowledge Panel gives the customer the choice. 

But others display much better information:

In contrast to the Argos and Morrisons panels, you can see examples from Ikea and Tesco below which display much better information:

They have separate contact numbers for different departments, and working social media links, giving the customer better access to the company, and allows for easy communication.

However, there are some areas of the Knowledge Panel which are out of the admin’s control. Features such as ‘Popular Times‘, ‘Wait Times‘ and ‘Visit Duration‘ are dictated by information from visitors who have Google location history turned on. The more visitors you have, the more data you have to work with, and the more accurate it is. 

Once the admin implements the changes to the Knowledge Panel, it will take around a week for the information to be crawled, and for it to display in Google.

For a detailed guide on how to configure this extension for your site, click here.

To make the most of this tool, you need to register your business for a free ‘Google My Business’ account – click here.

For more information, how-to guides and tutorials on Liquidshop, click here.

To read our guide on Web Banner creation, click here.

Want to add this extension to your site?


If you haven’t yet added this extension, contact Liquidshop support today to discuss if it is suitable for your website. Not all extensions work with all sites, so get in touch with the support team to find out more.