Knowledge Graph Results for NonBranded Queries

[SarahLK]

Does anyone have any insights on why a knowledge graph may show up for non branded search queries? Examples attached.

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[Mary_Davies]

Hi again!
Sorry I'd missed the attachments previously. So when I do those exact searches I don't get a knowledge graph in the results in my location however if I do a search from your area I do for the Marco one but not the other. (I'm curious if you are still seeing a knowledge graph for the other.) As a general rule, my previous response works for very generic terms like "cola" in all areas I would assume but this looks like your knowledge graph is being generated location specific. When I look at the searches you did and look at the results I would assume that in these cases it is still an authority issue but also mixed with a recognition of your location. Marco is in fact the only well ranking company with their Google My Business listing specifying St. Cloud as their location. So when I do the same search but include Vancouver instead of Minneapolis I don't get a knowledge graph as there are no sites that are a definite authority so one isn't easily chosen in this location and if I do the same search that you did I guess Google has decided that due to my location being different it doesn't matter to me.
Hope that helps
Cheers,
Mary

[SarahLK]

This is a knowledge graph showing up with non branded queries. I attached two examples. I thought I attached them to the original post.

V51iKCt nUYr05x

[Mary_Davies]

Hey there,
Can you give me an example query so I can see what you mean? I'm assuming what you mean is a generic search results with a branded knowledge graph. Is that correct? If that is what you mean it's generally a power issue really. A combo of age, good links, a large site that is totally relevant. Basically strong entity metrics tied to the query subject matter is Google's go to for the knowledge graph shown for a generic search. For example a search for "cola" is going to have Pepsi or Coca-Cola most likely in the knowledge graph, the same can be true for a smaller company that you've never heard of as well. In the case where a search query doesn't really have a powerhouse of sorts to feature in a knowledge graph then there won't be one.
If that's not what you were asking then ... carry on and I'll try again
Cheers!
Mary