Local Memo: Google Removes 3 Billion Knowledge Panels, New Attribute Confirmations, Creating a Why Choose Us Page for AI
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Google Removes 3 Billion Knowledge Panels
The News Jason Barnard, writing for Search Engine Journal, reports that Google has removed roughly 3 billion entities from its Knowledge Graph in an effort to improve the quality of data used by its large language models. According to Barnard, this kind of cleanup isn’t unusual for Google, with major changes often rolling out in the summer. But this particular purge stands out: about 6.26% of all Knowledge Graph entities appear to have been wiped.
The cleanup appears to have hit event entities the hardest, with nearly 77% of them removed. Many were added during the COVID pandemic to help users navigate rapidly changing availability. Somewhat ambiguous “thing” entities also saw a decline, dropping by around 15%.
What remains are more stable, reliable Knowledge Graph entities—like those for corporations and local businesses—that can serve as authoritative data sources for LLM-powered tools such as Google’s AI Overviews and AI Mode.
What This Means Google’s Knowledge Graph is one of its greatest advantages in the LLM arms race. Combined with its strength in real-time search, the Knowledge Graph acts as a source of truth—helping tools like Gemini and AI Mode interpret queries accurately and respond with reliable information. It’s an edge few, if any, other LLM providers can match—suggesting that for searches where accuracy matters most, Google may remain the go-to resource for the foreseeable future.
Google Shows User Confirmations for Business Attributes
The News Claudia Tomina has spotted a new feature in which Google shows whether other customers have confirmed certain attributes listed in a business’s About tab. In some cases, the feature also displays the note “Confirmed by the business owner,” as shown in the screenshot below. Tomina suggests that attributes confirmed by the business are those added via GBP, while those confirmed by users come from reviews and “Know this place?” contributions by Local Guides. Some attributes are marked as confirmed by both visitors and the business.
What This Means It’s likely that this new feature is meant to give more weight to certain business details—not just to reassure consumers, but also to support more authoritative answers from LLMs. While businesses can’t control what visitors say about them, they can—and should—make sure all relevant attributes are enabled in their profiles.
Create a “Why Choose Us” Page to Appeal to AI
The News In a typically helpful and practical post, Phil Rozek offers advice for businesses looking to stand out in competitive AI-driven searches: create a “Why Choose Us” page or content section on your website. Rozek notes that LLMs seek out differentiating information to answer queries about services offered, specializations, customer feedback, speed of service, pricing, and more. So why not package that information clearly—for both LLMs and your target customers—in one easy-to-digest place?
The post includes several other suggestions for the types of content LLMs may be scanning for. Rozek notes that while some businesses might opt for a standalone “Why Choose Us” page, multi-location brands may be better served by featuring this content prominently on their local landing pages.
What This Means As Rozek makes clear, your business website is a secret weapon for standing out in AI search. No other resource gives you as much control over the content you publish—and better yet, LLMs treat your website as the most trusted authority on your business. Nearly half of all brands are overlooking the impact of AI search. Now’s the time to make sure you’re feeding AI the kind of content your ideal customers are actually searching for.
