In the context of Knowledge Panel management, Cornerstone Entities are absolutely key to a clear and accurate Knowledge Panel. Google is a child and it understands and learns in a manner that is very similar to a child. It can only learn something new if it can understand a relationship to something it already understands: the closer, stronger and longer, the better.
If we can communicate clearly to the child multiple close, strong and long-term relationships with entities it already understands well, Google the child is MUCH more likely to understand and be confident in this new information.
“If I can improve Google’s understanding of the Cornerstone Entities, I will improve Google’s understanding of the Focus Entity. And if I can improve Google’s understanding of the Focus Entity, I will inevitably improve Google’s understanding of the Cornerstone Entities.”
These Cornerstone Entities are also often the best candidates to be included in a Knowledge Panel and so, working to improve its understanding of those, you will enrich the Knowledge Panel of the Focus Entity…. And probably add the Focus Entity to the Cornerstone Entities’ Knowledge Panel too. Beautiful.
A well-managed Knowledge Panel on a Brand SERP is a must for any company – it conveys a positive, professional image to your audience and shows that Google knows who you are, what you do, and what audience you serve.