Google is testing a local knowledge panel that starts collapsed and requires user interaction in order to expand it and see the additional details – details that are normally displayed by default.
Here is an example for a search for “Internet Marketing Ninjas” with a collapsed knowledge panel.
When expanded, it shows details like a regular knowledge panel we are familiar with. It is worth noting this isn’t a result triggered by a Google+ follow, but is regular a local-type knowledge panel, complete with a link to Google Reviews.
This seems to be a test, as a later search for the identical search query returned a regular knowledge panel without needing to be expanded.
Google has tested something similar, however it was only with Google+ results that would trigger because the searcher followed the brand or person on Google+. But these seem to be showing for smaller local listings – ones for brands that might not neccessarily trigger a full knowledge panel result, but which also aren’t regular local listings like you see with a shoe store or lawyer.
Jennifer Slegg
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Jason says
Interesting, Jennifer. I have noticed this lately. I just tried to replicate this now, and the knowledge panel seems to only appear for larger businesses, not smaller ones. I assume the case is that the more popular the business, or category, the higher the chance of the extended knowledge panel?