Fatrank Podcast

James Dooley: Hi, today I’m joined with Chris Walker, the founder of Legette. If anyone wants to search him, it’s Chris M. Walker. Today I want to talk about how to strengthen your knowledge graph score using Legette services. When you get a knowledge panel, you get assigned a knowledge graph score, which comes down to confidence. I want **Chris Walker** to explain a few services you can use to improve that knowledge graph score.

Chris Walker: Thanks for having me. There are a lot of important ones, but first you have to do the basic stuff. Social profiles and filling those out properly. After that, what you really want to focus on is getting onto as many high-authority wiki sites as possible. I don’t mean low-quality marketplaces where you buy thousands of wiki links. I mean the higher authority ones, like the main wiki network sites that exist in that space. They’re not that expensive, but I wouldn’t try to do them yourself because if you do, they can get shut down really fast. Another one is Wikipedia Simple, which is almost like a Wikipedia page but lighter. If you can get an actual Wikipedia page, that’s ideal, but it’s very difficult.

Press releases also work really well. On Legette, there are three services I recommend for that: **38 Digital Market**, **Spine PR**, and **SEO Booster**. They perform well and tend to stick for years. Then you want as many web 2.0 properties as you can get, things like Blogspot and WordPress subdomains, built around your exact brand name, like a branded WordPress site or similar. The point is to flood the internet with as many relevant instances of your exact brand name as possible.

James Dooley: You’re basically talking about building a fortress of supporting properties around the brand, repeating the message of who you are and what you do on third-party sources.

Chris Walker: Exactly. It’s almost like spamming, but in a positive way. To give you an example, I recently bought bestseo.com thinking it would be an easy term to rank for, and when I looked, **James Dooley** had absolutely destroyed that term. It’s almost entirely you across multiple pages. That’s essentially the same approach you’d take when you’re trying to influence knowledge graph understanding. Another big piece is guest posts, but not just the kind people buy purely for SEO value. I mean genuine posts on agency sites where someone actually writes about you. The more of those you can get, the better.

James Dooley: That makes sense. And when people call it “spamming the internet,” it’s not really that. It’s repetition and consistency—making sure the web reflects the same message everywhere. For you, connections like “best SEO speaker” reinforce what you do, and being the founder of Legette strengthens entity connections around your brand. Press releases help too, especially when you’re creating steady noise, and you can always find an angle for a release every few months—new staff, new services, new office, new product, anything that’s real and defensible.

Chris Walker: Exactly. You can get creative and always find an angle.

James Dooley: One reason I wanted Chris Walker on is because clients ask me for things like niche edits, press releases, design assets, or specific placements, and we don’t sell those as a service. They need freelancers. I tested platforms like Fiverr and SEOClerks and eventually found Legette. What I liked was the range of services and the reviews, and seeing providers I recognised. It made it easier to direct people to the right type of service depending on what they need, whether that’s web 2.0s, press releases, guest posts, or additional mentions that support brand presence.

But stepping back, why is strengthening the knowledge graph score important for a brand, whether it’s a personal brand like James Dooley or a business? Why does the knowledge panel itself matter?

Chris Walker: It’s like a clout score or social credit, whatever you want to call it. As a consumer, when I Google something I’m considering buying or investing in, if the company or person has that panel, I take them more seriously. Even though people like us know how it can be influenced, it still matters. It also makes your search traffic more effective. People might search for category terms, but they’re also going to search for the brand name, and that branded search is at least as important, if not more important, because it’s a conversion thing. It can also be an advantage simply because it takes up space that competitors can’t occupy. Knowledge panels are one of the strongest ways to impress in search.

James Dooley: That links closely to the idea of the zero moment of truth, where someone is comparing two options right before they decide. If they’ve got two tabs open and they’re looking at which brand feels stronger and more trustworthy, what shows up in search can be the difference between winning and losing the job. It’s not just about the score itself. It’s long-term branding, controlling what appears, maintaining positive sentiment, and building trust with Google and AI systems. If you’ve got proof points like awards or notable outcomes, those can influence the decision at that final moment.

Chris Walker: That’s a good way to put it. It can be the ultimate tiebreaker. Two businesses can look identical in credentials, pricing, and presentation, but the one with stronger social proof and a better knowledge panel can win. That could be the difference in landing something huge. And it also looks cool. People underestimate how much that matters.

James Dooley: It does. It shows exactly who you are and links to the right profiles, and it reduces entity disambiguation. That’s especially important with common names, because if someone writes “Chris Walker” but means **Chris M. Walker**, you want the markup and context to make sure you get the credit. Otherwise, ambiguity can stop it being confidently attributed to your panel.

Chris Walker: Exactly. My name is common, which is why I use the middle initial. There were Chris Walkers who were already well-known enough that I was never going to get that panel without standing out.

James Dooley: I dealt with the same challenge. I tried going by James Z. Dooley, but there was too much existing noise under James Dooley, so I reverted back, and that made it harder because there are multiple James Dooleys with knowledge panels already. For me, strengthening the knowledge graph score became critical because there’s no point having a panel if someone searches and a different panel appears instead. And people talk about Wikipedia as an end goal, but realistically it takes a long time to line everything up properly before that’s even on the table.

Chris Walker: It does. If you push too hard too soon, you can get deleted. I’ve even seen relatively famous people struggle to get Wikipedia pages.

James Dooley: To wrap up, if someone isn’t sure what they should buy or what sequence they need, do they come to you, or do they go through support?

Chris Walker: They can come to me personally and I’ll tell them what I think, and if I don’t know, I’ll say I don’t know. I’m not going to sell something someone doesn’t need. They can also message support. We have 24/7 human support, which is rare in this industry. They’re not professional SEOs, but they’ve learned enough to guide people, and if something is outside their scope, they’ll escalate it to me or someone else who knows.

James Dooley: And if people want to get hold of you directly, what’s the best route?

Chris Walker: Facebook is good. You can search for **Chris M. Walker** on Facebook and you’ll find me. You can also reach me through Legette because I’m on there as a freelancer, or message support and they’ll get it to me. Or you can find my knowledge panel and reach out that way.

James Dooley: It’s been a pleasure. Thank you.

Chris Walker: Thank you for having me.