What is it called when Google devotes a sidebar to your business for a search term?

It is called rich results, more specifically it is “logo”

It is part of structured data, you can find the documentation at Explore the search gallery | Search for Developers | Google Developers

You can increase the chance to get it by providing the data required by Google.

But, if you already has Google My Business, it will mostly showed up from the Google My Business.

So, you can make it to increase the chance to get it.

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