A knowledge panel is a box of facts that Google shows in search results for well-known entities, such as companies, people, places and products. On desktop it usually appears to the right of the results; on mobile it appears near the top. The information comes from Google's Knowledge Graph, which draws on many sources across the web. Entities can claim their panel to suggest changes, but Google decides what appears.
What appears in a panel
Content varies by entity type. For a company it might include the following.
- Logo and name
- Short description, often from Wikipedia
- Founding date, founders, headquarters
- Official website and social profiles
- Related searches and similar companies
How to influence it
You cannot buy or create a knowledge panel. Google generates it when it is confident about an entity. You can make that more likely by keeping facts consistent across your site, your structured data (such as Organization markup with sameAs links), your social profiles, and authoritative sources like Wikidata and press coverage.
Once a panel exists, an authorized representative can get verified through Google's process and then suggest edits. Google reviews suggestions and may or may not apply them.
Not the same as a Business Profile
A knowledge panel for a company is different from a Google Business Profile, which covers local businesses with a physical location or service area. A local business can show a Business Profile panel managed directly by the owner, while a brand knowledge panel draws on the Knowledge Graph.
Example
Fixing an outdated founder name
Hypothetical startup Brightquarry's knowledge panel still lists a co-founder who left years ago. The team updates its About page and Organization structured data, corrects its Wikidata entry with a cited source, gets the panel verified, and submits a suggested edit pointing to the updated sources.
Common mistakes
Paying services that promise a panel
No one can guarantee a knowledge panel. Focus on consistent facts and genuine coverage.
Questions
Google may not yet have enough consistent information to be confident about the entity. Consistent structured data, profiles and third-party coverage help.
