Knowledge Panel

A knowledge panel is an information box that Google shows in search results about a well-known entity, such as a person, organisation, place or creative work. It summarises key facts, images and links, drawn mainly from Google’s Knowledge Graph, and appears automatically rather than being created by the subject.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

What a knowledge panel shows

On desktop, knowledge panels usually appear on the right side of the results. On mobile, they often appear near the top. Depending on the entity, a panel may include:

  • A name, short description and image.
  • A summary, often drawn from a source such as Wikipedia.
  • Key facts such as founding date, headquarters, founders or date of birth.
  • Links to the official website and social profiles.
  • Related entities, such as people also searched for.

Google generates these automatically from its Knowledge Graph. You cannot pay for one or create one directly.

Knowledge panel vs Business Profile

The two are easy to confuse because they look similar. A Google Business Profile is a listing that a local business creates and manages itself, showing hours, reviews, photos and a map. A knowledge panel is generated by Google for notable entities, whether or not they have a physical location. A large brand may have both: a knowledge panel for the company and Business Profiles for individual branches.

How to claim and update a knowledge panel

  1. Search for the person or organisation and find the panel.
  2. Click the option to claim it, often shown as "Claim this knowledge panel".
  3. Verify your identity by signing in to an official account linked to the entity, such as a website verified in Search Console, a YouTube channel or other official profiles.
  4. Once verified, suggest changes to facts or the featured image. Google reviews suggestions and may not accept every change.

Anyone can also use the feedback link on a panel to report incorrect information, but verified representatives tend to have more influence.

How to improve your chances of getting one

There is no guaranteed method, as Google decides which entities are notable and well documented enough. Steps that help Google understand your brand entity include:

  • Structured data: add Organization or Person schema markup with your name, logo and sameAs links to official profiles.
  • A clear About page: state who you are, what you do and key facts plainly.
  • Consistent profiles: use the same name, description and details across social media, directories and industry sites.
  • Independent coverage: earn mentions in reputable news, trade and reference sources, for example through digital PR.
  • Reference databases: where you genuinely meet their criteria, entries in sources like Wikidata can help. See Wikidata and Wikipedia SEO.

Why knowledge panels matter

A knowledge panel gives your brand prominent space on branded searches, adds credibility and helps searchers find your official site and profiles. The same entity understanding also helps AI systems describe you accurately, reducing the risk of mix-ups with similarly named people or companies.

Key Takeaways

  • A knowledge panel is an information box Google generates about notable entities.
  • It draws mainly on the Knowledge Graph and cannot be bought or created directly.
  • It differs from a Google Business Profile, which local businesses manage themselves.
  • Verified representatives can claim a panel and suggest changes.
  • Structured data, consistent profiles and independent coverage improve your chances.

Related Terms

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