Knowledge panel
What is a knowledge panel?
A knowledge panel is an information box that Google shows in search results for a known entity, such as a person, company, place, film or book. On desktop it usually sits to the right of the results; on mobile, near the top. It summarises key facts, such as a description, logo and social profiles, drawn from Google’s Knowledge Graph.
Google generates knowledge panels automatically from many sources across the web. You cannot create one, but an individual or organisation that is the subject of a panel can claim it by verifying with Google, then suggest changes. Panels for local businesses are different: they come from Google Business Profile and are managed there.
Why knowledge panel matters for SEO
A knowledge panel is a sign that Google understands your brand as an entity. It gives branded searches a trustworthy, prominent summary, and the facts in it often feed the way AI assistants describe you.
Wrong or outdated information in a panel can mislead customers, so it is worth claiming yours and keeping the sources it draws on accurate.
How to get a knowledge panel
- Publish a clear About page that states who you are, what you do and where, consistently.
- Add Organization (or Person) structured data to your homepage with your logo, official name and sameAs links to your official profiles.
- Keep your name and details consistent across official profiles, directories and reputable sources such as Wikipedia or Wikidata where you genuinely qualify.
- If a panel appears, sign in with an account linked to your official site or profiles, select “Claim this knowledge panel” and follow the verification steps.
- Once verified, use “Suggest edits” to correct facts.
Knowledge panel example
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Example Ltd",
"url": "https://www.example.com/",
"logo": "https://www.example.com/logo.png",
"sameAs": [
"https://www.linkedin.com/company/example",
"https://github.com/example"
]
}
</script>Knowledge panel FAQ
Can I create a Google knowledge panel?
No. Google creates panels automatically when it has enough reliable information about an entity. You can make that more likely with consistent information and structured data, and claim the panel once it appears.
How do I edit my knowledge panel?
Claim it through Google’s verification process, then use Suggest edits. Anyone can send feedback, but verified owners’ suggestions carry more weight.
Related SEO terms
The Knowledge Graph is Google’s database of entities and the facts and relationships between them, used to power knowledge panels and answers.
An entity is a distinct, identifiable thing, such as a person, place, organisation or product, that search engines and AI models recognise.
SERP features are the results on Google’s results page that are not plain blue links, such as AI Overviews, featured snippets, local packs and videos.
Google Business Profile is Google’s free listing for local businesses, shown in Maps and the local pack with hours, reviews, photos and directions.
Schema markup is structured data that uses the schema.org vocabulary to describe things on a page, such as products, articles and businesses.
Branded keywords are searches that include a brand or product name, such as "notion templates" or "tesla model 3 range".