A knowledge panel is an information box that appears on the right side of Google search results (or at the top on mobile) for recognized entities such as businesses, people, places, organizations, and concepts. Knowledge panels are generated automatically from Google's Knowledge Graph, a massive database of factual information gathered from authoritative sources across the web, including Wikipedia, official websites, and structured data.

Types of Knowledge Panels

  • Brand/Business panels: Display logo, description, social profiles, and key facts for companies
  • Person panels: Show biographical information for notable individuals
  • Local business panels: Include address, hours, reviews, photos, and a map
  • Topic panels: Provide overviews for broad topics, often linked to Wikipedia
Key point: Knowledge panels are algorithmically generated and cannot be directly created or purchased. However, you can influence them by claiming your panel, maintaining consistent information across authoritative sources, and implementing proper structured data on your website.
What is a Knowledge Panel? KP What Info box on right side of Google results Source Google Knowledge Graph and trusted sources Content Name, image, description, key facts Claim Verify ownership via Google Business Optimize Use structured data and Wikipedia

How to Get a Knowledge Panel

  • Establish entity recognition: Be mentioned consistently across authoritative sources
  • Wikipedia presence: Having a Wikipedia article significantly increases knowledge panel likelihood
  • Structured data: Implement Organization or Person schema on your official website
  • Google Business Profile: Claim and fully optimize your business listing
  • Claim your panel: Verified entities can suggest edits to their knowledge panel

Why It Matters for SEO

Knowledge panels represent Google's understanding of your brand as an entity. Having a knowledge panel significantly increases brand visibility and trust in search results. It also feeds into Google's entity-based understanding of the web, which increasingly influences how content is ranked and surfaced in both traditional and AI-powered search results.