What Is a Google Knowledge Panel?

A Google Knowledge Panel is an informational box that shows up on the right-hand side of your search results on Google. It appears for searches related to entities, which can be people, places, organizations, or even things.

Google Knowledge Panel

Google Knowledge Panel: What to Expect

Think of it as a quick summary card about whatever you searched for. It pulls information from Google's Knowledge Graph, which is a massive database that Google uses to understand the connections between different things in the world.

Here's what a Knowledge Panel typically includes:

  • Basic details about the entity you searched for
  • Images
  • Links to relevant webpages
  • Other relevant information, depending on the entity (like filmography for a celebrity, or opening hours for a business)

In short, it's a handy way to get a quick overview of something without having to dig through a bunch of search results.

Here are some additional things to keep in mind about Knowledge Panels:

  • They are automatically generated by Google, so the information might not always be perfect.
  • Businesses can claim and manage their Knowledge Panels through Google Business Profile.
  • You can't directly edit a Knowledge Panel, but you can suggest edits if you see something that's wrong.

Why Your Business Needs a Google Knowledge Panel?

  • Prime Real Estate: A Knowledge Panel gives your business top visibility on Google searches, appearing at the top on mobile and to the right on desktop, making a strong first impression right where potential customers start their search.
  • Increased Visibility: It sets your business apart, pushing competitors down the search results and boosting your visibility, helping more people discover your brand.
  • Improved User Experience: Knowledge Panels present essential business details succinctly, making it easier for potential customers to find what they need quickly, enhancing their likelihood to connect with you.
  • Credibility Boost: Featuring in a Knowledge Panel signals Google’s recognition of your business as a credible entity, increasing trust among potential customers.
  • Optimized for Modern Search: Knowledge Panels are perfectly formatted for mobile and accessible via voice search, aligning with today’s tech-savvy consumer behaviors.

How to Claim Your Google Knowledge Panel?

  1. Search for Yourself or Your Business: Go to Google Search and enter the name of your business.

  2. Look for the Knowledge Panel: If your business has a Knowledge Panel, it will appear on the right side of the search results page on desktop or at the top of the results on mobile.

  3. Claim the Panel (if available): Look for a button that says "Claim this Knowledge Panel" at the bottom of the panel (or in the "About" section on mobile). If you see this button, you can proceed with claiming.

Important Note: Not all businesses or entities qualify for claiming a Knowledge Panel. Google prioritizes claiming for well-established businesses or public figures.

  1. Verify Your Ownership: Once you click "Claim this Knowledge Panel," Google will ask you to sign in with a Google account and then verify your ownership of the business. There are a few ways to do this:
    • Google Search Console: If you have verified your website ownership through Google Search Console, this is the easiest way.
    • Social Media Profiles: You can also verify by signing in to one of the social media profiles associated with your business, such as Facebook, Twitter, or YouTube.
    • Other Verification Methods: In some cases, Google might ask for additional information to verify ownership, such as a government-issued ID or proof of your legal relationship with the business.

Can't Find Your Google Knowledge Panel?

There are a couple of reasons why you might not have found a Google Knowledge Panel for yourself or your business:

  • New Business or Not Well-Established: Google prioritizes established businesses and public figures for Knowledge Panels. If your business is new or hasn't built a strong online presence yet, it might not qualify.

  • Limited Online Presence: Knowledge Panels are built from information Google finds on the web. If your business doesn't have a website, isn't listed in online directories, and isn't active on social media, Google might not have enough information to create a Knowledge Panel.

  • Not Eligible for Claiming: Not all entities qualify for Knowledge Panels. For example, very specific or niche businesses might not warrant one.

Here's what you can do:

  • Build Your Online Presence: This is key! Create a website, get listed in online directories relevant to your industry, and be active on social media. The more information Google can find about you online, the better your chances are of getting a Knowledge Panel.

  • Claim Your Google Business Profile: This is a free tool from Google that allows you to manage your business information on Google Search and Maps. While claiming a profile doesn't guarantee a Knowledge Panel, it does help improve your local SEO and make it more likely that Google recognizes your business as legitimate.

  • Wait and See: As your online presence grows, Google might eventually create a Knowledge Panel for you automatically. There's no need to request one directly.

SEO agency

Create a New Google Knowledge Panel

Unfortunately, you can't directly create a brand new Google Knowledge Panel yourself. Google's Knowledge Panels are automatically generated based on their algorithms and the information they find about an entity on the web.

Here's why you can't directly create one:

  • Focus on Credibility: Google prioritizes established and credible entities for Knowledge Panels. They want to ensure the information displayed is accurate and reliable. A self-created panel wouldn't meet this criteria.
  • Data-Driven Approach: Google builds Knowledge Panels from information they gather through crawling and processing massive amounts of web data. They wouldn't be able to rely solely on information you provide.

However, there are things you can do to increase your chances of getting a Knowledge Panel:

  • Build a Strong Online Presence: This is the most important step. Create a professional website for your brand, get listed in relevant online directories, and be active on social media platforms. The more information Google finds about you online, the stronger your case for a Knowledge Panel.

  • Optimize Your Website: Implement Schema markup on your website. Schema markup is a type of code that helps search engines understand the content on your website. This can make it easier for Google to gather the information they need to create a Knowledge Panel about your brand.

  • Encourage Reviews and Citations: Positive reviews and mentions of your brand from other high-quality websites can boost your credibility and signal to Google that your brand is legitimate.

  • Claim Your Google Business Profile: Even if you don't have a Knowledge Panel yet, claiming your Google Business Profile allows you to manage your business information on Google Search and Maps. It's a free tool and a great way to improve your local SEO.

  • Be Patient: Building a strong online presence takes time and effort. As you implement these strategies, Google might eventually create a Knowledge Panel for you automatically.

Google Knowledge Panels = Google Business Profiles?

No, Google Knowledge Panels and Google Business Profiles are related but distinct features, although they both can appear in search results. Here's a breakdown of the key differences:

Google Knowledge Panel:

  • Automatically generated: Google creates Knowledge Panels based on information it gathers from the web, including trusted websites and user suggestions.
  • Focuses on entities: Knowledge Panels can appear for a variety of entities, including people, places, organizations, and even concepts.
  • Limited control: Businesses can't directly create or edit Knowledge Panels, although they can suggest edits if information is inaccurate.
  • Wider reach: Knowledge Panels can appear in search results globally, regardless of location.

Google Business Profile (formerly Google My Business):

google business profile
  • Managed by businesses: Businesses can claim and manage their Google Business Profile to ensure the information displayed is accurate and up-to-date.
  • Focuses on local businesses: Google Business Profiles are specifically designed for businesses with a physical location or service area.
  • Greater control: Businesses have much more control over the information displayed in their Google Business Profile, including contact details, photos, reviews, and more.
  • Local focus: Google Business Profiles primarily appear in local search results, helping customers find businesses in their area.

Both features help users find information, but Knowledge Panels offer a broader view of various entities, while Google Business Profiles provide a more focused view specifically for local businesses.

Try Faking a Google Knowledge Panel?

It's very difficult and ultimately not recommended to try faking a Google Knowledge Panel. Here's why:

  • Automated Systems: Google's Knowledge Panels are built on automated systems that crawl and process massive amounts of web data. These systems are sophisticated and can identify inconsistencies and suspicious activity.

  • Credibility Matters: Google prioritizes established and credible entities for Knowledge Panels. Fake information wouldn't meet this criteria and could get flagged.

  • Negative Repercussions: If Google detects someone trying to manipulate the system to create a fake Knowledge Panel, it could result in penalties, including harming the website's search ranking or even getting banned from Google altogether.

All About Branding

Earning a Google Knowledge Panel and achieving a strong online presence both boil down to good branding. Here's how branding plays a key role:

  • Visibility and Recognition: A strong brand establishes your presence online. People are more likely to find you and remember you if you have a clear and consistent brand identity across your website, social media, and other online channels. This increases the chances of Google recognizing you as a legitimate entity and potentially creating a Knowledge Panel.

  • Credibility and Trust: Branding is about building trust with your audience. By consistently delivering value, providing high-quality content, and establishing yourself as an expert, you build credibility. Google takes credibility into account when generating Knowledge Panels, so a strong brand reputation can put you ahead.

  • Search Engine Optimization (SEO): Good branding practices often align well with SEO strategies. For example, creating informative content relevant to your target audience will naturally attract traffic and improve your ranking in search results. This can also make you more discoverable by Google's crawlers, increasing your chances of getting noticed for a Knowledge Panel.

  • Overall User Experience: Branding is about creating a positive and memorable experience for anyone who interacts with your brand online. This includes having a user-friendly website, engaging social media content, and positive customer reviews. A well-branded online presence can make a strong impression on both users and search engines like Google.


Both Google Knowledge Panels and Google Business Profiles are valuable tools. The "better" option depends on your specific needs:

  • For established entities: A Knowledge Panel can solidify your brand reputation and provide a comprehensive overview.

  • For local businesses: A Google Business Profile empowers you to connect directly with potential customers and showcase your offerings.

Ideally, you'd want to have both! Having a well-managed Google Business Profile can increase your chances of getting a Knowledge Panel. And, a Knowledge Panel along with a Business Profile creates a strong and informative online presence for your brand.

Google Knowledge Panel:

  • Trustworthiness:

    • Pros: Google curates information from trusted sources like Wikipedia and news outlets.
    • Cons: The information might not be directly controlled by the entity itself, so there's a chance for outdated or inaccurate information.
  • Power:

    • Pros: Appears prominently in search results, often on the right side of the desktop view and at the top of mobile searches.
    • Cons: Limited control over the content displayed.

Google Business Profile:

  • Trustworthiness:

    • Pros: Businesses directly manage the information displayed, so it can be more accurate and up-to-date.
    • Cons: Since businesses control it, there's a potential for manipulation or fake reviews.
  • Power:

    • Pros: Offers a wider range of features specifically designed to attract customers, like showcasing photos, menus, and special offers.
    • Cons: Doesn't have the same prominent placement in search results as a Knowledge Panel.