Google Knowledge Panel: What It Is and How to Claim It

Wondering how some brands get that sleek, informative box on the right side of Google search results? That’s the magic of Google's Knowledge Panel!

For businesses, the Knowledge Panels are like digital billboards on Google that instantly highlight your brand's most important details, like your logo, website, social media links, and more, right at the top of search results. They appear like this: 

Launched in 2021, the Knowledge Panel is intended to help consumers quickly see relevant information about the brand. Specific search engine optimization (SEO) strategies done using SEO tools can help you get your own knowledge panel for your brand. 

They are powerful tools for enhancing visibility, driving engagement, and solidifying the brand reputation that you can track with online reputation management tools.

Below, you’ll find a rundown of why it's important to have your own Knowledge Panel, its various components, and instructions on how to get yours.

Ready to make your brand stand out in search results? We'll show you how!

Why getting a Google Knowledge Panel is important

Google Knowledge Panels are more than just convenient information boxes. They play a crucial role in boosting your online presence. Here’s why they matter:

Instant visibility and credibility

Knowledge Panels offer immediate access to key information about your brand, person, or entity. By displaying your logo, website, social media links, and more, they present a polished, credible image to users searching for you. This builds trust and authority, positioning your brand as a reliable source.

Brand control

As a business, you have the ability to claim and manage your Knowledge Panel. This means you can update and ensure that accurate, up-to-date information is visible to users. It’s a chance to take control of your brand narrative and highlight what matters most to your audience.

Competitive edge

Having a Knowledge Panel can set your brand apart from competitors. When users see your information presented clearly and authoritatively in search results, they are more likely to engage with your business over others without a similar presence. 

Increased click-through rates (CTR)

A well-managed Knowledge Panel can drive more clicks to your website or social media profiles. By offering direct links and a comprehensive overview, you make it easy for users to connect with your brand, leading to higher CTRs and more opportunities for conversions.

Local business benefits

For local businesses, Knowledge Panels serve as a powerful tool to drive local traffic. They display critical details like your address, phone number, hours of operation, and customer reviews—making it easy for local customers to find and contact you directly.

Improved search engine optimization (SEO)

Appearing in a Knowledge Panel can enhance your SEO efforts as it is based on Google's Knowledge Graph, the base from which it retrieves information. Getting a Knowledge Panel means Google has a good understanding of your brand, and this can improve your overall search rankings. Your brand can appear more frequently and prominently in related searches.

What are the different types of Knowledge Panels on Google?

There are several types of Google Knowledge Panels, each tailored to different kinds of entities, like businesses, persons, events, animals, books, films, and things, depending on what is searched. While there are many types, we'll look at the most common ones related to business. 

Branded Google Knowledge Panels

Branded Knowledge Panels show information about large corporations rather than individual business locations. For a large multi-location franchise business, the information displayed might include:

• CEO or Founder
• Date Founded
• Stock Price
• Location of Headquarters
• Number of Locations
• Number of Employees
• Customer Service Number

These branded Knowledge Panels also have links to the corporation’s social media profiles, websites, and a section at the bottom showing similar businesses that people also search for.  Here's a Knowledge Panel displayed for Apple Inc. 

You’re probably wondering how your business can appear on the Knowledge Panel. Google generally only gives branded Knowledge Panels to prominent businesses that have a significant online presence. If your business is big enough to have a Wikipedia page, it probably has a branded Knowledge Panel.

Please note the Knowledge Panel is different from the Business Profile listed by Google, even though they look similar.  Business Profile, like the one below is specific to companies within a designated service area and having one increases the chance of getting a Knowledge Panel. 

Person Knowledge Panels

These are for public figures, celebrities, authors, and professionals. They typically include a photo, bio, notable achievements, social media profiles, and a few other details, along with other relevant details like affiliations, career highlights, or educational background. It varies depending on the person searched.

For example, the Knowledge Panel of Leonardo da Vinci includes his paintings and works.

However, the Knowledge Panel of Taylor Swift includes her latest updates, songs, and platforms to listen to her music.

Product Knowledge Panels

Panels that feature specific products can be beneficial for companies wanting to showcase popular items. They often include images, key specifications, and links for purchasing or learning more. This is useful for businesses in retail or e-commerce, helping drive product discovery right from the search page.

What's the difference between Google Knowledge Panel vs. Google Business Profile?

It’s easy to confuse Google’s Knowledge Panel with a Google Business Profile since both appear in search results, but they are different.

The main difference between a Knowledge Panel and a Google Business Profile is purpose and control. A Knowledge Panel summarizes public information about an entity, like a person, brand, or organization, and is auto-generated by Google. A Google Business Profile is managed by the business owner to display local business details, such as address, hours, and reviews.

Here’s a side-by-side comparison to make the differences clear:

Now that you know how a Knowledge Panel differs from a Business Profile, let’s look at the steps you can take to increase your chances of earning one for your brand.

Where does Google get information for Knowledge Panels?

Google builds Knowledge Panels using a mix of algorithmic data collection and verified contributions. Instead of relying on one source, it layers information from trusted sites, industry partners, and the entities themselves to ensure panels are accurate and regularly updated. Knowing this helps you understand how to get a Knowledge Panel and what signals Google looks for. Here's where Google sources the Knowledge Panel from: 

• Authoritative websites and directories: Core data comes from Wikipedia, Wikidata, official brand websites, and other reputable directories that Google recognizes as reliable.
• Specialized data partners: For industries like music, film, or television, Google works with licensed data providers to surface accurate details (e.g., track listings, cast members).
• Self-authoritative entities: Verified brands, creators, and public figures can suggest edits once they’ve claimed their panels, making them direct contributors to their own data.
• Images from across the web: Featured images on the Knowledge Panel can be selected by verified owners or pulled dynamically from Google Images results across the web.
• User feedback and updates: Knowledge Panels automatically update as the web evolves, but Google also refines them through feedback loops from users and verified entities.

How to get a Knowledge Panel on Google

If your business or personal brand doesn’t yet have a Google Knowledge Panel, don’t worry! There is no single factor that determines whether or not a business gets a Google Knowledge Panel, and Google is notorious for keeping its algorithms secret. However, there are steps you can take to increase your chances of getting one:

1. Establish a strong online presence

As mentioned earlier, Google pulls data from across the web to create Knowledge Panels. To increase your chances of getting one, make sure your brand has a solid online presence. Here are some specific steps you can take:

• Build a credible website with an About page, contact details, and consistent brand identity.
• Maintain active social media profiles (LinkedIn, Twitter/X, YouTube, etc.) with updated bios, logos, and links pointing back to your site.
• List your brand on professional directories and marketplaces like Crunchbase, G2, or industry-specific directories.
• Engage in reputable forums or communities like Quora, Reddit, or niche industry groups where your brand is referenced.

2. Create and optimize your GMB profile

Your business won’t receive a Knowledge Panel until you’ve established your business profile on GMB. So, create your GMB profile. 

• Include accurate information about your business, such as your address, phone number, operating hours, and website URL.
• Add photos, respond to reviews, and regularly update your GMB profile to keep it active.
• Ensure NAP consistency (Name, Address, Phone) across your site, GMB, and directories to avoid conflicting signals.

3. Use structured data or schema markup

Implement structured data on your website to help Google understand your content better. Schema markup tells search engines specific details about your brand, products, services, and more, which can increase the likelihood of generating a Knowledge Panel. Use tools like Google’s Structured Data Markup Helper to get started.

4. Gain coverage on authoritative websites

Appear on trusted websites and directories, such as news sites, industry publications, and professional marketplaces. For example, if you are a software company, you can get your profile listed on G2. This helps Google verify your brand’s credibility and can contribute to triggering a Knowledge Panel. Consistency in brand name, address, and other key details across these sources is essential.

In addition, secure press and media coverage to build authority:

• Pitch guest articles or thought-leadership pieces to respected industry blogs.
• Get featured in niche trade publications relevant to your sector.
• Issue press releases for milestones (like funding, partnerships, or product launches) to increase coverage on credible media outlets.
• Aim for inclusion in interviews, expert roundups, or podcasts where your brand is discussed in detail.

5. Create a Wikipedia page

Since Wikipedia is a highly authoritative source, Google often pulls data from there for Knowledge Panels. So, having a Wikipedia page can significantly boost your chances of getting a Knowledge Panel. However, creating a Wikipedia page requires following strict guidelines. To improve your chances:

• Meet notability standards: Your brand should already have significant coverage in multiple independent, reliable publications. Press releases and self-published content don’t count.
• Focus on verifiability: Every claim on your page needs citations from trusted third-party sources.
• Write neutrally: Wikipedia articles must be factual and balanced, avoiding promotional language.
• Use structured formatting: Include key details like founding date, headquarters, notable products/services, and major milestones, organized in standard Wikipedia article sections.
• Avoid direct authorship: Editing your own brand’s page can lead to rejection or removal. Instead, work with experienced Wikipedia editors or ensure neutral contributors create the page.
• Complement with Wikidata: Ensure your brand has an up-to-date Wikidata entry, as Google often pulls structured data directly from there.

6. Engage on Google products

Being visible on Google’s ecosystem strengthens your brand authority and signals to Google that your brand is credible. For example, verified YouTube channels often have associated Knowledge Panels. Practical ways to leverage Google products include:

• YouTube: Create and maintain a verified YouTube channel with branded visuals, links back to your website, and regular video content. Verified channels often trigger their own Knowledge Panels.
• Google News: If eligible, submit your site to Google News for additional visibility and authoritative mentions.
• Google Scholar (for academics/experts): Publish or link scholarly work if relevant to your field.

7. Consistent and accurate branding

Make sure your branding is consistent across all platforms. Use the same name, logo, and description across your website, social media profiles, and directory listings. Consistency helps Google connect the dots and recognize your brand as an entity.

How to claim and edit your existing Google Knowledge Panel

Once you've laid the groundwork for securing a Knowledge Panel using the steps above, the next step is to claim it and take control of the information displayed. Claiming your Knowledge Panel ensures that your brand's key details are accurate and up-to-date, helping you maintain a polished online presence. 

• Start by searching for your business name or personal brand on Google. If a Knowledge Panel appears on the right side of the search results, you’re ready to claim it.
• Look for the “Claim this knowledge panel” link at the bottom of the panel.
• Clicking this will guide you through the verification process. If this option isn’t available, you may need to establish more authority or link to trusted sources to trigger a panel.
• Sign in using a Google account connected to your business or personal brand. Verification methods may vary; Google may ask for documents, social media accounts, or other proof to confirm your identity or affiliation. 
• Once verified, you can edit certain parts of the panel through Google My Business (GMB) or by suggesting changes. For businesses, this might include updating your address, contact details, website URL, and business hours. For public figures, you can manage your bio, social links, and other relevant details. 
• Regularly review your Knowledge Panel to ensure the information is up-to-date. You can suggest edits through Google My Business or directly from the panel to correct any inaccuracies. 

Note Google doesn’t allow business owners to edit Knowledge Panels directly, but you can submit suggestions so long as you’re the verified owner of the business’ GMB page.

Frequently asked questions (FAQ) on Google Knowledge Panel

1. How do I get my business on Google Knowledge Panel?

You can’t directly create one, but you can improve your chances by building a strong online presence, optimizing your Google Business Profile, using schema markup, gaining coverage on authoritative sites, and ensuring consistent branding across the web.

2. How do I claim my Knowledge Panel?

Search for your business or name on Google, scroll to the Knowledge Panel, and click “Claim this knowledge panel”. Follow Google’s verification process to prove ownership.

3. Is Knowledge Panel the same as Google Business Profile?

No. A Knowledge Panel shows brand- or entity-level details, while a Business Profile highlights local information like address, reviews, and business hours.

4. How long does it take to get a Knowledge Panel?

There’s no fixed timeline. It depends on Google recognizing your brand as an entity through strong online authority, structured data, and mentions on trusted sites.

5. Do you need a Wikipedia page for a Knowledge Panel?

Not always, but it helps. Wikipedia is a highly trusted source, and having a page can significantly increase your chances of triggering a panel.

6. Can you edit a Google Knowledge Panel?

You can’t fully edit it, but if you’ve claimed the panel, you can suggest edits to update details like your website, logo, or social links.

7. Is the Google Knowledge Panel free?

Yes. Google automatically generates panels at no cost to brands, individuals, or businesses.

8. Why don't I have a Knowledge Panel?

You may not have enough online authority yet. Missing schema markup, inconsistent branding, or a lack of authoritative mentions can also be reasons why Google hasn’t generated one.

Nail the panel

While Google doesn’t tell businesses how exactly to earn a Knowledge Panel, you can take the above steps and increase your chances of getting one.

By taking control of your online presence, optimizing key information, and following best practices, you can ensure your brand stands out in search results. Whether you're a local business or a growing enterprise, leveraging Knowledge Panels can be a game-changer. Start building your digital authority today, and let Google do the rest!

Want more tips to improve your brand's online reputation? Read our free guide on brand reputation to discover unique strategies. 

This article was originally published in 2020 and has been updated with new information.