SEO Glossary

Knowledge Panel

Definition

A Knowledge Panel is the information box that appears on the right side of Google search results displaying key facts about an entity — a brand, person, place, or organisation — pulled from Google's Knowledge Graph.

When a user searches for a well-known entity (a company, public figure, landmark, or product), Google often shows a Knowledge Panel alongside the organic results. It typically includes the entity's name, description, logo or image, key facts (founding date, headquarters, CEO), and links to official social profiles and website.

Why Knowledge Panels matter:

  • They occupy prominent screen real estate and immediately establish credibility
  • They influence how AI systems describe your brand — incorrect panel data often appears in AI-generated answers
  • Claiming and managing your panel lets you correct inaccurate information and add authoritative details

How to earn a Knowledge Panel:

  • Ensure your brand or person has a Wikipedia article or a strong Wikidata presence
  • Use Organization or Person JSON-LD on your website with a sameAs link to the Wikipedia/Wikidata entry
  • Maintain consistent entity information across authoritative sources (Google Business Profile, Crunchbase, LinkedIn)
  • Build topical authority and earn mentions from credible publications

Claiming your panel: Once a panel exists, the official brand or person can verify ownership via Google Search and suggest edits to the displayed information.

auto_stories
Pillar Guide GEO & AI Visibility — Complete Guide
arrow_forward