What is a knowledge panel?
A knowledge panel is the box of facts Google shows about an entity, such as a person, company, band, book, or landmark. On desktop it sits to the right of the results; on mobile it appears near the top. It typically includes a name, a short description, images, key facts, and links to official profiles.
Knowledge panels come from Google's Knowledge Graph, a database of entities and the relationships between them. You cannot create one directly. Google generates it automatically when it has enough confidence about an entity, and people or organizations represented in a panel can claim it and suggest corrections.
Knowledge panel vs Business Profile
These are often confused:
| Knowledge panel | Business Profile panel | |
|---|---|---|
| Source | Knowledge Graph | Google Business Profile |
| Who creates it | Google, automatically | The business, by creating and verifying a profile |
| Typical subjects | People, brands, organizations, works, places | Businesses with a location or service area |
| Editing | Claim, then suggest changes | Edit directly in the profile |
A local coffee shop usually has a Business Profile panel. A well-known coffee brand may have a knowledge panel, and a brand with shops may have both.
Where the information comes from
Google draws on many sources: its crawl of the web, licensed data, public databases, and the entity's own official website and social profiles. Descriptions are often attributed to a source such as Wikipedia.
What you can influence is consistency and clarity. If your website states clearly who you are, and the same name, logo, description, and profile links appear across reputable sources, Google has an easier time connecting them into one entity.
Helping Google understand your entity
- Add Organization or Person schema to your homepage or about page with your official name, logo, URL, and
sameAslinks to your verified profiles. See Organization and Person. - Keep an about page that states the facts plainly: who you are, what you do, when you started.
- Use the same name and description across your site, social profiles, and directories.
- Earn coverage from independent sources. Mentions on reputable sites carry more weight than anything you say about yourself.
Structured data does not guarantee a panel. It is one input among many.
Claiming and editing
If a knowledge panel about you or your organization already exists, you can request verification from the panel itself in Google Search, then sign in with an account connected to your official presence, such as your website's Search Console or official social profiles. Once verified, you can suggest changes and pick some featured details. Anyone can also use the feedback link on a panel to report incorrect information.
Common questions
How do I get a knowledge panel?
You cannot request one. Google creates it when it has enough reliable information about an entity. Clear structured data, a solid about page, consistent profiles, and independent coverage all help.
Does schema markup create a knowledge panel?
No. Organization or Person schema helps Google connect your website with your entity, but the panel depends on Google's confidence from many sources.
Can I remove a knowledge panel?
Generally no. You can suggest corrections once verified or send feedback, but Google decides whether a panel appears.