Knowledge panel

A knowledge panel is Google’s entity box on the right on desktop, or the top on mobile. It appears when Google is confident a single entity matches the search.

It is built from the Knowledge Graph. As of 2026, Google draws from sources such as Wikipedia, Wikidata, your official site, and Google Business Profile for local businesses. Facts like name, logo, founders and social profiles help Google connect the dots.

You cannot buy a panel. You get one when your company exists as an entity across trusted sources with consistent facts. That means the same name, logo and founding details everywhere, plus Organization structured data on your site.

Panels help on branded search. They take space and can show your logo, founder, social links and website. For a local shop, your Google Business Profile can power a local panel with reviews and opening hours.

• Search your exact brand name in a logged-out window. Try variants like “yourproduct” and “yourproduct ltd”. Check desktop and mobile.
• If you see a box with your name, logo and a link to your site, that is your panel. A map with reviews is a local panel.
• Track branded searches in Search Console. In Performance, filter queries for your brand and product names. Watch impressions and clicks over the last 28 days.
• Note changes after edits. When you add structured data or fix Wikipedia or Wikidata entries, record the date. Look for panel appearance and shifts in branded click-through rate.

1. 1

   Publish a clear about page

   Add an /about page with your full legal name, one-line description, founding year, founders, HQ, and links to official social profiles.

2. 2

   Add Organization structured data

   On your homepage and /about, mark up name, url, logo, sameAs, founder and foundingDate. Validate it with a structured data checker.

3. 3

   Make facts consistent across the web

   Match your name, logo and description on your site, social profiles, app stores and any directory you control.

4. 4

   Create or improve a neutral third-party entry

   If eligible, ensure a Wikidata item exists and is sourced. Do not promote. Provide verifiable references. Only pursue Wikipedia if you meet notability.

5. 5

   Set up Google Business Profile if local

   For a physical location, create or claim your profile. Match name, address and phone to your site. Pick the right category.

A fixed page looks like yourproduct.com/about with Organization markup, a clean logo file, founder names that match Wikidata, and identical social links in footer and schema.

1. 1

   Find your panel

   Search your brand. In the panel, look for a “Claim this knowledge panel” link. Local panels are claimed through Google Business Profile.

2. 2

   Verify your relationship

   Follow Google’s flow. You may verify using your official site, Search Console verification, or brand social accounts.

3. 3

   Suggest edits

   After claiming, use “Suggest an edit”. Cite evidence on your site or trusted sources. Changes are not guaranteed.

You cannot force fields to appear. Align your site and sources so Google has confidence. Update your site facts before you suggest edits.

• Ipsos KnowledgePanel is a market research panel and is unrelated to Google’s knowledge panels. Its member login pages often rank for “knowledge panel”.
• Same-name entities compete. If another company shares your name, add a disambiguating term on your site and profiles, for example “Acme Analytics” not “Acme”.
• Wikipedia is not a shortcut. Promotional pages get removed. Build neutral, sourced coverage first.
• Edits are suggestions. Google may reject them. Strengthen evidence on your site and consistent third-party profiles.
• Logos and social links must match across site, schema and profiles, or the panel may show the wrong ones.