Knowledge panel
Entity information panel for some brands and topics.
What a knowledge panel is
A knowledge panel is the information box Google shows for some entities, such as well-known organisations, people, places and things, usually on the right on desktop or near the top on mobile. It draws on sources Google trusts. Google's knowledge panel help explains how people and organisations can claim and suggest changes to their panel.
What it looks like
A regional charity with a long history sees a knowledge panel with an outdated logo and founding date. It claims the panel through Google's verification process, suggests corrections and makes sure its website's about page and organisation structured data show the correct details.
What it means for your clicks
Most local businesses see a Business Profile panel rather than a knowledge panel. They look similar but are managed differently. A knowledge panel is more common for larger organisations, public figures and brands with a broad online presence. Consistent, accurate information across your website and trusted sources helps Google understand who you are.
Panels can also show information you didn't provide, drawn from other sources. That makes it worth keeping your website's about page, social profiles and directory listings consistent.
How to see if you appear in a knowledge panel
Search your organisation's name. If you see a panel with a "Claim this knowledge panel" option, it's a knowledge panel. If it shows your hours, reviews and an option to manage it, it's a Business Profile. Check the information is accurate and use the right route to correct it.
Wrong assumptions
- Confusing knowledge panels with Business Profiles.
- Paying services that promise to "create" a knowledge panel.
- Having inconsistent details about your business across the web.
- Ignoring errors, which customers see too.
Related search results terms
- Branded search: Queries that include your brand name.
- Google Business Profile: Google's free business listing used in Maps and local pack results.
- Schema (structured data): Standardised markup that clarifies entities for search engines.
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