What Is a Google Knowledge Panel and How To Get One

A Google knowledge panel is a webpage that shows text snippets about the search. It’s made to provide quick answers and information without any distractions, so you can focus on what matters most; your website or business.

A “knowledge panel” is a feature that Google has started to offer on their search engine. This feature allows users to get more information about the topic they are searching for. Read more in detail here: how to get a knowledge panel on google.

Have you ever seen a movie and immediately googled an actor’s name to learn more about them? Do you notice a panel on the right-hand side of the SERP with a brief biography of the performer, as well as extra links and resources? That’s a knowledge panel you’re looking at. 

In this article, I’ll explain what knowledge panels are, what they do, why they’re important, and how you can obtain one. Let’s get this party started:

Google considers the information in a knowledge panel to be true. An algorithm establishes this fact. The algorithm takes GoogleBot’s data, cross-references it with reliable sources, and derives facts to display in SERPs (Search Engine Results Page).

Knowledge panels are simple to notice on a desktop. They’re on the right side (called the right rail), and they have a small’share’ icon that indicates that they’re a knowledge panel.


Please keep in mind that Google My Business boxes are not knowledge panels. They are business listings that, like Yellow Pages, contain information provided by the business itself (in good faith). The Google Map in the top area might help you find them.


A word of caution:

Occasionally, we encounter hybrid findings that combine the two. Google is attempting to merge them, but that will have to wait until 2022 or later.

Google will display a knowledge panel when it has fully grasped a fact, is extremely confident in that grasp, and feels the it will be useful to the user in the context of the search they conducted (read on for more on that).

In their patent, Google said it like this: (thanks to Bill Slawski for this article).

Users’ search experiences may be improved by using knowledge panels, particularly for inquiries related to learning, browsing, or discovery. 

A small aside: I refer to ‘entities’ throughout the following. Simply described, an entity is a distinguishable ‘thing,’ such as a person, a structure, a product, or a business.

A knowledge panel may appear if Google detects an entity in a user search query. 

Google’s confidence that it has accurately identified the facts about the item, the likelihood that the user search query corresponds to a particular entity, and whether the algorithm considers a knowledge panel to be beneficial to the user are the three key elements at play.

That’s why we frequently see this with searches for obvious entities like movie stars, films, or musical artists: they’re easy for Google to recognize in the query. The likelihood of the user referring to that entity is high, and a factual result is beneficial to Google’s user. 

Google describes four common use scenarios in its patent. And after you’ve read them, you’ll understand why they’re becoming more popular in Brand SERPs (read more about that here).

  1. Provide users with basic factual information about a specific entity referenced in a search query from multiple sources.
  2. Assist visitors in traveling to several web sites that have connected information (aka links in the knowledge panel to other search results). 
  3. Provide material that would otherwise require the user to visit a number of different search results and websites. 
  4. Assist users in obtaining information more quickly than if they had to visit all of the related sites individually.

This knowledge panel illustrates those four points in great detail.


What Is the Origin of Knowledge Panels?

When Google’s algorithm believes it has ‘comprehended’ a fact and believes the knowledge would be useful to the user, it displays a Knowledge Panel. 

As previously stated, the data it displays is derived from a variety of sources. The most well-known examples are Wikipedia and Wikidata. Crunchbase, LinkedIn, Facebook, Zoominfo, WordLift, and a slew of other services are among them.

The data Google collects is sorted and categorised, and if it is believed to be correct, it is placed in Google’s Knowledge Graph. Knowledge panels for businesses are mostly driven by Google’s Knowledge Graph. 

As Google users, we’ve come to anticipate a knowledge panel when doing a brand search. If there isn’t one, the brand may look less trustworthy.  

When someone searches your brand name, Google must provide a knowledge panel that appropriately portrays your organization. 

Your audience is defined as anyone who searches for your exact brand name. They might be a bottom-of-the-funnel user, a customer, a business partner, or a future employee… In a nutshell, the people who are most important to your company. 

Google must have a thorough grasp of your organization (or, in reality, any entity: brand, service, product, person…) and appropriately portray the facts. 

You want Google to provide content that is accurate and good for your users and audience. You don’t want to take any chances with it.

It’s a three-step process to create a knowledge panel. 

Step 1: Locate the entity’s residence.

Determine what I refer to as the ‘entity home.’ This is the page on which the entity’resides’ in Google’s head. The go-to resource for corporate information. 

It may be any page as long as it is only about the business. Entity homes should never be pages that cover numerous entities.

You get to choose which page Google considers the entity home if you execute steps two and three. 

You want that page to be on your site, where you have complete control over the information, rather than on a site you don’t have complete control over, like Wikipedia, or a site you only have partial control over, like Twitter or LinkedIn. It’s better if it’s on your own site, according to Google. 

Top Tip No. 1: Rather than having the entity’s home on the homepage, it’s best to have it on a separate ‘about’ page. That’s because you want to maintain the homepage appealing to users, and as you’ll see in step two, this may contradict with that. 

Top Tip No.2 — If you don’t have control over an entity’s home, your knowledge panel will always be flaky, prone to errors, and likely to vanish (see below).

Step 2: Outline the facts

Declare the information you want Google to know in the form of a short description with numerous parts (one for each component) and useful, factual, and clear titles for each section on the entity home page. 

To transmit the same information in Google’s ‘native language,’ use Organization Schema.org markup. It’s just repeating what you say on the website in a way that Google can understand. More information may be found here.

Step 3: Confirmation

Step two’s schema.org markup should include connections to authoritative sources about your organization that Google is likely to trust.

All you have to do now is find them and, to the best of your ability, fix all of the facts and information on those sites so that they back up what you state on the entity’s main page. Have the same (or a very similar) description on each one if at all feasible. 

‘But that’s duplicate content, and duplicate content is bad,’ is a common objection. 

In this case, the polar opposite is true. The importance of consistency cannot be overstated. The more times the computer encounters the same information from trusted sources, the more certain it is that it is correct. 

Even better, if every source connects back to the entity home, you’ll be able to build an endless cycle of self-confirming data with the site you control (the entity home) and the location it returns to every time.


That’s all there is to it!

Surprisingly, the answer is a resounding ‘no.’ A knowledge panel will almost probably appear if your firm has a Wikipedia page. However, there are some issues: 

  1. In general, the procedure is sluggish and time-consuming.
  2. Because not all businesses ‘deserve’ to be included on Wikipedia, and many are turned down, time spent there is often wasted. 
  3. You’re on shaky footing if you succeed to get that page on Wikipedia and your plan is entirely Wikipedia-based. The knowledge panel will almost probably vanish if the Wiki administrators remove the page during the first year.
  4. You’re entrusting your company’s facts to a third-party site you don’t control, and if the information is incorrect, you’ll have a problem. For additional information, listen to my podcast.
  5. If you have a Wikipedia article, Google will utilize the first phrase as the description on your knowledge panel. It is very visible to your audience and is presented as reliable information; the dangers are obvious. Google will use a description from another site it trusts if there isn’t a Wikipedia page.

It has copied my author profile from Search Engine Journal, which I can edit.


Don’t depend on Wikipedia or Wikidata for information. They’re not enough to form a robust knowledge panel on their own, and each has its own set of hazards. Having an article or item removed from Google’s index sends a highly negative signal. 

Without using either Wiki, I was able to create well over 100 knowledge panels. They’re sturdy, steady, and (most importantly) I have excellent control over them.

The timeframe is unpredictably variable. Within a few days of publishing a Wikipedia article, a few weeks of creating a well-constructed Wikidata item, and a few months without either Wiki. 

If you utilize Wiki, you must not use it as a “one-trick pony,” leaving yourself vulnerable to the faceless Wiki editors and administrators.

A solid knowledge panel gathers information from a variety of sources (see the Google patent mentioned above) and has a large number of corroborating sources. 

You want a knowledge panel that is reliable, won’t vanish unexpectedly (see below), and will progressively populate with the data you provide Google.

The key is to not put all of your eggs in one (or even two or three) baskets. The more validation of the information you offer on the entity home that Google sees, the better. This is also your only chance of having any control over the data it displays.

Carry out a Google search! 

You can also use Webinomy to monitor your brand name by including it into your keyword tracking campaign. 

Several — “Brand,” “about Brand,” “what is Brand,” and “Brand evaluations” — are four things I keep track of for every customer. If you’re a global brand, you should do this in each of your major markets. 

A quick tip: Use Webinomy’s Keyword Magic Tool to accomplish this. You may also manually input these four keywords if you’re just typing them. Here’s a step-by-step guide to assist you:

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As you can see in the picture above, Keyword Manager allows you to add keywords to keyword groups and track a variety of data, however SERP Features will be the most valuable for your knowledge panel. 

You may also add these keywords to Position Tracking, which will provide you with more detailed information about the keywords that are relevant to you.

The list of sites that rank may then be downloaded and saved in a spreadsheet. Isolate the pages that are only about the firm and include information about the employees. 

Perform the same technique on your rivals and look at their backlink profile using Webinomy’s Backlink Gap or Backlink Analytics to see spots where you may add more corroborative sources.

I understand that the procedure outlined above is time-consuming and confusing. 

For my customers, I developed an automated method (with 500+ knowledge panel trials) that I have now offered as a SaaS platform (Kalicube Pro). 

It compiles a list of corroborating sources for you, sorts them into categories, and prioritizes them. It also analyzes your progress and highlights missed possibilities in your business, resulting in a strong, accurate, and relevant information panel for your brand.

Do some keyword research.

utilizing the Magic Keyword Tool

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There are two possibilities. 

Option 1: The entity home is recognized by Google.

If you are the recognized owner of the domain (property) in Search Console and Google has recognized the entity home (as shown by the globe symbol on the knowledge panel), you may log in to Search Console and claim the knowledge panel by clicking “claim this knowledge panel.” 


There is a new option available (as of early 2021). Google recently added Twitter and YouTube as additional ways to claim your knowledge panel, and these options are sometimes (but not always) available.


Note that if Google hasn’t detected the entity home, the Search Console option isn’t accessible. When there is no entity home, I have never seen the social channel choice; it looks that the two go hand in hand.

Important: Take a time to consider it. Because of this mechanism, someone else might claim your knowledge panel if Google gets the entity home incorrect. The entity’s home becomes even more significant (as if it wasn’t essential enough before!)

Option 2: The entity home or social channels are not recognized by Google.

Things get much more problematic if there is no ‘globe symbol’ or social icons. 

You must establish both your identity and why your connection with the entity (business, person, etc.) should provide you access to their knowledge panel. 

You’ll need to follow a set of instructions. Your government-issued ID, a selfie with your ID, confirmation of your legal tie to the business, and logged-in screenshots of recognized social profiles are all required. 

After then, a person at Google reviews everything and either accepts or rejects the application. 


The first reason is because the Knowledge Graph has been updated.

When Google changes the Knowledge Graph (learn more here), the material it accepts as fact shifts, causing knowledge panels to shift as well. 

If your object does not have enough corroboration, these frequent modifications to the Knowledge Graph may be harmful. Google will destroy a huge amount of Knowledge Graph articles and knowledge panels with each upgrade. 

We keep track of these changes at Kalicube, and you can view the most recent ones here.


Reason 2: The entity’s home has been lost.

Whether or whether Google has formally identified the entity home by displaying the globe symbol in the knowledge panel, it does have a ‘foundation’ source that it uses as a ‘crutch’ (Wikipedia, Twitter, LinkedIn, or your website are all candidates here).

Even between the significant upgrades indicated above, if it loses that reference for whatever reason, it will often just remove the knowledge panel. 

If Google relied on your Wikipedia article or Wikidata item, for example, and it was removed, you’d lose access to the knowledge panel. Alternatively, if your ‘About Us’ page vanishes. For example, suppose Google was dependent on your Twitter account and you decided to delete it.

Human involvement is the third reason.

When knowledge panels are claimed, it seems that Google personnel will sometimes erase them. So far, I’ve uncovered three reasons: the Google employee thinks it’s untruthful, a duplicate, or spam. For me, the final reason sticks out. The knowledge panels were triggered by what I term ‘knowledge panel spam,’ which is a rather prevalent thread in knowledge panels that vanish when they are claimed. 

Paid pseudo-Wikis, self-created fandom sites, and mass press releases are all instances of knowledge panel spam to avoid. There are several more, but the general guideline is that “if you pay for it and it’s fast and simple, it’s definitely spam.”

Having a knowledge panel for your firm is a’must’ from a variety of angles:

  1. When people search for your brand name and see your Brand SERP, they think you’re cool.
  2. You might show up in entity-based SERP elements like carousels, entity boxes, and People Also Search For (perhaps on branded searches conducted by your rivals).
  3. A knowledge panel indicates that Google recognizes who you are and what you do. As a result, you won’t be left behind in an entity-based search world (read more about this from Dave Davies here).

If you execute everything properly and completely, the labor you put in to earn your knowledge panel will pay off handsomely:

  1. Across all channels, you deliver a consistent brand image to your audience.
  2. Because you’ll be adding them to all of these reputable sites, you’ll gain high-quality, relevant inbound links to your site.
  3. You have to raise Google’s opinion of your E-A-T credentials (more on that here).
  4. You can see a summary of your online reputation (you can extend the spreadsheet exercise mentioned in this article to create an ORM report).

Do some keyword research.

utilizing the Magic Keyword Tool

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A “google knowledge panel not showing” is a problem that has been present for a while. Google released a fix to fix the issue, but if you still have problems, try these steps.

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