Knowledge panel
A knowledge panel is the box of facts Google shows beside its results for a well-known company, person or thing.
A knowledge panel is the box of facts Google shows next to its search results when it recognizes a company, person, place or thing. For a business, it usually shows the logo, a short description, the website, social profiles and key facts like when it was founded.
Google builds it from its Knowledge Graph, its store of facts about entities, which draws on sources such as Wikipedia, Wikidata, the business's own site and its Google Business Profile.
Why it matters in AI search
Having a knowledge panel is a sign that Google is confident your brand is a distinct entity. That confidence tends to carry into AI answers: a platform that knows clearly who you are is less likely to confuse you with someone else or leave you out.
What the panel says is also worth checking. If it shows an old description or the wrong founding year, the same mistake can turn up in AI answers that draw on the same sources.
How to get one, or fix one
You can't create a knowledge panel directly. Google decides when to show one. What you can do is make your brand easy to recognize:
- Keep your name, description and links the same across your site and your profiles
- Add Organization structured data to your homepage
- Claim and complete your Google Business Profile if you have a physical location
- Get described on the reference sites Google reads
Once a panel appears, you can claim it through Google and suggest corrections.
For example, a software company with no panel might add Organization markup with its logo and profiles, and fix an outdated Wikidata entry. Those are the facts Google draws on when it decides to show a panel.