A Knowledge Panel is a highlighted information box that appears in Google’s search results, usually on the right-hand side (desktop) or top (mobile). It contains structured data about a specific entity such as a person, business, brand, location, or topic. The aim is to provide searchers with verified and essential facts at a glance – often without needing to click on additional links.
The data shown in a Knowledge Panel comes from multiple sources. Google’s Knowledge Graph is the primary one, but the system also pulls from Wikidata, Wikipedia, business directories, structured data on official websites (e.g., JSON-LD markup), and public profiles like Google Business or social media accounts.
You cannot apply for a Knowledge Panel directly. Instead, Google generates it automatically when it determines that an entity is sufficiently notable and verifiable across multiple trustworthy sources. To increase the chance of getting one, an entity should ensure:
- Presence in Wikidata or Wikipedia
- Use of structured data like Organization, Person, or LocalBusiness schemas
- Citations from high-authority websites
- Consistent branding across directories and social channels
- A verified Google Business profile
Once a Knowledge Panel appears, eligible individuals or organizations can request to claim it using the “Claim this knowledge panel” link. Verification typically happens via the Google Search Console. Although you cannot edit it freely after claiming, you can suggest edits and influence updates.
From an SEO and branding perspective, a Knowledge Panel boosts visibility, increases trust, and significantly enhances click-through rates for branded search queries.