Knowledge panel

What is a knowledge panel?

A knowledge panel is an information box that appears prominently on Google's search results page when you search for entities (people, places, organizations, things) that Google recognizes. These panels compile key facts about the entity directly in the search results, allowing users to get important information without clicking through to websites. Knowledge panels typically include images, a brief description, key facts, and related links or actions relevant to the entity.

How do knowledge panels work?

Knowledge panels are powered by Google's Knowledge Graph, a vast database of interconnected facts about people, places, and things. When you search for a recognized entity, Google pulls relevant information from its Knowledge Graph to create the panel. The Knowledge Graph draws data from various trusted sources across the web, including Wikipedia, official business listings, verified social profiles, and other authoritative databases. Google's algorithms determine which information is most relevant and trustworthy to display in the panel, creating a snapshot of essential information about the entity.

Why are knowledge panels important for businesses?

For businesses, knowledge panels serve as powerful digital storefronts that establish credibility and enhance visibility. They provide immediate brand recognition and legitimacy since Google only generates panels for entities it recognizes as notable. Knowledge panels influence first impressions by showcasing official information directly in search results, potentially affecting how users perceive your brand before visiting your website. They also improve user experience by making critical business information (hours, location, contact details) instantly accessible. Additionally, knowledge panels can drive engagement through direct action buttons for calling, getting directions, or booking appointments.

How can you influence or claim a knowledge panel?

While you can't directly create a knowledge panel, you can claim an existing one through Google's verification process. Start by searching for your entity on Google to see if a knowledge panel appears. If it does, look for the "Claim this knowledge panel" or "Manage this knowledge panel" link. You'll need to verify ownership through an official website or social profile associated with the entity. Once verified, you can suggest edits to information, update images, and provide additional details. For entities without panels, focus on establishing online authority through consistent information across trusted websites, maintaining active verified social profiles, and ensuring your entity has notable coverage from independent sources.

What's the difference between knowledge panels and featured snippets?

Knowledge panels and featured snippets serve different purposes in search results. Knowledge panels focus on entities (specific people, places, organizations) and draw information from Google's Knowledge Graph to create comprehensive information boxes about those specific entities. They appear to the right or top of search results on desktop and prominently at the top on mobile. Featured snippets, however, focus on answering specific questions by extracting content directly from web pages. They appear at the top of search results in a box format and always cite their source website. While knowledge panels represent Google's understanding of entities, featured snippets represent Google's attempt to directly answer search queries using content from the web.