Knowledge panel

A knowledge panel is the box Google displays, usually on the right side of desktop results or at the top on mobile, when someone searches for a recognized entity: a brand, a person, a place, a product. It summarizes facts the Knowledge Graph holds about the entity, name, description, logo, founding date, social links, and more, and it is a strong trust and brand signal because Google only shows it for entities it confidently recognizes.

Having a knowledge panel for your brand query does several things. It controls more of the first screen for your brand, pushing competitors and aggregators down. It signals to users and to AI engines that you are an established, recognized entity. And it is a checkpoint for entity health: if the panel shows wrong information, that wrong information is what the Knowledge Graph believes, which can propagate into AI answers.

You earn a panel by becoming a recognized entity, the same work as entity-building generally: a Wikipedia or Wikidata presence, consistent structured data and sameAs links, and corroborated facts across authoritative sources. Once a panel exists, you can claim it (with verification) to suggest corrections and add some details. Many strong brands, and notably our primary competitor, lack a knowledge panel, which is a measurable gap in their entity recognition. We include knowledge-panel and entity presence in the brand and local audit.