Google Knowledge Panel

The Google Knowledge Panel is an information box that appears in search results — usually on the right on desktop and at the top on mobile. It contains concise, organised facts about a specific entity: a person, company, brand, product, organisation, place or event, giving the user key information without having to click through to a website.

What the Knowledge Panel is built on

The panel is generated automatically from the Knowledge Graph — Google's vast knowledge base that links entities through relationships and facts. The data is drawn from many sources, including:

• public knowledge bases such as Wikipedia and Wikidata;
• official websites and social media profiles;
• structured data (schema.org) implemented on a site;
• business profiles and other verified industry sources.

Depending on the type of entity, the panel may display a logo, description, address, opening hours, contact details, links to social profiles, and even related people or products.

Practical application

For a brand, appearing in the knowledge panel is a strong signal of credibility and recognition — it builds trust, occupies a prominent spot in the search results, and reinforces brand image. Many users treat the panel's information as official and authoritative.

You cannot, however, order or buy a knowledge panel. What you can do is improve the odds of earning one by keeping data consistent across the web, implementing structured data, building a presence in credible sources, and — once a brand is already recognisable — verifying the panel and submitting corrections directly to Google. These are activities at the crossroads of SEO and building a brand's topical authority.