What is a Google knowledge panel
Also known as: Google knowledge panel, Knowledge Graph
A knowledge panel is the information box Google shows when someone searches for an entity in the Knowledge Graph, Google's database of facts about people, places, organizations and things. It is generated automatically from various sources across the web, and Google does not create or delete panels on request. The subject of a panel can claim it and suggest corrections.
A consultant searches her own name and finds a panel with an old photo and a job title she left three years ago, taken from an outdated interview.
She verifies her identity with her Google Account, claims the panel and suggests correcting the title, with public links supporting the new information. Google reviews feedback from verified users within a few days and replies by email.
Where the information comes from
According to Google, the panel is generated automatically from various sources across the web. For some topics, such as movies and music, Google works with partners who provide authoritative data, and for others it licenses data, such as sports scores, stock prices and weather forecasts.
Part of the content may come from verified entities themselves, who suggest edits. Images come either from whoever claimed the panel and picked a featured photo, or from an automatic Google Images preview.
Knowledge panel and Business Profile
They look alike on screen, but the path is different. For a store, clinic or office, what works is creating and maintaining a Business Profile. A knowledge panel cannot be created: it appears when Google has enough information.
| For whom | Who controls it | |
|---|---|---|
| Knowledge panel | People, organizations, works and places | Generated by Google; the entity claims it and suggests edits |
| Google Business Profile | Businesses with an address or service area | Created and edited by the business itself |
How to improve the chance of getting a panel
Google says panels are created automatically when there is enough information available on the open web. There is no form to request one. What a business can do is make that information available and consistent:
- Organization structured data on the site, with name, logo and official profiles.
- The same name, description and details across all official profiles.
- Information about the company or person published in independent sources, not only on its own site.
How to claim and correct it
- Sign in to your Google Account, search for the name and use the option to claim the panel, which requires identity verification.
- Once verified, suggest each correction separately and include public links that support it.
- If the panel has no image, Google will not add one on request; it only replaces an existing image.
- Title changes are only considered with strong evidence that the system chose poorly.
- People who do not represent the entity can use the feedback link on the panel itself.
When the panel disappears
Google's systems decide when, where and how to show a panel, based on relevance to each search. A panel that used to appear can stop appearing, and Google states this is not something it influences manually. Removal requests on legal grounds have their own form.
Frequently asked questions
What is a knowledge panel?
The information box Google shows when you search for a person, organization, place or thing in the Knowledge Graph, Google's database of facts.
Can I pay to get a knowledge panel?
No. Panels are generated automatically, and Google's policy is not to create or delete panels manually.
How do I claim a knowledge panel?
Search for the name while signed in to your Google Account and use the claim option, which requires identity verification. After that, you can suggest corrections.
How is it different from a Business Profile?
A Business Profile is created and edited by the local business itself. A knowledge panel is generated by Google and can only be claimed and corrected.
Why did my knowledge panel disappear?
Because its display is decided automatically, based on relevance to each search. Google says it does not intervene manually.
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Rodrigo Fávaro
Founder of ROO3, a marketing and technology agency in São José do Rio Preto, Brazil. Builds AI products running in production (Tobia, gerar.app, Pense Mercado) and maintains the AI Benchmark, a public ranking of AI models.
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