If it isn’t already, the Google knowledge panel should be an important part of your online presence and marketing strategy. We’re here to tell you why that is, and how to get the most from this feature.
In this post you’ll find:
Table of Contents
What is a Google knowledge panel?
The knowledge panel is the official name for the information panel that dominates the right hand side of the screen of Google’s search results. They appear for companies and for individuals. As Google says, “They are meant to help you get a quick snapshot of information on a topic based on Google’s understanding of available content on the web.”
Company Examples
Individual Examples
Why are Google knowledge panels important?
First and foremost, they are prominently displayed on search engine results pages (SERPs) and there is only ever one of them displayed at a time. Anything that gives you more real estate on Google’s first page is valuable.
In the case of knowledge panels, they are eye-catching and loudly proclaim that a company or individual is:
- Directly associated with the keyword used to search
- Important
- Worth knowing
- Helpful
Secondly, Google knowledge panels give potential clients immediate access to basic facts about your company, as well as quick links to official websites and social profiles.
Greater awareness + greater interest = greater brand growth.
Thirdly, they are important because they tell you what information on the internet has led Google to believe is true about an individual or company. Is the founder’s name accurate? The type of business? The general description?
If yes, great.
If not, it’s time to take a deep look at the content you share and the content shared about you and see where the disconnect lies. Then you can build a strategy that will address the problem and keep your online presence consistent, authentic, and up-to-date.
Does the knowledge panel always appear as a search result?
Usually, yes. You might also see this “See results about”:
After selecting one of the options, you’ll see the corresponding knowledge panel:
How does Google create knowledge panels?
To answer this question, we must begin by looking at the Knowledge Graph. The Knowledge Graph is Google’s database of billions of facts about pretty much everything on the planet.
The knowledge panel takes information from the Knowledge Graph about a certain topic and displays it in one information box.
Now the facts within the Knowledge Graph come from a variety of sources. This includes public sources: most commonly, information is pulled from Wikipedia, however, it can also be pulled from LinkedIn, Forbes, Crunchbase, or other sites.
It also includes licensed sources, which are used for data such as sports scores, stock prices, and weather forecasts. Finally, it includes information from content owners.
To make it as easy as possible for Google to understand the information about you and correctly build a knowledge panel, you should always optimize the structured data on your website and make sure you have public social media accounts.
For a knowledge panel for a CEO or Founder, in addition to having a personal Wikipedia page for that person, it can help to have information on the company’s Wikipedia page, as well as a standalone bio with structured data on the company website.
If it’s my company’s knowledge panel, am I in control?
The answer is sort of yes, and sort of no. You see, because Google pulls information from around the internet to populate the panel, you do have some measure of control because you have some control over what information is appearing on those sites.
So, if you don’t like the company blurb that is appearing in the knowledge panel, see where it’s from, and then determine if you can edit the source.
You can also leave Google Feedback (see the bottom right of the panel), and let the search engine know that something is wrong. This is what Google means by “information from content owners.”
You have to be patient here though. It can take quite a while for Google to take action.
How do you get a Google knowledge panel?
Getting a Google knowledge panel isn’t as simple as filling out a form. It’s a long game, one where you focus on creating the factual content that will be used by the Knowledge Graph to generate the knowledge panel.
The key is an Entity Home, readability, and consistency.
- Entity Home: this is the web page recognized by Google as the most authoritative source for factual information about any given brand, company, person, product, or thing. It is used as a reference for all other knowledge sources. Ideally, your Entity Home should be the About page on your website. Messaging here should be clear and concise.
- Readability: use schema (structured data) on your website so that content exists in a language that Google easily understands.
- Consistency: feed Google the same message over and over on the sites that are in your control. You want to corroborate and confirm the information on your Entity Home.
Some sites to target for consistency include but are not limited to:
- Wikipedia
- X
- YouTube
- Crunchbase
- Forbes
- Gartner
- Bloomberg
- Amazon
- Spotify
- Apple Podcasts
- IMDB
- Glassdoor
- Goodreads
- Google Books
Where it makes sense, link from each external site back to your Entity Home. This helps Google understand how the information on every site is related to you.
As the Knowledge Graph assimilates data points, a knowledge panel appears.
What if I share a name with another person or entity?
The more common your name or entity name the harder it will be to get a knowledge panel. This is because Google isn’t sure who people are actually looking for when they search for the name.
Generally in this situation, Google will either show:
– The knowledge panel for the most popular individual/company
In this instance, your ability to get a knowledge panel will depend on the popularity of the other individual/company. For example, let’s say your name is Michael Jordan. You are unlikely to build an internet presence that will lead to your knowledge panel appearing instead of the knowledge panel for the famous basketball player with whom you share a name. One workaround would be to use a different version of your name. If you were Michael Elliot Jordan, you could use that, or Michael E. Jordan, on your Entity Home and all other content sites. This will help Google differentiate.
Another option, if you do become equally as famous, or if the other individual is less famous, you might be able to get Google to learn enough about you that it presents searchers with options, as we discuss next.
– A “See results about” box will appear with multiple options
As long as one of these options is you, and searchers know enough about you to be able to distinguish between the choices, you are all good. If you/your entity is given as an option, but the description under the name is inaccurate, you will have to focus on creating content that will help show Google the error of its ways.
- Google will not provide a knowledge panel if the intent behind the searches is too disparate
In this situation, all you can do is keep moving forward with your Entity Home and consistent, reliable content. Eventually, as the Knowledge Graph assimilates new information, you may see a knowledge panel appear.
Are knowledge panels always accurate?
No, knowledge panels are not always accurate. Common inaccuracies include incorrect:
- Names
- Logos
- Founders
- Images
How does this happen? It usually comes down to one or more of three scenarios.
First, it’s possible for the Knowledge Graph to find inaccurate information. If that inaccuracy is repeated multiple times from multiple sources, it is more likely that the Knowledge Graph will believe it’s accurate, and will use it to generate the knowledge panel. This is why it’s so crucial to pursue consistency in everything you share about your company or an individual.
While this situation can be irksome, it typically isn’t the end of the world. It’s rare that damaging lies are repeated so often that knowledge panels are inherently harmful for a company.
There might be something inaccurate – perhaps the spelling of a founder’s name – but the damage control needed is usually light.
Second, as we discussed above, the Knowledge Graph might confuse two entities or individuals. In this scenario, for example, the knowledge panel might show your business name, but the logo of the other entity; or, it might show the name of your parent company rather than your brand name.
This is usually a much more frustrating scenario than the first as it impacts brand awareness.
Third, someone intentionally manipulates the system and causes big problems for your company.
One of our clients had a malicious user claim the company’s panel. This person then added a slanderous website to the panel in place of the company’s actual website. It took a long time to work with Google to straighten the problem out. In the meantime, that false website was right there, front and center, every time someone searched for the company.
This is one reason why it is critical to claim your knowledge panel and put yourself in a position of authority in Google’s eyes.
Potential reasons for knowledge panel problems
It all comes down to the information being fed to the Knowledge Graph. If that information is unclear, inaccurate, or heavily skewed towards a more prominent individual/entity the knowledge panel will reflect that.
There will also be problems if there are a lack of authoritative sources for a particular topic. Authoritative sources include reputable news sites and journals, as well as those sites that you, the owner of the brand, can influence/edit/create. To give you an idea, here is a non-exhaustive list:
- Wikipedia (edited with the support of other Wikipedians)
- X
- YouTube
- Crunchbase
- Forbes
- Gartner
- Bloomberg
- Amazon
- Spotify
- Apple Podcasts
- IMDB
- Glassdoor
- Goodreads
- Google Books
- The Wall Street Journal
- The New York Times
- The Washington Post
- Chicago Tribune
- USA Today
- Nature
- The New England Journal of Medicine
- Science
Potential solutions for knowledge panel problems
Here are the tactics we recommend trying. Know that you can always ask an expert for help if you don’t have the time or the understanding to troubleshoot issues yourself.
- Claim your Google knowledge panel. Then, from this position of authority, provide feedback on whichever element is wrong and tell Google what should be displayed instead. This will take time, but does work.
- Review all your social profiles and your Entity Home and be sure that the information there is accurate and consistent. Make any changes needed.
- Review your Wikipedia page and Wikidata and be sure those sources display accurate information. Request changes if needed.
- Build out your coverage in sites with high domain authority (examples listed above).
The strategy here is to give the internet – and therefore the Knowledge Graph – many consistent data points that tell your story the way it should be told.
How to claim your Google knowledge panel
1. Choose the right person
You have to use a GSuite account to claim the knowledge panel. We recommend using a generic account, something like info@ or support@, because you don’t want to be locked out if someone uses a personal account and then leaves your company.
If you are claiming a knowledge panel for a company, we recommend using:
- Social Media Managers
- Web Managers
- IT
- CEO/Founder
If you are claiming a knowledge panel for an individual, use:
- The individual
- Social Media Managers
- Administrator that has access to e-mail and social profiles
2. Gather your resources
There are a few pieces you’ll want to have in place before jumping into the claim.
- First, you must have edit access to 2-5 official profiles for the company or person you are trying to claim. These can be social profiles, a website, or listings. You must provide screenshots showing that you are logged into these profiles. The profiles should appear on the same search results page as the knowledge panel.
- Secondly, you must have the ability to upload a document that verifies a business association: a certificate of incorporation with your name on it; a partnership agreement with your name on it; an employment agreement with your name on it; or, a social media partnership agreement with your name on it.
- Thirdly, have a selfie of you holding a government issued ID.
3. Go to Google and search for the person or company you want to claim
Click on “claim knowledge panel,” which will be at the very bottom of the displayed panel.
4. On the screen that appears, click “Get Verified”
To verify that you own the knowledge panel, you’ll have to sign into an official site/profile associated with the panel. Usually, this will be one of the following:
- Google Search Console
- YouTube
If Search Console is your only option and you haven’t already claimed Search Console, you’ll need to do that now. This requires you to have account edit access in Google Analytics. Before proceeding, double check that no one else has already claimed Console. Sometimes someone from the web development team or the SEO team will have done so.
5. Fill out the form
Once you’ve verified that you represent the company or person displayed in the knowledge panel, a form will appear. To fill out the form you will need the resources we referenced in step 2:
- Edit access to 2-5 official profiles
- If claiming a business, you will also need a document that verifies a business association
- A selfie of you holding a government issued ID
6. Submit
Be patient. It can take 2-4 weeks for Google to review your claim and either verify or reject it. If you haven’t heard anything in 4 weeks, you might need to reach out to support or re-try the process.
How to edit your Google knowledge panel
Once verified as an authorized representative of your business/brand, you’ll see Suggest edits at the top of your claimed knowledge panel whenever you’re signed into the account you used to make the claim.
Click on it and then click the information that you want to change. In the response box that opens, share what you want changed, why the change should be made, and, if relevant, any publicly accessible URLs that support you.
Click send.
Frequently asked questions about how to edit certain fields in the knowledge panel
Can I add a new field like “Founding Member Organizations”?
Maybe. You can sometimes encourage Google to pull in new information from another source like Wikipedia, but it can be tricky to get an entirely custom field.
Can I change the short description directly under my company’s name? (For example, Water.org is identified as a nonprofit.)
This field isn’t likely to be changed through the usual feedback process. However, you can influence it by the information you add to other sources, like Wikipedia.
Can I remove the “People also search for” list?
Unfortunately, no. We know this is generally a list of your competitors, but focus instead on how to influence the parts of the panel that you can change, and, in general, how to claim as much real estate on Google as possible (for example, through a Wikipedia page).
If I’ve claimed my panel, does that give me more authority to request changes?
Yes! Any requests you make come from a position of authority. Google is more likely to make the changes and to make them more quickly.
Do I want my social profiles included in the knowledge panel?
Including social profiles in your knowledge panel is a great way to get them in front of your target audience.
If your profiles aren’t currently in your panel, you can request they be added after you claim it. All you need to do is click feedback – general feedback – other. It will help if you can give Google the URLs of the social profiles.
You should also make sure that all your profiles have the same main name as your business and knowledge panel.
For example, if the panel and your main website say “Do Good Inc.,” your social profiles should also say that, rather than saying “Do Good” or “Do Good Incorporated.” This helps Google match the profiles to your company.
Can a Google knowledge panel disappear?
Yes, Google knowledge panels can disappear. This can happen for a number of reasons, including:
1. You lose your Entity Home (Google thinks you no longer exist)
What if your Entity Home is a Wikipedia page, and that Wikipedia page is deleted?
What if it’s your YouTube page, and you close your account?
There goes Google’s authoritative source on you. If Google loses this reference, it may delete your knowledge panel.
This is another reason that the best Entity Home is an About page on your website. This is very unlikely to be accidentally or purposefully deleted.
2. Google is confused by the information found about you
If Google is reading vastly different accounts of you across multiple sites, it might delete your knowledge panel because it no longer has confidence that it understands the data points that make up you.
3. Google employees decide your knowledge panel is duplicate or spam
If your knowledge panel is a duplicate, easy enough to see why it would be deleted. No harm to you. But what does it mean if it’s spam?
Spam knowledge panels are created by practices that do not comply with Google’s guidelines. This is anything that is done to trick the Knowledge Graph and includes creating fake Wikipedia pages, self-creating other fan sites, or creating mass press releases.
If this is something you’ve done, Google might discover the spam during an update, or it might be noticed by an employee. Either way, you can say goodbye to your knowledge panel.
You will also face an uphill battle to get a knowledge panel in the future.
How do I get my Google knowledge panel back?
The same way you supported the creation of a knowledge panel: an Entity Home, consistency, and readability.
If your Entity Home was deleted and it was on your website, bring it back. If it was deleted and was on another site, it’s time for a new strategy. Create an About page on your site and establish it as your Entity Home.
Look at other sites that will allow a profile page. Do those sites have the same language and the same messaging? If not, edit them where you can.
Finally, focus on generating more coverage with the messaging you’ve approved.
Be patient. It will take time, but as the Knowledge Graph assimilates information and grows in confidence, a knowledge panel will emerge.
(Now, if you committed Knowledge Panel Spam, this process will take much longer as you will be considered a fraud risk.)
Track keywords that trigger your Google knowledge panel
It’s a good SEO practice to track the keywords that trigger your Google knowledge panel as a search result. You want all your branded keywords to trigger your knowledge panel. If they don’t, part of your SEO strategy will be to see how you can change that.
You can track keywords by using an SEO tool. We like Moz.
When using Moz for this purpose, follow these directions.
1. Select Moz Pro and then Keyword Lists (under Keyword Research).
2. Create or upload a new list, or select an existing list
3. After selecting a list, look at SERP Features and find the icon for knowledge panels
4. Scroll down, and filter SERP feature to only show keywords that trigger a knowledge panel
5. View results. Google each of the keywords and see which knowledge panel appears as a search result. Remember, each keyword will only trigger one knowledge panel. If one of your branded keywords is on the list and is triggering a different knowledge panel, it’s time to get to work.
Is the knowledge panel the same thing as Google Business Profile (formerly Google My Business)?
Nope, these two are separate. Google Business Profile will show up for local audiences, while the knowledge panel will appear no matter where the searcher is based. If you aren’t sure which is showing up, look for reviews under the name. If reviews are there, that’s your Business Profile. If not, it’s your knowledge panel.
We also recommend a Google Business Profile for SEO if you are a location based business!
Questions?
That wraps us up. You now have what you need to claim and edit your knowledge panel, and take over your slice of Google. If you have more questions about the knowledge panel, SEO, Wikipedia, or anything related to marketing, we are always ready to help.
The Mather Group LLC is a digital marketing agency. We specialize in enhancing online reputations through authentic content and expert digital brand management. Clients trust us with Wikipedia services, SEO, PPC, and ORM. Don’t like how you’re showing up online? Let’s talk.
