Content Marketing
Knowledge Panel
Last updated
What is Knowledge Panel?
A knowledge panel is an information box that appears on the right side of Google's desktop search results (and at the top of mobile results) when a user searches for an entity such as a person, organization, place, or thing. The panel is populated from Google's Knowledge Graph and displays key facts, images, social profiles, and related entities.
Knowledge panels can be claimed by the entity they represent, allowing businesses and public figures to suggest edits and add official information. For brands, appearing in a knowledge panel signals strong entity recognition by Google, which is closely tied to brand authority and E-E-A-T signals.
Why it matters for SEO
A knowledge panel is a visible mark of entity establishment — Google considers the subject significant enough to have its own structured data entry in the Knowledge Graph. For businesses, this directly supports brand credibility, local SEO prominence, and entity-based ranking signals that are increasingly central to how Google understands the web.
Example
Searching the name of a mid-sized software company shows a panel with its logo, founding year, headquarters, CEO and social profiles. The company made that more likely by publishing consistent Organization schema with sameAs links to its LinkedIn and X profiles, keeping its Wikidata entry accurate, and then claiming the panel through Google's verification flow to suggest corrections.
Go further with Knowledge Panel
Put the theory to work
LazySEO researches keywords, writes SEO articles and publishes them to your site on a schedule.