Skip to main content

Knowledge Panel

Term: Knowledge Panel
Definition: A Knowledge Panel is a box displayed by Google on the search engine results page (SERP) that provides high-level information about a search query, often in response to a query about a known entity such as a brand, person, place, or thing.
Alternative Names: Google Knowledge Panel


Expanded explanation: The information displayed in a Knowledge Panel is often pulled from a variety of sources, including Google’s own data and other trusted third-party websites. These panels can include a wide range of information, such as images, key facts, links to social media profiles, and related searches.

Benefits or importance:

  • Visibility: Appearing in a Knowledge Panel can significantly increase the visibility of an entity on the SERP.
  • Credibility: Being featured in a Knowledge Panel can enhance the credibility of an entity, as Google is essentially vouching for the relevance and authenticity of the information.
  • Brand Management: For businesses and individuals, Knowledge Panels allow for better control and representation of their brand on Google.

Common misconceptions or pitfalls:

  • Control: A common misconception is that one can directly control what appears in a Knowledge Panel. In reality, while you can suggest edits or claim a Knowledge Panel, Google has final say over the information displayed.
  • Availability: Not all entities will have a Knowledge Panel, and it’s not something that can be requested or purchased. Google’s algorithms decide when and where to display these panels.

Use cases: Knowledge Panels are commonly seen in searches for well-known entities. For example, a search for a popular brand, famous person, landmark, or even certain concepts or events might generate a Knowledge Panel.

Real-world examples:

  • When searching for “Apple Inc.” on Google, a Knowledge Panel appears on the right-hand side of the SERP, showing the logo, stock price, brief history, and other related information about the company.
  • A search for “London” would generate a Knowledge Panel including images, a map, brief description, and details about population, mayor, and other related facts.

Best practices or tips:

  • Keep the information about your entity up-to-date on your website and on any platforms used by Google as sources, such as Google My Business and Wikipedia.
  • If a Knowledge Panel for your brand or personal identity exists, verify ownership with Google to suggest edits and provide direct feedback.
  • Implement structured data markup on your website to provide Google with clear and accurate information.

Limitations or considerations: While Knowledge Panels can enhance visibility and credibility, they are generated and controlled by Google’s algorithms. Consequently, information may not always be 100% accurate or representative, and panels may not be generated for less well-known or new entities.

Comparisons: Knowledge Panels can be compared to other SERP features like Featured Snippets or Local Pack. While all these features enhance visibility on the SERP, they serve different purposes and display different types of information.

Historical context or development: Knowledge Panels were introduced by Google in 2012 as part of the Knowledge Graph initiative, with the aim to provide quick, accurate answers to user queries right on the SERP.

Resources for further learning:

Related services:

  • SEO strategy and consulting – Develop a comprehensive SEO strategy that optimises for SERP features like the Knowledge Panel
  • Website design and development – Build a website with structured data to facilitate better understanding by search engines
  • Online reputation management – Manage your brand’s online presence and reputation, including information appearing in Knowledge Panels

Related terms: Knowledge Graph, SERP (Search Engine Results Page), Structured Data, SEO (Search Engine Optimisation), Google My Business, Schema Markup