Knowledge Panel.

A Knowledge Panel is a SERP feature drawn from Google's Knowledge Graph that appears on the right side of desktop results (and at the top of mobile results) when a query targets a specific entity—a brand, person, place, product, or organisation. It typically includes a description, key facts, images, social links, and related entity connections.

Why Knowledge Panels Matter

A Knowledge Panel signals that Google has established your entity in its Knowledge Graph—a significant trust and authority signal. Brands with Knowledge Panels tend to have stronger SERP presence for branded queries, more accurate representation in AI-generated answers, and greater authority signals for E-E-A-T evaluation. For local businesses, Knowledge Panels derived from Google Business Profiles are crucial for local search visibility.

Claiming and Improving Your Knowledge Panel

Knowledge Panels can be claimed by verified entities via the 'Claim this Knowledge Panel' option. To improve accuracy and completeness: ensure consistent information across Wikipedia, Wikidata, official social profiles, and authoritative third-party sources; implement Organisation or Person structured data; earn media coverage from high-authority publications; and report incorrect information through the panel's feedback mechanism.