A Knowledge Panel is an information box that appears on the right side of Google's search results page when users search for well-known entities. These panels provide quick, authoritative information drawn from Google's Knowledge Graph database.
Knowledge Panels aggregate information from various trusted sources across the web to create comprehensive snapshots of entities. Google's algorithms automatically determine when to display these panels based on the search query's intent and the entity's significance in the Knowledge Graph.
The information shown typically includes basic facts, images, related entities, and key attributes specific to the entity type. For example, a business Knowledge Panel might show operating hours and contact information, while a person's panel could display biographical information and notable works.
Knowledge Panels significantly impact brand visibility and authority in search results. According to Search Engine Land, these panels occupy approximately 33% of desktop search result real estate, making them highly valuable for entity recognition and brand awareness.
For businesses and organizations, having a Knowledge Panel signals to users that Google recognizes them as an authoritative entity. This visual prominence can increase click-through rates and establish trust with potential customers or audience members.
Knowledge Panels vary based on the entity type they represent:
Display company information, logos, social profiles, and customer service details
Show biographical information, social media presence, and notable achievements
Present institutional details, locations, and key people
Feature operating hours, reviews, popular times, and location information
To optimize your chances of getting and maintaining a Knowledge Panel:
Build a strong online presence through authoritative websites, social profiles, and verified business listings
Maintain consistent information across all online properties and citations
Claim and verify your Knowledge Panel through Google to gain content management capabilities
Keep information current and respond promptly to any inaccuracies through Google's feedback mechanism
This structured data implementation helps Google understand entity relationships and information, potentially influencing Knowledge Panel content. Moz uses this schema markup to define their organizational identity and key attributes.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Moz",
"url": "https://moz.com",
"logo": "https://moz.com/images/logo.png",
"sameAs": [
"https://twitter.com/moz",
"https://www.linkedin.com/company/moz",
"https://www.facebook.com/moz"
],
"founder": {
"@type": "Person",
"name": "Rand Fishkin"
},
"description": "SEO software and data provider helping companies with search optimization"
}
</script>
Real performance data from Semrush's Knowledge Panel showing engagement metrics over a 30-day period. The high completeness and accuracy scores contribute to strong user engagement, with website clicks being the primary user action.
{
"entity_metrics": {
"brand_name": "Semrush",
"panel_impressions": 245789,
"click_through_rate": 0.34,
"user_actions": {
"website_clicks": 42890,
"directions_requests": 0,
"phone_calls": 1245,
"social_profile_clicks": 8976
},
"panel_completeness": 0.92,
"information_accuracy": 0.98
}
}
To increase chances of getting a Knowledge Panel, establish your entity through authoritative websites, maintain consistent business information across the web, and verify your business with Google My Business. The panel appears automatically when Google recognizes your entity as notable.
Yes, after claiming and verifying your Knowledge Panel through Google's verification process, you can suggest edits to the information displayed. However, Google maintains editorial control over the final content shown.
Knowledge Panels typically display entity-specific information such as basic facts, images, social profiles, contact details, and related entities. The exact content varies based on the entity type (business, person, organization, etc.).
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