Knowledge Panel
The information box Google displays on the right side of search results for entities (people, businesses, organisations). Built from structured data, Wikipedia, and Google's Knowledge Graph.
Why It Matters
A Knowledge Panel is Google's way of saying "I understand what this entity is." It appears for branded searches and entity queries, displaying key information directly in search results. For businesses, it can show your logo, description, social profiles, reviews, and key facts.
Having a Knowledge Panel increases trust and takes up significant SERP real estate. It signals to searchers that your brand is established and recognised by Google.
In Practice
You can't directly request a Knowledge Panel, but you can increase your chances. Build a strong entity presence: consistent information across your website, Google Business Profile, Wikipedia (if notable enough), Wikidata, and social media profiles.
Use Organization schema markup on your site with your logo, name, social profiles, and contact information. This gives Google structured data to work with.
If you have a Knowledge Panel, you can claim it through Google's verification process and suggest edits to keep information accurate.
Common Mistakes
Assuming you control the knowledge panel, or trying to game it with fake entities. You can influence it - structured data, consistent NAP, a verified profile - but Google decides what it shows. Keep your facts consistent everywhere and let it settle.
Sources & Further Reading
Where to verify this yourself - Google's own documentation, industry reporting, and how we apply it at Underdog. Don't take our word for it; check the source.
Related Terms
Glossary
Schema Markup
Structured data that helps search engines understand your content and enables rich results.
Glossary
Google Business Profile (GBP)
Your business listing on Google Maps and local search - essential for local visibility.
Glossary
SERP (Search Engine Results Page)
The page Google shows after a search - the competitive landscape you're fighting in.
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