The Google Knowledge Panel is an information box that appears on the right side of search results.
It provides a snapshot of facts about what Google recognises as an “entity” – Person, place, organisation, or topic.
The Google Knowledge Panel is powered by the Google Knowledge Graph.
It includes key information, images, links and other relevant details to help users learn more.
Not all Google Knowledge Panels list the same details.
It depends on the type of entity and the information that Google has collected in their Knowledge Graph.
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What Will I Learn?
The Knowledge Panel is located on the right-hand side of Google’s search engine results pages on desktop.
Here is an example when you Google Eiffel Tower:
On mobile devices, the Google Knowledge Panel is displayed at the top of the search results like the example below of Albert Einstein:
Google Knowledge Panels only appear when you search for well-known entities, delivering essential information at a glance.
The Knowledge Panel is considered a SERP feature.
No, not everyone can have a Google Knowledge Panel.
You must be a person, place, or organisation with clear, identifiable information and a significant online presence.
Popular topics can also trigger a Knowledge Panel.
Entities that typically have Knowledge Panels include:
Here’s how it works:
Google needs to verify information about each entity through multiple sources.
These sources can include social media profiles, publicly available information, Wikipedia, licensed data and user feedback.
All that data is stored in Google’s index.
Once Google has enough information about an entity and categorises it, it adds it to its Knowledge Graph.
Google’s algorithms determine the eligibility of a Knowledge Panel based on relevance and the availability of information in their Knowledge Graph.
Follow these steps to get a Google Knowledge Panel:
To get a Google Knowledge Panel, you first must be recognised by Google as an entity and added to the Google Knowledge Graph.
How do you do that?
Short answer:
Build a robust online presence with accurate and consistent information.
Google needs to recognise you as a notable public figure, so you must have an online presence like any other public figure.
The same applies to your business or organisation.
That means being featured in:
And any other relevant online publications.
This helps Google recognise and categorise you as a real entity. It also adds a lot of authority and makes you stand out like an actual public figure.
Build links from niche, relevant, authoritative websites in your industry.
The key here is building backlinks from high authority (domain rating) and high-quality (recognised) websites. Google already trusts these types of websites.
The algorithm views an inbound link from these sites as an endorsement, which can help enhance your credibility in Google’s eyes.
High-quality backlinks signal to Google that you are a trustworthy entity that people know. This increases the chances of you getting a Knowledge Panel.
A Wikipedia page can significantly boost your chances of getting a Knowledge Panel.
Why?
Because Google gets most of their Knowledge Graph data from Wikipedia.
If you are on Wikipedia, there is a high chance you will pick up a Knowledge Panel in Google’s organic search results.
Make sure the page is comprehensive and well-cited with reliable sources.
Update it regularly to keep the information current and accurate. It’s not easy to get listed on Wikipedia.
Make sure you follow Wikipedia’s guidelines and create a page that matches the platform.
Run a local business with a physical address?
Create a Google Business Profile and optimise it.
Google uses data from Google Business Profiles to enrich their Knowledge Graph data about businesses and organisations.
Fill out all relevant details comprehensively:
Here is the important part:
Ensure that every detail on your Google Business Profile is exactly the same as your website and any other places your business is mentioned online.
Remember when I said that Google uses multiple sources to verify details?
They want to see consistency amongst your online profiles and reputation.
Don’t forget to enhance your Google Business Profile with posts, photos and videos. Encourage clients and customers to leave 5-star reviews to boost the profile’s visibility and reputation.
Your website’s About page should clearly outline who you are and what you do.
Include detailed information about your history, mission and other key achievements. Ensure this page is well-written and easy to navigate.
Most SEOs believe that Google uses your About page to understand more about you and your business.
It makes sense, right?
This is where credible businesses and people list key information about themselves.
Don’t have an About page?
Now’s the time to create one.
Implement schema markup on your website to help Google better understand your content.
Use relevant structured data types such as:
Think of structured data like a highlighter. It simply shows Google the key facts about you and your business as an entity.
This makes it easier for search engines to index your site accurately and can improve your chances of getting a Knowledge Panel.
I use the Rank Math plugin to add structured data to my site for free.
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