Short answer: A knowledge panel is the information box Google shows for a person, place or organization it knows from its Knowledge Graph. Google builds it automatically from across the web. If one exists for you, you can claim it and suggest changes; a local business manages a Business Profile instead.
What a knowledge panel is
Knowledge panels appear on Google when someone searches for an entity in the Knowledge Graph. They give a quick snapshot based on Google’s understanding of the content available on the web.
Their facts come from sources across the web, and in some cases from data partners. Some may also come from verified entities that suggested changes to their own panel. Panels update as information on the web changes.
| Knowledge panel | Business Profile | |
|---|---|---|
| Who it is for | People, places, organizations and things in the Knowledge Graph | Businesses that serve customers at a location or in a service area |
| How it starts | Google generates it automatically | You create or claim it |
| Where its facts come from | Sources across the web, data partners and verified entities | The business that manages it |
| How to change it | Claim it, then send suggestions through Feedback | Edit it in your Business Profile |
From Google’s Knowledge Panel Help, read November 4, 2026.
How to claim a knowledge panel
Search Google for yourself or the entity you represent and find the panel. At the bottom, click Claim this knowledge panel. You might also find this option in the About section. Review the information, then sign in to one of the official sites or profiles Google lists, such as YouTube, Search Console, Twitter or Facebook.
Not every panel can be claimed yet, so Google suggests checking now and then for the claim button. Once verified, you can add other people as authorized representatives.
Help Google understand your organization
Organization markup on your home page can help Google understand your organization and tell it apart from others. Some properties can shape what Search shows, such as the logo in results and in your knowledge panel.
No property is required, and Google recommends adding as many as apply: your name, logo, address, phone and the profiles that belong to you. Our structured data guide covers how markup works, and our local business schema guide covers the version for businesses with a location.
How to manage your presence on Google
- If you serve customers at a location or in an area, create or claim your Business Profile.
- Add Organization markup to your home page with your name, logo, address and phone.
- List the profiles that belong to you in the sameAs property.
- Search Google for your name and look for a knowledge panel.
- If there is one, click Claim this knowledge panel and sign in to an official profile.
- Suggest a change for each wrong fact, with links to pages that prove it.
- Keep your website and profiles up to date, since panels update as the web changes.
Our Business Profile verification guide covers the steps to verify a local business.
How our own business shows up for Google
On November 4, 2026 we read the Organization markup on our own home pages, in English and in Spanish. Both carry the same block: our name, logo, a Miami address, phone number, opening hours, a short description, the year we were founded and our two founders. Its sameAs list links 11 profiles that belong to us, from LinkedIn, Facebook and YouTube to Clutch, DesignRush and Yelp.
As a business that serves customers from Miami, our presence on Google Search and Maps is our verified Business Profile, which Google lists as the option for local businesses.
Before you work on your panel
- You know whether you need a Business Profile or a knowledge panel.
- Your home page carries Organization markup.
- The markup lists your logo, address and phone.
- sameAs links every profile that belongs to you.
- You have access to an official profile Google accepts for verification.
- Your website says the same things your profiles say.
RememberYou don’t create a knowledge panel; Google does. You control the information it reads: your site, your markup and the profiles that belong to you.
Structured data and how Google reads your site are part of our technical SEO service.
Quick answers about knowledge panels
What is a Google knowledge panel?
An information box that appears on Google when someone searches for an entity in the Knowledge Graph, such as a person, a place or an organization. Google generates it automatically from sources across the web.
How do I get a knowledge panel for my business?
Google generates knowledge panels automatically from information across the web. For a local business, the matching presence is a Business Profile, which you create or claim yourself. Organization markup on your home page helps Google understand who you are.
How do I claim a knowledge panel?
Search for yourself or the entity you represent and click Claim this knowledge panel. Then sign in to one of the official profiles Google lists, such as YouTube, Search Console, Twitter or Facebook. Not every panel can be claimed yet.
How do I change information in a knowledge panel?
Once you’ve claimed it, suggest changes through the Feedback link under the panel, flag the fact and give links that prove the new information. Anyone else can send suggestions through the same Feedback link.
Is a knowledge panel the same as a Business Profile?
No. They look alike, but Business Profiles are for businesses that serve customers at a location or in a service area, and you manage them yourself. Knowledge panels come from the Knowledge Graph.
Sources
Read on November 4, 2026. Google Knowledge Panel Help: About knowledge panels and Get verified on Google. Google Search Central: Organization (Organization) structured data. Our case: the markup on our home pages and our Business Profile, read on November 4, 2026.