Knowledge Panel: The Fact Box That Appears Beside Search Results
A knowledge panel is the box of facts Google shows beside results for a person, place, or brand. Learn what fills it and how it gets built.
A knowledge panel is the box of summarized facts Google displays beside search results for a well-known person, place, or brand.
What a Knowledge Panel Is
Search for a famous figure and Google fills the right side of the page with an instant summary: image, description, birth date, links, and more.
That panel is pulled from Google's knowledge graph, a database of entities and the facts that connect them, and it answers queries without clicking any result.
Where the Facts Come From
Google assembles panels from structured data it finds on the web, verified sources, and its own knowledge graph entries.
- Wikipedia and other encyclopedic sources anchor the entity.
- Structured data on your own site adds details like logos and descriptions.
- Official profiles and consistent business listings confirm the facts.
Why It Matters
A panel dominates the results page, pushing the classic blue links below the fold. Owning it means owning the story people see about you.
It also adds instant credibility: a complete panel makes a brand or person look established before a visitor clicks anything.
Claiming or Improving Yours
- Verify and claim the panel if you have access.
- Mark up your site with Organization and Person structured data.
- Keep your business information identical across the web.
- Publish accurate, consistent info on Wikipedia and official profiles.
The search: someone types a brand name into Google.
The panel: a box shows the logo, one-line description, website, and social links.
The source: the description matches the brand's structured data and official profiles.
Why it matters: the brand's story is told in the panel before a single result is clicked.
Quick Tip
You cannot build a panel directly, but you can influence it. Consistent facts and structured data give Google the pieces to work with.
Frequently Asked Questions
Knowledge Panels, Bottom Line
A knowledge panel is the first word Google says about you, and you never get a second chance at a first impression.
Feed Google consistent facts and structured data, and the panel tells the story you want told.