Knowledge Panel

A knowledge panel is the information box Google Search shows for a person, organization, place or thing, built from facts in Google's Knowledge Graph. On desktop it usually sits to the right of the results; on mobile, one or more panels appear among the results. Google generates panels automatically when it has enough information about an entity, and nobody can buy or create one directly.

A typical panel shows a name and short description, images, key facts (founding date, headquarters, CEO, birth date), links to official websites and social profiles, and related entities. Google's 2020 explainer says the facts come from hundreds of sources, including Wikipedia, licensed data, vetted medical content and markup provided by site owners. Local businesses get a separate panel that is managed through Google Business Profile instead.

The subject of a panel can claim it through Google's Get verified process: search for the entity, click 'Claim this knowledge panel', and sign in to one of the official sites or profiles Google lists, such as the YouTube channel or the Search Console property for the website. A verified owner can suggest edits and a preferred photo and add other people as managers or contributors. Claiming does not give full editorial control; Google still decides what changes. Not every panel is claimable, and anyone can report errors with the Feedback link.

In June 2026 Google officially launched Search profiles, which pull a creator's, publisher's or brand's posts from YouTube, Instagram, TikTok and X into one page linked from the panel. The launch threshold was 100,000 followers or more; Google's help pages now ask for at least 10,000 on one of those platforms. Claiming a profile can create a panel for an eligible individual or publisher. Brand panels stay connected to Google Business Profile or the existing brand profile.

Panels also change when Google cleans its data. Kalicube, which tracks the Knowledge Graph, reported that Google removed more than 3 billion entities in June 2025, aimed at ambiguous and outdated records. Entities with conflicting or thin information are the most exposed to that kind of cleanup.

For AI search, a panel is the most visible readout of what Google believes about an entity. When the panel lists the wrong founder or an old company name, AI Overviews and AI Mode answers about the brand can repeat it, and the same error often sits in the third-party sources that ChatGPT or Perplexity retrieve. Treat the panel as part of your brand SERP audit:

• Compare every fact in the panel with your entity home and fix the source of any mismatch first.
• Keep sameAs links in your Organization or Person schema markup pointing at the same profiles the panel shows.
• Recheck the panel and a set of brand prompts in AI assistants after a rebrand, merger or leadership change.

Consistent facts across independent sources, the goal of entity consensus, are what make a panel appear and stay accurate.