What it powers#
- Knowledge panels — the info box beside or above results for famous people, companies and places.
- Entity understanding — knowing that “Mumbai” is a city in Maharashtra, or that “Rank Math” is a WordPress plugin.
- Disambiguation — telling apart different people or brands with the same name.
- AI answers — grounding generated summaries in known facts.
Where its facts come from#
Licensed data, public sources such as Wikipedia and Wikidata, official websites, structured data, and information verified by entities themselves (for example, people and organisations who claim their knowledge panel).
How to get a knowledge panel#
- Be notable: coverage in reputable, independent sources is the biggest factor.
- Keep your official site’s About page detailed and consistent.
- Add Organization or Person JSON-LD with logo and
sameAssocial links. - Maintain consistent profiles (LinkedIn, Crunchbase, Wikidata where appropriate).
- Once a panel appears, claim it via the “Claim this knowledge panel” link and verify.
Local businesses get a similar panel through Google Business Profile. Related: entity SEO.