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Knowledge Panel.
A knowledge panel is the information box Google shows next to or above the results when people search for well-known people, organisations, places or things. The details come from the Google Knowledge Graph. For local businesses, the Google Business Profile usually appears in this spot instead.
Knowledge Panel — Explained in Detail
Search for a well-known brand, a company, a public figure or a landmark, and Google often shows a box with a logo or image, a short description, key facts and links to profiles. These details come from the Knowledge Graph, a database in which Google stores entities and their relationships. Sources include Wikipedia and Wikidata, official websites, structured data and licensed data sets.
For local businesses with a physical location the box looks different: here Google shows the Google Business Profile with address, opening hours, reviews and photos. Any business can create and maintain this profile itself. A knowledge panel in the narrower sense, by contrast, only appears once Google has enough verified information about an entity; you cannot create it yourself.
An example: a software company without a shopfront appears only with its own website when people search for its name, without a box. After an entry on Wikidata with referenced details, consistent company data in the commercial register, directories and profiles, and Organization schema with sameAs references on the website, the likelihood that Google recognises the company as an entity increases. There is no guarantee of a panel.
Claiming and correcting a knowledge panel
If a knowledge panel exists, the person or organisation shown can have it verified through the 'Claim this knowledge panel' link, for example via a linked official profile. After that, changes can be suggested, which Google reviews. Users who are not verified can point out errors via 'Feedback'.
With the Google Business Profile the route is simpler: whoever manages the profile edits the details directly.
Knowledge panels, entities and AI answers
The same data that feeds a knowledge panel is also used by AI systems to describe brands correctly. If a company is recorded as an entity clearly and without contradictions, the risk of ChatGPT or Gemini giving wrong details goes down. The work on this is called entity SEO.
Maintaining the structured data and aligning name, address and phone number with the Business Profile and directories is part of our GEO service; a dedicated facts page is not included and is built separately. On our own website, the Facts page brings together the verifiable details about DLM Digital in one place.
Related Page
GEO Agency SwitzerlandFrequently Asked Questions About Knowledge Panel
You cannot create one yourself. Google shows it once it has enough verified information about an entity. The chances improve with consistent details about the company across the web, a referenced entry on Wikidata, media coverage and structured data on your own website. For local businesses, the Google Business Profile is the direct route.
The Business Profile is a listing that businesses with a location or service area create and manage themselves. The knowledge panel draws on the Knowledge Graph and appears for well-known entities such as brands, people or organisations. Both appear in a similar place in the search results.
Anyone who has claimed and verified the panel can suggest changes directly. Everyone else can point out errors via 'Feedback'. In addition, the sources Google probably took the detail from should be corrected, such as Wikidata, directories or your own website.
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