How to get a Google knowledge panel

October 9, 2026·7 min read

Nobody can create, request or buy a Google knowledge panel. Google generates one automatically for people, organizations and things in its Knowledge Graph, and only Google decides when. Your part is to make your entity easy to identify, with a clear About page, Organization or Person structured data that links your official profiles, one consistent name and coverage on sites you don't own. Once a panel appears, you can claim it and suggest edits.

What is a Google knowledge panel?

A knowledge panel is the information box Google shows when you search for an entity it knows about. For a company that usually means a name, a one-line description, a logo, official profiles and a few facts such as founders or headquarters.

The panel draws on the Knowledge Graph, which Google calls its database of billions of facts about people, places and things. According to Google's help page on knowledge panels, those facts come from sources across the web, from data partners on topics such as movies and music, and from verified entities who suggested edits. Panels update on their own as that information changes.

No entity, no panel. If Google can't tell your company apart from three others with a similar name, there is nothing for a panel to describe.

Can you create or buy a knowledge panel?

No. Google's explainer on how the Knowledge Graph works says its search algorithm creates panels automatically when there is enough information about the entity on the open web. There is no application form and no fee.

Be wary of services that guarantee a panel or a timeline. Google doesn't sell panels, so a guarantee means the seller plans to manufacture sources, often press releases and a Wikipedia article. Wikipedia's speedy deletion criteria let editors delete pages that are purely promotional on sight, and a panel built on sources that vanish can vanish with them.

How to get a knowledge panel: make your entity unambiguous

You improve your odds by making it easy for Google to work out exactly who you are, then letting independent sources confirm it. Nothing below guarantees a panel. All of it also helps search engines and AI assistants describe you correctly, panel or not.

Write an About page that states the facts

Put the facts a panel would show in plain HTML text on one page. That means the brand name, the legal name if it differs, one sentence on what you do and for whom, the founding year, founders, headquarters city and links to your official profiles. "Halden Analytics makes inventory forecasting software for independent pharmacies, founded in 2019 in Leeds" gives Google more to work with than three paragraphs about your mission.

Add Organization schema with sameAs links

Organization structured data states your name, site, logo and profiles in a form Google reads directly. Google's Organization markup guide recommends putting it on your home page or one page that describes the organization. No property is required. The logo must be at least 112x112 px and crawlable, and Google uses it when picking the logo for search results and your knowledge panel.

The sameAs property lists pages on other sites that describe the same organization:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://www.example.com/#organization",
  "name": "Halden Analytics",
  "legalName": "Halden Analytics Ltd",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/logo-512.png",
  "description": "Inventory forecasting software for independent pharmacies.",
  "foundingDate": "2019",
  "sameAs": [
    "https://www.linkedin.com/company/halden-analytics",
    "https://x.com/haldenanalytics",
    "https://www.youtube.com/@haldenanalytics",
    "https://www.crunchbase.com/organization/halden-analytics"
  ]
}

List only profiles that exist and belong to you. Theme templates often ship "https://www.facebook.com/" in sameAs, which points at the network, not at you. For a person, put schema.org Person markup with the same sameAs property on your bio page. If you'd rather not hand-write the JSON, the Organization schema generator builds it from the details you type and previews it against the validator rules.

Use one name everywhere

Repeat one brand name exactly in your Organization markup, WebSite markup, og:site_name, page titles and every profile. "Halden", "Halden Analytics" and "HaldenAnalytics Ltd" can read as three companies. Google's site name documentation says WebSite structured data is the main way to state your preferred name, and that Google also reads og:site_name. If a short name is real, list it in alternateName.

Earn coverage on sites you don't own

This is the slow part, and it carries the most weight. The sources that confirm an entity are ones you didn't write, such as trade press, industry associations, conference speaker pages and local news. Ten mentions that agree on your name and what you do beat fifty directory listings that say nothing. The same signals shape how assistants describe you, as covered in how to get cited by ChatGPT.

Wikidata, Wikipedia and the knowledge graph

Wikidata and Wikipedia tie a name to one entity in public, but neither is a shortcut. Google doesn't publish which sources its Knowledge Graph reads or how it weighs them, though a Google research paper records that Google offered the content of Freebase, its earlier open knowledge base, to the Wikidata community in 2014.

Wikidata. Under Wikidata's notability policy, an item qualifies if it links to a Wikipedia or other Wikimedia page, describes a clearly identifiable entity that serious, publicly available references cover, or fills a structural need. A company with real independent coverage can qualify. One whose only source is its own website is unlikely to. If you qualify, set the official website (P856) to your home page, cite the independent references and add the item's URL to your sameAs.

Wikipedia. The conflict of interest guideline strongly discourages editing articles about yourself or your employer. Propose changes on the article's talk page with an edit request instead, and if you are paid, disclose who pays you. If no article exists, don't write one yourself. Earn the coverage that would let an independent editor write it.

How to claim a knowledge panel

You can claim a panel once it exists, if you are its subject or an official representative. These steps come from Google's Get verified on Google page. Check it first, because the interface changes.

Sign in to a Google Account.
Search Google for yourself or the organization you represent.
Click "Claim this knowledge panel" at the bottom of the panel. On mobile it sits in the menu.
Review the information, then sign in to one of the official sites or profiles Google lists. The page names YouTube, Search Console, Twitter and Facebook.
If Google can't link you to any of them, it asks for more information to verify you.

For a company I'd verify through a Search Console property on the official domain, because it proves you control the site the panel links to.

Not every panel is claimable, so if the button is missing, check back later. If someone outside your organization already manages it, Google's Knowledge Panel Support runs an account recovery process that asks the current managers for permission and waits three business days for a reply. Once verified, you can add colleagues as owners, managers or contributors.

How to suggest edits to a knowledge panel

Signed in with the verified account, search for the entity, choose Suggest edits on the panel, pick the item and describe the fix with links to sources that support it. Each item needs its own submission. Google's feedback page says it reviews verified feedback within a few days, sometimes longer, and emails you the outcome.

Google won't add an image to a panel that has none, though you can suggest a replacement for an existing one with a direct, public image URL. Edits that contradict the rest of the web tend to lose. To change the description, update your About page, markup and profiles first, then submit the edit pointing at them.

How local businesses get a panel on Google

Local businesses get theirs through a Google Business Profile, which they create and manage themselves. Google's claim page sends local businesses there instead of the knowledge panel process.

	Knowledge panel	Google Business Profile
Who creates it	Google, automatically	The business
Who qualifies	Entities in the Knowledge Graph	Businesses that meet customers face to face
How you control it	Claim it after it appears, then suggest edits	Create or claim it, verify it, edit it directly
Where it shows	Google Search	Google Search and Maps
Online-only business	May get one	Not eligible

The eligibility rule is in Google's Business Profile help. A clinic, shop or plumber should set one up rather than wait for a knowledge panel. Keep the name, address and phone in your LocalBusiness markup identical to the profile. The local business schema checker confirms that the address and phone in your markup also appear on the page.

Check your brand entity signals

Brand Entity Checker reads your home page and tests the signals that tie your brand to your site. It checks whether one name appears across your Organization and WebSite markup, og:site_name, the application-name tag, the web app manifest, llms.txt and the home page title. It checks that the Organization markup has a url on your site, a description and a logo that loads and meets Google's 112 px minimum. It opens up to ten sameAs links and flags broken profiles, network home pages left by templates and links to your own site. It also looks for a Wikidata item that lists your site as its official website and checks that sameAs links back to it.

Each finding comes with why it matters and the fix. A run of the brand entity checker costs 8 credits. It doesn't create Wikidata entries, and it can't tell you whether or when Google will show a panel. No tool can.