When you type the name of a well-known brand or local business into Google, you have probably seen the card that appears alongside the search results. It might show a business logo, a description, an address, a phone number, a list of services, and a row of photos. That is a Knowledge Panel — Google's way of summarising what it knows about an entity from its own databases.
Knowledge Panels come from something called the Google Knowledge Graph, which is a vast database Google has built up over many years by pulling information from sources across the web, including Wikipedia, business directories, structured data on websites, and Google's own products like Google Business Profile and Google Maps.
What Is the Difference Between a Knowledge Panel and a Google Business Profile?
These two things are related but not the same. A Google Business Profile is a listing you create and manage directly — you enter your business name, address, opening hours, and photos, and it appears in Google Maps and in the local pack of results when people search for businesses nearby.
A Knowledge Panel is generated automatically by Google based on what it finds across multiple sources. For many small businesses, the Knowledge Panel is powered largely by their Google Business Profile data — so if you search your business name and a panel appears, it is likely pulling much of that information from your Business Profile.
The key distinction: you control what goes into your Google Business Profile. You do not directly control a Knowledge Panel. But by ensuring your Business Profile is complete and accurate, you give Google the confident, verified data it needs to generate and display a panel.
What Does a Knowledge Panel Typically Show?
The contents vary depending on how much information Google has, but a typical small business Knowledge Panel includes:
- Business name and category (for example, "Plumber" or "Hair salon")
- Address and map
- Phone number
- Website link
- Opening hours, including any holiday variations
- Star rating and number of reviews from Google
- Photos from the business and from customers
- Popular times (when available) showing busy periods during the day
- Questions and answers submitted by the public
For larger brands or public figures, Knowledge Panels can include much more — social media links, Wikipedia summaries, notable facts. But for a typical small local business, the above is what to expect.
How Do You Get a Knowledge Panel for Your Business?
You cannot apply for or purchase a Knowledge Panel. Google decides when it has enough consistent, verified information to generate one. But there are concrete steps that significantly improve your chances:
- Create and fully complete your Google Business Profile. This is the most important step. Go to business.google.com, claim your business, verify it by postcard or phone, and fill in every field — address, phone number, website, opening hours, photos, business category, and a description. Businesses with incomplete profiles are much less likely to trigger a Knowledge Panel.
- Get verified on Google Business Profile. An unverified listing provides no confidence signal to Google. Verification — which involves confirming you are actually located at that address — is what gives Google permission to show your details prominently.
- Ensure your business details are consistent everywhere. Your business name, address, and phone number should be identical across your website, Google Business Profile, Facebook, and any directory listings (Yell, Yelp, Checkatrade, and so on). Inconsistencies confuse Google and reduce its confidence in the information.
- Have a website that clearly identifies your business. Your website should include your business name, address, and phone number — ideally in your footer on every page — and use schema markup to help Google read the information precisely.
- Gather genuine Google reviews. Businesses with a meaningful number of reviews are more likely to have a Knowledge Panel shown for branded searches. Reviews signal that real customers have interacted with the business, which increases Google's confidence.
Can You Edit Information on Your Knowledge Panel?
Yes, partially. If you have claimed and verified your Google Business Profile, you can update much of the information that appears — opening hours, photos, phone number, and so on. Changes made to your Business Profile typically flow through to the Knowledge Panel within a few days.
For information Google has pulled from other sources — a description it has written itself, for example — you can suggest edits by clicking the "Suggest an edit" or "Claim this Knowledge Panel" option on the panel. Google reviews suggested edits but does not guarantee it will accept them.
What If Your Knowledge Panel Shows Incorrect Information?
This happens occasionally, particularly if Google has pulled information from an outdated directory listing or an old version of your website. The most reliable fix is to update the source data — correct your Google Business Profile, update your website, and correct any inaccurate directory listings. Once the source information is consistent and correct, Google typically updates the panel within a few weeks.
You can also use the "Suggest an edit" button on the panel directly, which prompts a faster review. If the error is significant — such as a wrong address or phone number — it is worth pursuing through both routes simultaneously.
Does Having a Knowledge Panel Help Your SEO?
Not directly — a Knowledge Panel is an effect of good SEO signals, not a cause. However, the actions that help generate a Knowledge Panel — a complete Google Business Profile, consistent business information, genuine reviews, a well-structured website — are all things that independently benefit your local search rankings. In that sense, working towards a Knowledge Panel and working on local SEO are largely the same effort.