What a knowledge panel is and where its facts come from

What a knowledge panel shows

When you search a known name, a box may appear with a short description, an address, hours, links and photos. That box is a knowledge panel. It gathers facts about one entity in one place.

Small local businesses often see a related card built from their business profile instead. The two look alike, and both answer the same need: to know quickly who this is and how to reach them.

AI answer tools also draw on clear facts about who a business is.

Where the facts come from

The facts are collected from many places. Knowledge panels are generated automatically from public information on the web, not written by hand.

So the panel reflects what the web says about you. If those sources disagree, the panel can be wrong, thin or missing. That makes the work simple to describe: make the web agree about you.

That is also why a panel can change without warning. A new source, a fresh listing or a correction elsewhere can alter what the box says, and you will not be asked first.

You cannot ask for one directly

There is no form that creates a knowledge panel, and no payment that secures one. Be wary of anyone who sells one. They can only do the same steps you can do yourself.

A verified owner can suggest changes to a panel, but Google does not create or remove a panel on request. That is the legitimate path, and it begins after the panel exists.

Time and patience play a part. Even when your facts are clear, the engine decides when and whether to build a panel. Keep your facts tidy and stop checking daily.

Make your facts clear and consistent

Start with your own site. Have one page that states plainly who you are, what you do, where, and since when. Our guide to entity clarity explains how to write it so a machine can read it.

Then align everything else with it. Use the same name, address and phone everywhere, and keep your business profile accurate. Disagreement is what confuses the engine.

Treat each of these as maintenance, not a one-off. A profile verified two years ago and a site that has not been updated since will drift out of agreement with each other.

• One clear About page with your name, services, place and story.
• The same business name, address and phone on every listing.
• A complete, verified business profile.
• Links from your site to your real social and directory profiles.
• Structured data that states who you are.
• Mentions from sites that are genuinely about your field or area.

Say it in structured data too

Structured data gives search engines the same facts in a labeled form. An Organization or LocalBusiness block with your name, logo, address and profile links removes guesswork.

Website Builder Studio puts structured data on every site that says who you are and what you offer. See schema markup for what each type holds.

Markup supports the page. It cannot create facts the page and the web do not already back up.

If the panel is wrong

If a panel shows an old address or a wrong hour, first fix the sources. Update your profile and your site, then wait for the change to be picked up. No one can say how long that takes.

If the panel is yours and verified, use the feedback option on it to suggest a correction. Describe the fact, show the source, and keep it short.

Check back occasionally. Facts drift, and a quick look every few months catches problems early.

Do not try to force a result

A panel cannot be forced. It is generated from public information, and neither a request nor a payment makes Google create or remove one. The steady work is keeping your own site and profile clear and true.

Do not edit public reference pages about yourself to force a result. Many such sites have their own rules about who may edit, and conflicts of interest are discouraged.