There's a certain pang of trust you feel every time you click that search button on Google, and a knowledge panel (the information box on the right side of your search results) pops up. Why? Because if Google knows a person or brand, they're definitely legit. Google considered them credible enough to create sort of a digital business card for them, so they have to be great, right?
It's this level of brand awareness that makes having a Google knowledge panel extremely valuable for businesses and individuals alike. On top of that, 63% of marketers believe brand awareness is the most important metric for the measurement of marketing success. So, if you make it to that information-rich box, you've done something right.
However, getting there isn't exactly an easy feat if you're not Steve Jobs or Coca-Cola. Many individuals and brands struggle to meet the notability requirements, while others may lose their earned spots in response to a Google update. Most don't even have a blueprint to follow.
To help you out, we've created a comprehensive guide that covers everything you need to know about getting into the Google knowledge panel.
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- What is a Google Knowledge Panel, and Why Does It Matter?
- Step-by-Step Guide to Obtaining a Google Knowledge Panel
- Maintaining, Monitoring, and Optimizing Your Google Knowledge Panel
- What to Do When You Can't Get a Google Knowledge Panel
- Achieving Credibility Through Google Knowledge Panels
- Frequently Asked Questions
What is a Google Knowledge Panel, and Why Does It Matter?
When you search for a renowned company or person, let's say Salesforce, the first search result is their website. On the right-hand side, you will also see a box containing brief company information, a Wikipedia link, and additional information.
Google knowledge panel
In Salesforce's case, we see details like their stock price, founders, CEO, headquarters, and more. There's also a panel showing the links to their social media profiles.
The whole box is called a Google Knowledge Panel.
It's a snapshot of your business in the search results. Individuals with a notable online presence can also earn one. Take Jeff Bezos as an example. His knowledge panel contains an About section, followed by details like his net worth, partners, organizations founded, education, and more.
Knowledge panel
The main purpose of a Google knowledge panel is to give you major information about someone or something at a glance. Right off the bat, it makes you or your brand look credible for customers and prospects since you're appearing in Google's trusted results.
The knowledge panel is also an SEO booster. It helps you stand out in the search results and brings a ton of visibility to your personal or business brand. Plus, it shows people relevant information about it.
More importantly, getting that spot gives you a competitive edge. You're at the top of the search results, which means you're more likely to get clicks and conversions than those who don't have one.
In recent years, Google has started using AI more extensively in knowledge panels. It's not just the top 13.08% of content that's AI-generated, but also some images and text in these SERP features.
Radu Oncescu, writer at SoMeBites, showed in an X post how Google is now using AI-generated descriptions in knowledge panels just like its AI Overviews.
💠 Google is testing “AI Overviews”-like descriptions in knowledge panels in the EU as well.
Examples:
• Kai Cenat — American Vlogger.
• Smiley — Romanian Singer.cc @rustybrick pic.twitter.com/Rm0ss2BdqZ
— Radu Oncescu (@oncescuradu) November 23, 2024
Similarly, Jess Joyce, founder of Inbound Scope, noticed that some knowledge panel images are also AI-generated now. If you search for Beethoven, you might see one yourself.
Ai images are *everywhere* and this one's made it to the cover image. Website source reads like Ai-written too 😕 pic.twitter.com/rMc5CaTKQf
— Jess Joyce 👩💻 (@jessjoyce) July 18, 2024
However, a shift towards AI's assistance doesn't mean that Google is foregoing its focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). The search engine still relies on quality content and credible sources for knowledge panel information. In fact, the emphasis on E-E-A-T has only increased with Google's latest updates.
Google's “Killer Whale” updates in March 2024 added a ton of entities to the knowledge panel. The good news is that Wikipedia is no longer the sole source of information for knowledge panels. Instead, Google now pulls information from various sources based on its evaluation of their relevance and trustworthiness.
Step-by-Step Guide to Obtaining a Google Knowledge Panel
Acquiring a knowledge panel can be a lengthy and tricky process. However, the following step-by-step guide validated by a real-life example can help you accomplish this feat.
Step 1: Build and Optimize Your Online Presence
For Google to create a knowledge panel for you or your business, it must have enough information about you or your brand. So, the first step is to create an online presence for yourself or your business.
Start with social media accounts. Establish your presence on major platforms like Facebook, LinkedIn, X, and Instagram. If you're a business, make sure you create and optimize your Google Business profile. You can also use the Semrush Listings Management tool to list yourself on multiple directories from the same dashboard.
Also, create a personal or business website to get your digital real estate. However, a half-heartedly-built site with a couple of pages and no update in months won't help. You need to keep your site active and optimized. Use SEO best practices such as targeting keywords, optimizing metadata, using title tags (in your content), and maintaining technical SEO.
Check out our guide on SEO tips to rank higher on Google.
Step 2: Publish Credible and Authoritative Content
Next, publish authoritative content across the web, not just on your own site but also on external sources. For example, you can write guest posts for other websites or publications in your industry. Write LinkedIn articles and contribute to forums and Q&A sites.
Since you want to maximize your mentions on the web, collaborate with brands and industry professionals to feature on each other's content, podcasts, webinars, and interviews.
If you already have online content where you're mentioned, go through it to correct or update any inaccuracies. For example, if you have started a new company since then or changed your services, make sure it is reflected in the content mentioning you.
When combining multiple knowledge panels to create a comprehensive one for Jason Hennessey, that's what Kalicube Pro did, too. They used their proprietary tool to find sources where Jason had been mentioned. Of these 40 sources, they checked and corrected the information to give Google a unified and accurate view of Jason's online presence.
Step 3: Use Structured Data and Schema Markup
Whichever content you publish online, use structured data and schema markup to help Google understand the meaning behind it. For example, Kalicube integrated its Javascript snippet into Jason's website. So, whenever a knowledge source (from where Google could get information about Jason) is updated, the snippet automatically pulls and adds the schema markup to Jason's website.
In Jason's case, a slight quirk was that Google identified the same person as three different entities due to minor variations in the name. For example, Jason J. Hennessey had an individual knowledge panel, and so did Jason Hennessey, even though both of them represented the same person.
Kalicube eliminated this ambiguity using schema, too. They used an alternateName property to identify that all three knowledge panels represented the same entity. So, schema markup has a dual function: content comprehensiveness and disambiguation.
You can also use a similar tool or do this manually. In addition, use accurate metadata so that your web pages and content are properly categorized and sorted by search engines.
Basically, you want to converse with Google in its language to provide clear and organized information about you or your brand. As a result, Google will have an easier time finding and using this data.
Step 4: Leverage Directories and Social Proof
You want Google to see you in the best light possible, and for that, it's important to establish a presence in business directories. We've already mentioned how you can do it using the Semrush Listings Management tool.
However, simply listing yourself (on professional directories like Crunchbase) or your business online isn't enough. You also have to gather and maintain social proof through reviews and testimonials.
If you're a local business, use the Semrush Review Management tool to build social proof. With ChatGPT integration, the tool lets you respond to reviews in seconds with suggested replies. Apart from review management, you should also optimize your Google Business Profile by updating your information regularly and adding pictures and videos.
Semrush review management
As an individual, it also helps to connect yourself to your alma mater or any publications you may have contributed to. For example, in Jason's case, Kalicube included the University of Nevada and his book Law Firm SEO in the entity description and schema markup on his website so that Google can make the connection and show this information in his knowledge panel.
Step 5: Claim and Verify Your Knowledge Panel
Once you've perfected all the steps mentioned above, go to Search through your Google account. Search for yourself or your business and look for the knowledge panel. Then, do this:
- Click ''Claim this knowledge panel'' at the bottom.
- Alternatively, click the ''About'' section and then click ''Claim this knowledge panel.''
- Review the details.
- Sign into one of the following profiles: Facebook, X, Search Console, YouTube.
If Google is unable to find any website or profiles associated with you or your brand, you will have to provide extra information for verification. Once verified, you can also add users as your authorized representatives with the following permission levels:
- Owner: This is the primary user of the Google account.
- Manager: They can add/remove users and suggest changes to the knowledge panel. Both the owner and manager have the same permissions.
- Contributor: They can only suggest changes to the knowledge panel.
You can always remove users or transfer the ownership of the account at a later time.
Maintaining, Monitoring, and Optimizing Your Google Knowledge Panel
Once you get yourself on the Google knowledge panel, it's important to maintain and optimize it. Otherwise, you might lose the spot in the next update.
The first step in keeping your position intact is keeping a consistent presence across platforms. You don't want to end up like Jason with three different knowledge panels just because your online information is inconsistent across sources. Avoid this by using the same information for your website, Google Business Profile, business listings, and other directories.
When you update your information on one platform, do the same on all other platforms. Similarly, use the same branding, such as your name, logo, descriptions, colors, and other visuals. It helps multiply your recognition for Google and minimizes the chances of the search engine confusing you with yourself just because you used your middle name on one platform and didn't use it on another.
You should also monitor your visibility on knowledge panels with a tool like Semrush Position Tracking. Focus your attention on the SERP features section. Here, you'll see if you're still appearing in the knowledge panel.
Semrush SERP feature monitoring
While a single entity only appears on the Google knowledge panel for a single keyword, you may also show it in other people's or business's knowledge panels in the ''people also search for'' section. For example, Similar Web has its own knowledge panel. However, it also appears in the suggested searches in Semrush’s knowledge panel.
Semrush knowledge panel
Ideally, you should check your knowledge panel visibility every month. But it's even more important after a Google core update since algorithm shifts often impact knowledge panels.
Simply checking isn't enough, though. You should also update personal or business-related information as new developments arise. For example, if you add new pictures to your website, upload them on Google Business Profile and other directories, too.
As a business, you also need to update your product information, new position holders, operating hours, and so on. Post on your Google Business Profile and other social media accounts to make your knowledge panel more relevant and information-rich.
Tools and Resources for Google Knowledge Panel Success
Besides the strategies we've discussed above, you'll also need a few tools and resources to help you through the process of obtaining and maintaining a Google knowledge panel.
Of these tools, the Google Search Console is perhaps the most important. This free Google tool helps you monitor and maintain your website's presence in Google search results, including your knowledge panel information.
You can use it to check your site's performance in search results and look for errors that may affect your knowledge panel. Use the metrics from this tool to recover from a Google algorithm update that may have negatively impacted your panel's presence or to optimize your content for better search visibility.
Google also offers a Structured Data Markup Helper that you can use to create structured data markup for your website. It provides markup suggestions for a range of content types, including articles, products, software and applications, local businesses, datasets, and more.
You can then check the schema markup using Google's Schema Markup Validator. It will make sure your markup is validated to the schema.org standards, which is what Google uses to understand your content.
As for paid tools, Semrush is an excellent choice. Its Position Tracking tool helps you monitor your visibility in the knowledge panel, while the Listings Management tool is suitable for establishing your business's presence in multiple directories.
Semrush also has a ton of content marketing tools for E-E-A-T optimization. For example, you can use Topic Research to discover content ideas that are popular with your audience. Further, the SEO Content Template tool can help create a custom brief based on the top search results so that your content meets Google's quality and relevance standards.
Semrush Topic Research tool
When to Seek Professional Help
At times, especially when you start a small business or a lesser-known entity, it can be hard to score a knowledge panel. On top of that, you may face issues like poor structure data implementation or knowledge panel complications, such as Jason's multiple panels.
In such cases, it's best to work with an SEO service or a branding agency to create E-E-A-T-aligned content, resolve complex issues, implement schema markup, and maintain knowledge panel consistency.
Kalicube's assistance with Jason's knowledge panel visibility is an excellent example. The agency was able to merge all three of his knowledge panels and connect his book, podcast, and alma mater to him.
What to Do When You Can't Get a Google Knowledge Panel
When you're just starting out, it's hard to get a knowledge panel as Google prioritizes well-known entities. However, not getting one doesn't mean you can't increase your E-E-A-T and authority.
As a beginner, you need to focus on your online footprint. Your personal website is definitely a must, but you should also invest in niche platforms, such as Medium and LinkedIn. Look for opportunities to appear as a guest in podcasts or interviews. Wherever you feature, use consistent branding, such as your name, job title, and organization.
While Wikipedia has traditionally been a go-to platform for boosting authority, you can also focus your energies on other sites like Crunchbase, Quora, and LinkedIn. Golden and Wikitia are also suitable alternatives for Wikipedia.
According to Kalicube Pro, there are more than 209,966 trusted sources that can help build knowledge panels. Besides the ones we've mentioned above, some of these sources are Annual Reports, Bloomberg, Microsoft, Responsibility Reports, and Morgan Stanley.
As you're making these improvements, monitor Google's perception of your brand with the Knowledge Graph Search API. It will show you how the search engine views your business as an entity.
If you see that your knowledge panel may be shrinking or has disappeared altogether, take action to improve your E-E-A-T. Update all information related to your brand and post authoritative content that can be associated with you or your business. You can also work with an agency to rebuild your knowledge panel.
Achieving Credibility Through Google Knowledge Panels
As soon as someone lands on your knowledge panel, they instantly judge the trustworthiness and credibility of your brand. It's a stamp of approval from Google that makes your personal or business brand stand out in searchers' eyes.
You'll need a combination of authoritative content, credible mentions, schema markup, and consistent branding to get your knowledge panel up and running. After that, keep an eye on it using Semrush and Google Search Console, and keep updating content to make sure you don't lose your spot.
Frequently Asked Questions
What is a Google Knowledge Panel, and why is it important?
A Google knowledge panel is the info box you see on the right side of search results (on desktop) or at the top (on mobile) when you search for a person, brand, or topic. It boosts credibility and helps you stand out in search.
How does Google determine who gets a Knowledge Panel?
Google creates a knowledge panel based on publicly available information and its algorithms. It pulls data from trusted sources like Wikipedia, online directories, official websites, and databases. The more consistent and verified your online presence is, the higher your chances of getting one.
How can small businesses increase their chances of obtaining a Knowledge Panel?
Small businesses can increase their chances by keeping their information consistent across platforms, such as their website and online directories. They should also create a Google Business Profile and share accurate details like contact info and address. Plus, it's important to post authoritative content and implement schema markup on your website.
What role does Wikipedia play in the Knowledge Panel creation process?
Wikipedia plays a huge role because Google often pulls data from it to create knowledge panels. If you or your brand have a Wikipedia page, it boosts your chances. But it's not easy, as your page needs to meet Wikipedia's strict guidelines for notability and accuracy.
Are there alternatives to Wikipedia for building online credibility?
You can build credibility through sources like Wikidata, Crunchbase, or well-known industry directories. Getting featured in reputable publications, blogs, or news outlets also helps. As an individual, you can also appear in podcasts and interviews to increase your mentions across the web.
How does schema markup affect Knowledge Panel visibility?
Schema markup helps Google understand your website's content better. Adding structured data (like person, organization, or LocalBusiness schema) makes it easier for Google to connect the dots about who you are. It doesn't guarantee a knowledge panel, but it definitely improves your chances by making your info super clear to search engines.
How can I claim and verify a Knowledge Panel for myself or my business?
To claim a knowledge panel, search for your name or business and click "Claim this knowledge panel" if it appears. Google will guide you in verifying ownership through accounts like Google Search Console or social media. Once verified, you can suggest updates to keep it accurate.
How long does it take for Google to generate a Knowledge Panel?
There's no set timeline for Google to generate a knowledge panel. It depends on your online presence and credibility. For some, it can take weeks if their info is well-structured and widely available, and for others, it may take longer to get there.
What are common reasons Knowledge Panels disappear or shrink?
Knowledge panels can disappear or shrink if Google finds less reliable or updated info or if the sources it pulls from change or disappear. Changes in your online presence, such as removing a Wikipedia page or inaccurate details, can also cause this.
Can you edit the information in your Knowledge Panel once it's created?
You can suggest edits to your knowledge panel once it's created. If you claim it, Google lets you propose changes like updating your bio or adding new details. Since changes are reviewed, they might not be accepted if the sources don't back them up. So, you should maintain a solid online presence to make sure the changes go through.
How does a Google Knowledge Panel enhance SEO?
A Google knowledge panel makes your brand or profile more visible and trustworthy in search results. It provides quick, structured information that Google values, which can lead to higher click-through rates and better rankings, especially in competitive searches.
What are the key components of a stable Knowledge Panel?
A stable knowledge panel uses accurate and consistent information from trusted sources. Key components include a well-maintained Google Business Profile, a verified Wikipedia or WikiData entry, a social media presence, and reliable citations across the web. Regular updates further keep this panel relevant and accurate.
How does Google handle AI-generated content in Knowledge Panels?
Google doesn't specifically discriminate against AI-generated content, but it focuses on the reliability and credibility of the sources. For a knowledge panel, Google prefers trusted, authoritative sources, whether the content is AI-generated or not. As long as the information is accurate and verifiable, it's good to go.
What are the risks of inaccurate information in Knowledge Panels?
Inaccurate information in your knowledge panel can harm your credibility. It also misleads potential customers and followers. If you don't correct it, the information may even damage your reputation. When there is ambiguous information, Google might end up creating multiple knowledge panels for your brand, which can be confusing for users.
