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SEO & AEO

Knowledge panel

Also known as: Google knowledge panel · brand panel · entity panel

Definition

A knowledge panel is the information box Google shows beside or above the results when a search is clearly about a specific person, organisation, place or thing. It summarises facts about that entity from the Knowledge Graph and other sources.

Google decides whether a business gets one, and nobody can guarantee it. A local business's panel, with reviews, opening hours and a map, is driven mostly by its Google Business Profile, which the owner can verify and manage. The wider brand panel, with a description and linked profiles, draws on what Google already holds in its Knowledge Graph, so the useful work happens upstream.

When a panel shows a wrong fact, fix the sources it was assembled from: the website, the profile, the directories and the press mentions. Google has a process for verified representatives to suggest changes to a panel, and the current steps are on Google's own help pages, not in a blog post.

A Wikipedia page isn't a requirement, and one written by a business about itself runs against Wikipedia's own rules on editing about your own organisation. Independent coverage, such as press articles, association listings and directory entries, is the realistic route to being described by someone other than yourself.

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