Knowledge panel

When a search is recognized as being about a known entity, such as a company, an executive or a place, Google can show a panel with a summary, key facts, images and links. The facts come from Google's Knowledge Graph, a database of entities and their relationships built from many sources. Google says the information comes from sources across the web, from data partners and from edits suggested by verified entities. Wikipedia is among the sources commonly observed. There is no paid route to create or change a panel.

An entity can be verified by Google as its owner, which allows the owner to suggest changes to the panel and, for some fields, to add information. Google decides what appears. Verification is a way to propose edits and does not give control over the content.

A hypothetical example: a company's panel lists a headquarters city it left years ago and a former chief executive. The facts match an out-of-date reference page. Correcting the panel starts with correcting the sources, then using Google's feedback route for suggested changes. Neither guarantees a quick fix.

A panel is often the most visible factual summary of an organization on the results page, and searchers treat it as authoritative. Errors in it can persist and spread, including into other systems that reuse the same public data. Teams should check the panel for the organization and its leaders on a schedule, record what it says with the date, and keep the underlying sources accurate: the official site, a Wikipedia article where one exists, and owned media pages with clear facts. Structured data on an organization's site can help Google understand it, though Google does not promise that it will be used.

Knowledge panels are a search feature, distinct from the generated summaries covered in AI Overviews and from chat assistants; see AI search. Assistants build their answers separately, so a correct panel does not guarantee a correct answer. The free AI Perceptions check samples assistant answers for a brand.

A panel cannot be bought, and no company is entitled to one. Verification lets an owner suggest changes but not write its own panel.

Wikipedia feeds many panels but not all, and editing a page to influence a panel runs into that site's conflict-of-interest rules. The Knowledge Graph is the underlying data, and the panel is one way it is displayed.