Google Knowledge Panel

What is a Google Knowledge Panel?

A Google Knowledge Panel is an information box that appears on the right side of Google’s search engine results pages (SERPs), providing a summary of information about an entity—such as people, places, organisations, or things—that Google recognises. This panel is part of Google’s SERP features and is designed to offer users a quick snapshot of details related to their search query.

Knowledge Panels are automatically generated and powered by Google’s Knowledge Graph, which pulls data from authoritative sources across the web. They are only displayed for identifiable entities and not for general search queries. The information presented in a Knowledge Panel can vary depending on the entity type, with details tailored to the specific nature of the query.

Here is an example of a Google Knowledge Panel of Frida Kahlo:

Importance of Knowledge Panels

Knowledge Panels enhance the user experience (UX) by providing immediate answers to queries without requiring users to click through to other websites, and this feature is especially handy on mobile devices, where quick access to information improves the UX.

From a business perspective, having a Knowledge Panel can boost visibility on SERPs by occupying more search result space, increasing perceived credibility, and potentially enhancing engagement with your brand.

However, a drawback is that Knowledge Panels can reduce organic traffic to websites by directly answering users’ questions, leading to fewer clicks on search results. Recent studies suggest that nearly 50% of Google searches do not result in clicks due to the information provided in Knowledge Panels.

How to Get a Knowledge Panel

You cannot directly create or guarantee a Knowledge Panel for your entity, as Google’s algorithms automatically generate these panels. However, there are steps you can take to increase the likelihood of being featured:

1. Ensure Accurate Website Information: Keep your website’s “About” page up-to-date with clear and precise details about your entity. Accurate and comprehensive information helps Google recognise and verify your entity.
   
2. Implement Schema Markup: Use proper Organisation Schema Markup on your website to provide Google with structured data about your entity. This helps Google understand and categorise your information more effectively.
   
3. Maintain Active Social Media Profiles: Establish and actively manage profiles on major social media platforms, ensuring they contain relevant and consistent information about your business.
   
4. Create a Wikipedia Page or Wikidata Entry: A Wikipedia page or a Wikidata entry can increase your chances of appearing in a Knowledge Panel, as these platforms are reputable sources of information that Google frequently uses.
   
5. Set Up and Optimise a Google Business Profile: Claim and maintain a Google Business Profile if applicable; ensure that the profile is complete, accurate, and updated regularly to improve your visibility.