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Glossary

What is a knowledge panel?

By Youssef Hodaigui, Mindflow Marketing · Last reviewed October 29, 2026

A knowledge panel is an information box Google shows in search results when someone searches for a person, place, organization or thing that's in Google's Knowledge Graph. Google says knowledge panels are "automatically generated" from "various sources across the web," and the people or organizations they describe can claim them and suggest changes.

Most local contractors see something that looks similar when they search their company name: their Google Business Profile. Google treats the two as different things, managed in different places.

01

Is a knowledge panel the same as a Google Business Profile?

No. Google says Business Profiles "look similar to knowledge panels, but are specific to businesses that serve customers at a particular location or within a designated service area." A plumber, roofer or HVAC company that serves local customers manages its listing through Google Business Profile, not through the knowledge panel claim process.

Google's knowledge panel help sends local businesses to Business Profile to claim or create their listing. A larger brand, a franchise or a founder with a public profile may also have a knowledge panel. Our Google Business Profile handbook covers the profile in depth.

02

How does Google decide what goes in a knowledge panel?

Automatically. Google says the information "comes from various sources across the web," sometimes combined with data from partners, and that panels update as information changes. Google's automated systems also decide when a panel appears at all, and Google says its "current policy doesn't manually create or delete Knowledge Panels."

So no one can sell you a guaranteed knowledge panel. What helps is clear, consistent facts about you across the web, the same work that makes you a clear entity.

03

How do you claim or edit a knowledge panel?

If a panel exists for you or your company, find it in Google Search, click "Claim this knowledge panel" at the bottom, and verify by signing in to one of the official sites or profiles Google lists, such as YouTube or Search Console. Google notes that "not all knowledge panels are claimable as of now."

Once verified, you can suggest edits, and Google says it can "prioritize your feedback." Anyone, verified or not, can use the Feedback link under a panel to suggest a correction, ideally with links to public pages that support it. Google says it reviews verified feedback "within a few days," though it can take longer.

04

Does a knowledge panel matter for a home-service business?

Usually less than your Business Profile, which is what homeowners see when they search your name or look for a service nearby. A knowledge panel matters more for brands searched by name across many markets, and for owners who have a public profile of their own, such as an author or a well-known founder.

Either way, the inputs overlap: accurate facts on your site's entity home, consistent listings and a current profile. Those are also records AI answers check, as our research on what ChatGPT (the OpenAI API with web search) checks shows.

Related terms: Entity · Entity home · Local pack · Schema markup · NAP · All glossary terms

Where to go next: The Google Business Profile handbook covers the listing most contractors need. Our Google Business Profile work is part of every SEO plan.