Here, we will introduce what a knowledge panel is, the content displayed in it, how to get it to appear in search results, and how to utilize it effectively.

What is a Knowledge Panel? / How to Display and Utilize it

A Knowledge Panel refers to the information box that appears in Google search results. It displays a summary of data collected by Google about specific topics, such as individuals, companies, or tourist destinations. These panels are often generated automatically from information gathered from the web and are useful for quickly verifying an overview of the topic.

Though some may confuse it with Google My Business, the latter is just one component of the Knowledge Panel.

The Knowledge Panel can prominently feature content from Wikipedia and is capable of showing a vast array of information which can be leveraged for attracting more visitors.

Content of the Knowledge Panel

The above is the search result of Tokyo SEO maker. The panel typically appears on the right side of search results.  

For instance, a search for “Tokyo SEO Maker” might display links to websites, access directions, addresses, business hours, phone numbers, peak hours, and reviews.

Furthermore, depending on the keyword, the panel can show:

• Wikipedia entries
• Q&A
• Ticket purchasing options
• Date of establishment
• Ownership details
• Scheduled events
• Architectural details (architect, building company, number of floors, capacity, area, etc.)
• Corporate information (stock prices, CEO, founders, parent company, subsidiaries, sales, profits, shareholders, etc.)
• School data (enrollment numbers, acceptance rates, tuition fees, founding date, alumni, etc.)
• Organizational details (chairperson, English name, abbreviation, predecessor)
• Related services

Besides the information mentioned above, there are many other details displayed. A knowledge panel is very convenient for getting a general understanding.

The displayed content varies greatly depending on the keyword

The Knowledge Panel varies significantly based on the search keyword, displaying tailored information for each query. 

The above images are the knowledge panels displayed when searching for “Tokyo Tower,” “Toyota Motor Corporation,” and “University of Tokyo.”

For instance, a search for “Tokyo Tower” might show a website link, access information, and a button to purchase tickets, followed by a summary. Searches for “Toyota Automobiles” could display the stock price and latest models, while “University of Tokyo” might list details like enrollment numbers and acceptance rates.

This data is independently collected and displayed by Google, but users can also request modifications or updates to what is shown.

How to Display a Knowledge Panel in Search Results

A Knowledge Panel stores and automatically displays information about entities—facts about people, places, and things—gathered by Google. 

An “entity” refers to something that has real existence, and for Google to display accurate information, it’s essential that these entities are recognized as real by Google.

Simply having a website is not enough to get a Knowledge Panel displayed in search results.

Essentially, there are three main methods to make a Knowledge Panel appear in search results

• Registering with Google My Business
• Registering with Google Search Console
• Implementing SEO strategies for your site

By correctly registering and presenting information deemed valuable by Google, it becomes possible to display a Knowledge Panel.

Registering with Google My Business

The most effective step to get your company’s profile displayed is to register with Google My Business. Registration can also enable the display of a Knowledge Panel, so it’s highly recommended if you haven’t done it yet. 

By registering, you can manage reviews and communicate with users, which can improve your visibility in Google Maps (Local Pack) where reviews and ratings play a significant role.

>>For MEO measures, click here

For Google My Business registration, you need to submit your business information for verification.

>>For Google My Business, click here

Registering with Google Search Console

It’s also a good idea to register with Google Search Console. While registration alone won’t result in a Knowledge Panel, it allows you to receive notifications from Google and check for any errors on your site.

>>For Google Search Console, click here

Embedding Structured Data

By implementing SEO (Search Engine Optimization) strategies , your search rankings will improve, making it easier for the knowledge panel to appear. To achieve this, you can embed structured data correctly within your site to provide business information to search engines.

Googlebot uses structured data to understand page content. Providing specific information about your site through structured data allows it to be displayed in search results with richer features, such as in a knowledge panel.

Structured data can also display other rich features like news carousels, book action boxes for direct purchases, course titles, critic reviews, event displays, and Google job postings.

Ensure that you set up structured data for organization information, logos, and breadcrumbs, as it is essential for being recognized as an entity. Many websites do not have proper structured data, so it is recommended to address this promptly.

>>Learn more about structured data

Utilizing the Knowledge Panel

Enhancing the information on Google My Business can lead to significant visitor attraction, making the use of Knowledge Panels crucial. Although Knowledge Panels are automatically created based on the information collected by Google, they can be modified, and utilizing them can further increase visitor traffic.

Modifying the Knowledge Panel

The Knowledge Panel displays information that Google has deemed accurate; however, this information is not always correct. It can be outdated or simply incorrect.

To address these issues, Google has provided a “Feedback” option at the bottom of the Knowledge Panel. By clicking on this and submitting information, you can request modifications to the panel. However, Google will scrutinize this submitted information and only make changes if they confirm it to be correct. Submitting feedback does not guarantee that a modification will be made.

Verification Process

Being verified as the official representative of an entity on a Knowledge Panel means that Google recognizes you as the authoritative source for that entity. Verification allows you to suggest edits such as updating the main image, social images, and other entity information, which is crucial for utilizing the Knowledge Panel effectively.

While it’s rare, there is a risk of a third party taking over your Knowledge Panel and misusing the entity information. Therefore, it’s advisable to proactively seek verification if possible.

To start the verification process, click on “Claim this knowledge panel” at the bottom of the panel. This action will guide you through the necessary steps to establish your verification status with Google.

Author Profile

Mr. Takeshi Amano, CEO of Admano Co., Ltd.

Mr. Takeshi Amano is a graduate of the Faculty of Law at Nihon University. With 12 years of experience working in the advertising agency industry, he discovered SEO and began his research during the early days of SEO. He self-taught and conducted experiments and verifications on over 100 websites. Using this expertise, he founded Admano Co., Ltd., which is currently in its 11th year of operation. Mr. Amano handles sales, SEO consulting, web analytics (holding the Google Analytics Individual Qualification certification), coding, and website development. The company has successfully managed SEO strategies for over 2000 websites to date.

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