Knowledge panels are pulled from Google's Knowledge Graph, an internal entity database. They aggregate information from structured sources including Wikipedia, Wikidata, and pages that Google has verified.
Contents
A panel usually includes an image, a description, key facts, social profiles, and links to related searches. Brands can claim their panel via Google Search Console and suggest edits, but Google decides what to display.
Example
Searching "Anthropic" shows a knowledge panel with the company's founding year, headquarters, founders, and links to X, LinkedIn, and the official site.
How SEM Optimiser reports it
When a knowledge panel appears for a tracked brand query, SEM Optimiser records which fields are populated and warns if key attributes are missing or incorrect.
Related terms
- SERP Feature
A SERP feature is any non-standard element on a search results page beyond the classic ten blue links, such as a featured snippet, People Also Ask box, or local pack.
- Entity SEO
Entity SEO is the practice of optimising a brand or website's presence in search engines' entity graphs so it is correctly identified and disambiguated across queries.
- Schema Markup
Schema markup is structured data written in the schema.org vocabulary that helps search engines understand a page and qualifies it for rich results.
- E-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, the framework Google's Search Quality Rater Guidelines use to assess the credibility of content.