When you use Google to look up entities (such as people, places, organizations, or things) that are part of the Knowledge Graph, you might see information boxes on the side of the search results. These are called knowledge panels, and they give you a quick overview of information on a topic based on Google’s understanding of available content on the web. In this article, we will talk about what the Google Knowledge Graph is, why you should claim yours, and how to do it. Read on to get started!

What Is the Google Knowledge Panel?

New England Patriots Knowledge GraphThe Google Knowledge Panel, also known as the Knowledge Graph card, displays a summary of information about entities like businesses, organizations, places, celebrities and more. It pulls facts, images and other details directly from Google’s Knowledge Graph, its knowledge base of real-world entities. The panel shows up on the right side of search results pages when users search for brands and public figures.

For example, searching for “Patriots” brings up the franchise’s Knowledge Panel with its logo, broadcasters, player information, and more. Panels for celebrities can list their occupation, birth date, spouse, hit songs and noteworthy roles. The goal is to provide users with key facts about the entity, so they can quickly vet it before clicking through to the website.

How are Google Knowledge Panels Created?

Knowledge panels are created automatically, and the information in them comes from various sources across the web. Sometimes, Google may collaborate with data partners who provide authoritative data on specific topics like movies or music, and combine that data with information from other open web sources.

Google wants to make sure that the information they show in knowledge panels is accurate and up-to-date. That’s why they allow the people or organizations who are featured in these panels (like celebrities or TV shows) to claim their panels and suggest changes to the facts. So, some of the information you see may come from verified sources who have edited their own knowledge panels.

Google also displays images in the knowledge panel to give you a visual overview of the topic. These images can come from different places. For example, some people or organizations who have claimed their panels may choose a featured image from the web. Other images (especially when there are more than one) are a sample of Google Images results for the topic and are automatically collected from the web.

Google updates knowledge panels regularly as new information becomes available on the web, but they also welcome feedback from two main sources: the entities themselves and the general users.

If you are the person or the official representative of an entity that has a knowledge panel, you can claim this panel and suggest changes. Google will review your suggestions and make sure they are accurate before updating the panel.

Why You Should Claim Your Google Knowledge Panel

A Google Knowledge Graph is a feature that displays relevant information about a person or entity on the right side of the search results page. Claiming your Google Knowledge Graph can have many benefits, such as:

  • Increasing your visibility and credibility online
  • Enhancing your search engine optimization (SEO) and ranking
  • Controlling and updating the information that appears about you or your entity
  • Providing direct links to your website, social media profiles, and other online platforms
  • Showcasing your achievements, awards, and reviews
  • Engaging with your audience and potential customers

Optimizing your Knowledge Panel ensures users see accurate, eye-catching information about you alongside search results. This can significantly boost brand visibility and traffic.

How to Claim Your Google Knowledge Panel

Follow these instructions to claim your brand’s Knowledge Panel:

1. Search yourself / your entity using the Google search bar and click the “Claim This Knowledge Panel” button below the Knowledge Panel. Google Knowledge Panel - Claim your knowledge panel buttonClick the “Get Verified” button on the following page and follow the prompts as mentioned below.

2. Click “Yes” under the question, “Is the name of the person, organization, or entity you are trying to claim?”
3. Click the option below it that says “I am this person.
4. You will then be prompted, “Tell us why you are claiming this knowledge panel.” Fill out your answer.
5. Fill out your full legal name as shown in government-approved photo identification in the text box provided.
6. Select Country.
7. Select Language.
8. You will then be prompted to upload a selfie with ID. This means you will need to take a self-portrait while holding a government-approved photo identification (driver’s license, national ID card).Google Knowledge Graph selfie with ID
9. Next you will log in to 2 to 5 official websites, web platforms, or social media profiles that you manage for the entity, take a screenshot of each which shows the entity name and your editing privileges, and upload your screenshots.
10. Check the box at the bottom to accept Google’s terms.
11. Click the Submit button.

Note: If you are representing a person or entity and are trying to claim a Knowledge Panel on their behalf, you will need to provide some additional information. Specifically, you will need to upload proof in the form of a contract showing that you work said person/entity.


In conclusion, the Google Knowledge Panel stands as a potent tool for providing users with swift insights into entities, leveraging Google’s Knowledge Graph for a snapshot of key facts and visuals in search results. While these panels are automatically generated, the opportunity to claim and optimize them brings significant advantages, including heightened online visibility, improved SEO, and control over the displayed information. By showcasing achievements, engaging with the audience, and providing direct links to online platforms, optimizing your Knowledge Panel becomes a pivotal aspect of managing your digital identity. Follow the outlined steps to claim and enhance your Google Knowledge Panel, turning it into a strategic asset for shaping a positive online presence and influencing brand visibility in the ever-evolving digital landscape.

If you need help claiming your Google Knowledge Panel, Google Business Profile, or otherwise gaining online visibility, we are here for you! OpenVine offers targeted SEO and online marketing services to help individuals, small- to medium-sized businesses, and non-profit organizations attract more qualified leads.

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