Google Knowledge Panels: Eligibility, Verification, and How to Claim One

A knowledge panel is the information box Google shows for people, places, organizations and things that are in its Knowledge Graph. It cannot be created on demand. Google’s help center states that knowledge panels “are automatically generated, and information that appears in a knowledge panel comes from various sources across the web” (about knowledge panels). There is no form that makes one appear, and Organization or Person structured data does not create one. What an entity can do is make accurate information about itself available on the web and, once a panel exists, claim it and suggest corrections.

Knowledge panels vs Business Profiles

The two look similar and are managed differently:

Google’s help page says that a local business wanting to manage its presence on Search and Maps should create a Business Profile.

Where panel information comes from

Google’s help describes several sources:

• information across the web, with Google sometimes working with data partners for specific topics such as movies or music;
• feedback directly from the entities in the panel, which Google describes as “self-authoritative”;
• general user feedback;
• for images, a featured image selected by people who have claimed their panel, among other sources.

Google says panels “are updated automatically as information changes on the web”.

What influences whether an entity has a panel

Google does not publish eligibility criteria beyond the panel being drawn from the Knowledge Graph and from information across the web. Practical steps that make accurate information available, without promising a panel:

• an official website with a clear about page naming the organization or person, with consistent details;
• Organization or Person structured data on that site, with sameAs links to official profiles (Google’s organization markup documentation says the markup can help disambiguate an organization in search results);
• accurate, consistent profiles on the platforms the entity actually uses;
• independent coverage that describes the entity (news, reference works, industry directories) where it genuinely exists.

None of these is a lever with a guaranteed effect. They make the information Google draws from more consistent.

Claiming a panel

Google’s “Get verified on Google” help describes the steps (get verified on Google):

1. Sign in with a Google Account.
2. Search for yourself or the entity you represent and find the knowledge panel.
3. Click Claim this knowledge panel at the bottom (it may appear in the “About” section; on mobile, through the menu).
4. Sign in to one of the official sites or profiles Google lists for verification.
5. If Google cannot identify associated sites, provide more information when prompted.

Google notes that “Not all knowledge panels are claimable as of now”, and suggests checking periodically for the claim button. After claiming, changes are made through suggestions submitted with the Feedback option while signed in with the verified account, which Google says gives the feedback priority for review.

Correcting information

• If you are the entity or its official representative: claim the panel, then suggest changes through Feedback.
• If you are not: use the feedback link on the panel to suggest edits; Google reviews them.
• Fix the source too: if the panel draws an outdated fact from your own site or a profile you control, correct it there. Panels update as information on the web changes.

An eligibility and management checklist

Before a panel exists

• [ ] Official website with an about page stating name, description, founding date, leadership or biography, location and contact.
• [ ] Organization or Person markup with consistent identifiers and sameAs links to official profiles.
• [ ] Consistent name and description across official profiles.
• [ ] No expectation that markup or a request will create a panel.

When a panel exists

• [ ] Check whether the panel is claimable; claim it with an account linked to an official site or profile.
• [ ] Review each field for accuracy.
• [ ] Submit corrections through Feedback while signed in with the verified account.
• [ ] Correct the source of wrong information on sites you control.
• [ ] Recheck periodically.

For local businesses

• [ ] Use Google Business Profile rather than the knowledge panel process.

Claiming and correcting an outdated brand panel

As an illustration, take a software company that sees a panel for its brand showing an old logo and a former CEO.

• Claim: the “Claim this knowledge panel” option appears; the marketing lead verifies through the company’s official YouTube channel listed by Google.
• Corrections: suggest the new logo and current CEO through Feedback; update the about page, Organization markup and LinkedIn page that still showed the former CEO.
• Expected result: Google reviews the suggestions; panel information updates over time as sources change.
• What claiming does not give: Google decides which suggestions to accept and when; claiming gives the company a voice, not editorial control.

Knowledge panel promises to avoid

• That any service can create a knowledge panel.
• That Organization schema produces a panel.
• That claiming a panel lets you write its content directly; changes are suggestions.

Knowledge panels reflect what Google understands about an entity from across the web. Being consistent and accurate everywhere the entity is described is the work; claiming the panel where that is possible, or sending feedback on it, is how to correct it.