A Practical Guide to Knowledge Panels and Entities
The information boxes search engines show about organizations, people and things, drawn from entity understanding.
Samir Haddad
The key figures
- Entities
- search engines model things, not just keywords
- Sources
- panels draw on many sources across the web
- Organization markup
- helps describe a business to search engines
- Claiming
- representatives can claim and suggest edits to panels
Why this is worth getting right
Entity data shapes brand appearance in search, and inconsistent information across the web weakens it.
Do this, not that
Do
- Keep organization details consistent everywhere
- Use organization structured data
- Maintain accurate profiles on major platforms
- Claim knowledge panels where possible
- Publish clear About and contact pages
Don’t
- Conflicting business details across sites
- Ignoring outdated panel information
- Fake profiles to influence entities
- Assuming markup alone creates a panel
When to bring in help
Our advice Bring in help when brand information in search is wrong.
Where this comes from
- Google Search Central — Organization structured data
- Google Search Central — Brand and entity signals
The figures and practices above come from the sources listed.
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Where to go next
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