How to Change Google Knowledge Panel for the Better

How Google Knowledge Panel can be changed

Google Knowledge Panel pulls information from many sources. It can be changed to some degree. Here’s how.

The Knowledge Graph is a technology created by Google that s a vast collection of interconnected data points that helps Google understand the relationships between different entities on the web. Results from Knowledge Graph and other sources appear in Google Knowledge Panel. Note that the two are different things. One you cannot see, the other you can. To change the Knowledge Panel, change the information from where it gets its data. This isn’t always possible, but sometimes it is.

There are two main types of Knowledge Panels: 

  • Local Panels: Local Panels are associated with businesses. This type of Knowledge Panel is generally easier to change because Google pulls information directly from your Google My Business account.
  • Branded or Personal Panels: Google must determine that you are notable enough to warrant a Knowledge Panel for your personal brand. Since notability can be difficult to build, Branded or Personal Panels can be more difficult to change, but there are still steps you can take to influence what information appears on your Knowledge Panel. 

What is the Knowledge Graph? (K. Graph and K. Panel are different)

  • The Knowledge Graph works quietly in the background to connect relevant details about people, places, and things so that search results are relevant and accurate.
  • It displays search results with what it calculates to be the most commonly sought-after information based on search phrases and click behavior. It highlights relevant data using information boxes and image carousels.

The Knowledge Graph is intended to be a databank that stores, organizes, and connects billions of pieces of data so that users get the most relevant results for their intended searches. 

What is the Knowledge Panel?

Knowledge Panel pulls information from various sources, including the Knowledge Graph, Wikipedia, and many other sources, to create a handy above-the-fold information space. It looks like this:

example of knowledge graph

It appears on the right side of search engine results. Google pulls relevant information depending on the search query, which means that different types of Knowledge Panels will show different types of information. The business Knowledge Panel example below is quite different from the Knowledge Panel for the person above.

Wells fargo SERP

Personal Knowledge Panels

Branded or personal panels will appear in your search results if Google determines you are notable enough for one. There is no application process. Most personal panels appear once you have a Wikipedia page, but that is not the only criterion. 

Business Knowledge Panels

Unlike personal panels, there are some steps you can take to increase your chances of getting one. Here are a few things you can do to increase your chances of adding a knowledge panel to your business’s search results: 

  • Open a Google My Business account. Make sure to keep all of your business information up to date, including opening hours and photos. 
  • Verify your website with Google Search Console.
  • Optimize your website. Add structured data markup, and make sure it is working properly and on a high-authority domain. 

Knowledge Graph SEO

There is no direct way to apply search engine optimization techniques to Knowledge Graph, but the data sources it uses can be manipulated.

Google tends to pull information from established databases like Wikipedia; however, there are a few ways to increase your chances of appearing in the Knowledge Graph. Start with improving site attributes like:

  • Business details like physical location and contact information
  • Marketing details like your official name, logo, and social profile info

A blog post that outlines Knowledge Graph SEO can be found here

Knowledge Graph data sources 

Based on the opinions of search engine optimization professionals, here are some of the sources it is believed Google uses to populate its Knowledge Panel results:

  • Wikipedia
  • Google My Business
  • Official website
  • Social media profiles (e.g., Facebook, Twitter, LinkedIn)
  • Google Maps
  • Google Reviews
  • Other reviews (e.g., Yelp, TripAdvisor)
  • Wikidata
  • Images
  • Freebase
  • Google News
  • IMDb
  • Crunchbase
  • Google Scholar
  • Google Books
  • Government websites (e.g., White House, FDA, USDA)
  • CIA World Factbook
  • Online directories (e.g., Yellow Pages, Yelp, TripAdvisor)
  • OpenStreetMap
  • AllMusic
  • LinkedIn
  • Reddit

Wikipedia, Wikidata, and Google Business, as well as other sources, can be changed by a user. Most other data sources cannot.

To change Google Knowledge Panel, change the source data, or the search engine relevance of the target content. For example, if you want to change images that are in the Google Knowledge Panel, they have to be relevant. To make certain images relevant, use image SEO.

How to suggest changes to your Knowledge Panel

Once you are verified by Google, you can suggest changes to your Knowledge Panel. Here’s how. 

  • Sign in to the Google Account associated with your business.
  • Search for your business name to pull up the Knowledge Panel in search results.
  • Click “Suggest edits.”
  • Click the information that you want to change. You’ll have to submit feedback separately for each item you’d like to change. Include a short description of your suggested change and why you believe your suggestion should replace the existing content. Include any URLs that confirm your suggested changes. 
  • Click “send.”

For more information on how to make suggested changes to your Knowledge Panel,  click here

Why do I need a Knowledge Panel?

A Knowledge Panel is often the first place people look on a search results page. In fact, it is often the only place people look. Business panels are typically easier to earn and control, but there are steps you can take to suggest changes to an existing Knowledge Panel. Following general SEO and reputation management best practices are a great step toward controlling the information on your Knowledge Panel. 

Google Knowledge Panel FAQs

What is the Google Knowledge Panel?

The Google Knowledge Panel is an information box that appears on a search engine results page. They include a snapshot of information on the search query. The Knowledge Panel pulls information from a variety of sources, including the Knowledge Graph.

What is the Knowledge Graph?

The Knowledge Graph is a databank that stores organizes, and collects billions of pieces of data so that users get the most relevant results for their searches. Google uses the Knowledge Graph to place information in the Knowledge Panel that appears in search results.

How do I change a Google Knowledge Panel?

Since Knowledge Panels are formed based on what information Google finds relevant to a search, in order to change a Knowledge Panel, you must change the source data. For example, if you want to change the images that are in a Knowledge Panel, you must create new images with high SEO.


About the author

Kent Campbell is the chief strategist for Reputation X, an award-winning online reputation management agency. He has over 15 years of experience with SEO, Wikipedia editing, review management, and online reputation strategy. Kent has helped celebrities, leaders, executives, and marketing professionals improve the way they are seen online. Kent writes about reputation, SEO, Wikipedia, and PR-related topics.

Tags: Business Reputation Marketing, Individual Reputation Repair, Knowledge Panel.

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