How to change Google Knowledge Panel for the better

4 minute read

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 shows relevant information about a search query in the upper right corner of search results. Results from Knowledge Graph and other sources appear in Google Knowledge Panel. To change the panel, change the information from where it gets its data. This isn't always possible, but sometimes it is.

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

  • It 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, 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, 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. These two Knowledge Panel examples are quite different because Google pulls relevant information depending on the search query. That's why a Knowledge Panel for a person (above) is completely different than a Knowledge Panel for a business (below).

Wells fargo SERP

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 

Google Knowledge Graph gathers data from a variety of sources, including:

Wikipedia, Wikidata, and Google Business, as well as other sources (none are all known outside of Google), can be changed by a user. 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.

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.