You cannot apply for a knowledge panel: Google generates them automatically from sources across the web. A local shop or office should create a Google Business Profile instead, which looks similar. For a brand or organization, publish clear Organization structured data with sameAs links, and once a panel appears, claim it through the Claim this knowledge panel link.
| Knowledge panel | Business Profile | |
|---|---|---|
| Who it is for | People, organizations, places and things | Businesses serving customers at a location or in a service area |
| How it appears | Generated automatically by Google | You create and verify it |
| How you manage it | Claim it, then suggest edits | Edit it directly in the profile |
| What you can change | Suggest images, title, description, social profiles | Hours, photos, posts, services and more |
Updated
Most small businesses searching for this actually want the box with their hours, map and reviews, which is a Business Profile. If you are a brand without a storefront, an online business or a well-known person, read on. Fill in the generator below to produce the Organization markup Google uses to understand who you are.
| Step | What to do |
|---|---|
| 1 | Create or sign in to a Google Account |
| 2 | Search Google for yourself or the entity you represent |
| 3 | At the bottom of the panel, click Claim this knowledge panel |
| 4 | Review the information |
| 5 | Sign in to an official site or profile Google lists, such as YouTube or Search Console |
Google recommends putting Organization markup on your home page or a single page about your organization. This is the generator's default output.
Swap the example name and links for yours. Only name and url are always included; the rest are added when filled in.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Harbour Street Bakery",
"url": "https://example.com/",
"logo": "https://example.com/logo.png",
"description": "Family bakery in Portsmouth baking sourdough and celebration cakes since 2012.",
"sameAs": [
"https://www.facebook.com/example",
"https://www.instagram.com/example"
]
}
</script>Google pulls panel facts from many sources. The things you control are a clear about page, consistent naming, Organization structured data, and active profiles that link back to your site.
Independent coverage, like press articles or a genuine Wikipedia article for notable organizations, is outside your control and should not be faked.
Schema.org defines sameAs as the URL of a reference page that unambiguously indicates the item's identity, such as a Wikipedia page, a Wikidata entry or an official website. In practice you list the profiles that are definitely you.
No. Google's help says knowledge panels are generated automatically and updated as information on the web changes. Anyone selling a guaranteed panel is selling something Google does not offer.
Sign in to a Google Account, search for your name or organization, click Claim this knowledge panel at the bottom of the panel, review the details, and sign in to one of the official sites or profiles Google lists, such as YouTube or Search Console.
Verified users can suggest edits, for example to the featured image, title, subtitle, description and social profiles. Google reviews suggestions; they are not applied automatically.
Google says a local business serving customers at a location or within a service area should create a Business Profile to manage its presence on Search and Maps.
Related: How to get your business on Google, Google Business Profile optimization, Schema markup generator, Schema markup validator, Local citations.
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