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Google Knowledge Panel: How to get one, claim it and fix it

A Google knowledge panel is the box of facts Google shows beside results for a known entity, such as a company or person. Google generates it automatically from sources across the web, so you cannot create one. You can make one likelier with consistent facts and connected profiles, claim it once it exists, and suggest corrections.

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Citations in ChatGPT answers to “Attensira reviews”n=874 citations
ChatGPT, 33 answers, the 6 most-cited sources · to
NameCitations in ChatGPT answers to “Attensira reviews”
g2.com39.2%
attensira.comyou20.9%
linkedin.com7.2%
saashub.com3.5%
capterra.com3.4%
microlaunch.net3.3%
Analyst agentAnalyst · reads this workspace's answersattensira.com workspace, read over the Attensira MCP · · n=33 answers, 874 citations
Karl-Gustav KallasmaaKarl-Gustav Kallasmaa, Founder & CEO

Last updated

Key facts

Search for a well-known company on Google and a box appears beside the results: a logo, a one-paragraph description, the founders, the headquarters, links to official profiles. That is a knowledge panel. For the company, it is the first impression Google gives of who they are. For a newer company, its absence is a sign that Google is not yet sure.

This post covers how knowledge panels are generated, how to make one likelier, how to claim and correct one, and why the same work now matters for AI answers. For the short definition, see the glossary entry.

What is a Google knowledge panel?

A knowledge panel is a summary of an entity, such as an organization, a person, a place or a product, that Google shows when it is confident a search is about that entity. Google describes them as "automatically generated", with information that "comes from various sources across the web", including data partners for some topics and verified entities who have suggested edits to their own panels.

Three consequences follow from that description:

  • You cannot create one. There is no form. Google builds it when it has enough to go on.
  • You cannot fully control one. Even a claimed panel shows what Google's sources support.
  • Its accuracy depends on the web. If the sources disagree, the panel may pick the wrong version, or not appear.

How do you make a knowledge panel more likely?

Google needs to be confident about two things: that your organization is a distinct, real entity, and what the true facts about it are. You can help with both.

State your facts consistently on your own site

An About page that says plainly who you are: your organization's name, what it does, when it was founded, where it is based, who runs it. The same facts in your footer and contact page. For us that is Attensira Technology OÜ, based in Estonia, founded in 2025.

Add organization structured data

Google says Organization markup on your home page "can help Google better understand your organization's administrative details and disambiguate your organization in search results", and that some properties "can influence visual elements in Search results", such as which logo appears in the knowledge panel. Include your name, legal name, logo, URL and a sameAs list of your official profiles.

Connect your official profiles

LinkedIn, Crunchbase, GitHub, the review sites you are listed on, your social accounts. Each should use the same name and description and link back to your site. In Google's own words, sameAs is "the URL of a page on another website with additional information about your organization", so those pages should agree with each other.

Be described by others

Panels appear for entities that independent sources discuss: press coverage, industry directories, business registers, reference sites. This is the slow part, and it is the part that matters most.

What does the markup change look like?

Three properties do most of the identity work: the legal name, the founding date and a sameAs list of profiles that you control and that agree with each other. Add them to the Organization block on your home page, and make the visible About page say the same.

Pull requestexample-co/website · #88

Home page: complete the Organization markup

attensira

app/layout.tsx

  1. unchanged: "@type": "Organization",
  2. unchanged: "name": "Example Co",
  3. added: "legalName": "Example Co Ltd",
  4. added: "foundingDate": "2019",
  5. removed: "sameAs": ["https://www.linkedin.com/company/example-co-old"]
  6. added: "sameAs": ["https://www.linkedin.com/company/example-co", "https://github.com/example-co"]
Example · worked example

How do you claim a knowledge panel?

Once a panel exists for your organization, Google offers a way for the entity it depicts to get verified. The process is described in Google's knowledge panel help under claiming the panel and suggesting changes: you show that you represent the entity, and once verified you can suggest changes to the facts shown.

Claim it even if everything looks right today. A verified representative can act quickly when something changes or goes wrong, without relying on the general feedback link.

How do you fix wrong information in a knowledge panel?

Two routes, and you should use both:

  1. Suggest the edit on the panel. As a verified representative, through the claim process; as anyone else, through the feedback link at the bottom of the panel.
  2. Fix the source. The panel reflects what Google's sources say. If the founding year is wrong, it is probably wrong somewhere: a business directory, an old press release, a profile. Correct it there, or the wrong fact may come back.

Keep a short record of each change you request, with the date, so you can check later whether it held.

Why does a knowledge panel matter for AI answers?

The knowledge panel and an AI answer about your company draw on the same underlying question: which entity does this name refer to, and what is true about it? A company Google is confident about is usually one AI engines describe correctly too. A company with no panel and inconsistent profiles is the one that gets confused.

We have a live example. On 2026-10-03 we asked Perplexity "what is Attensira" three times, as part of our daily tracking. Two of the three answers began by saying the name could refer to two different things and described a medication with a similar name. ChatGPT did better on the same day: all three answers described our company and one named our legal entity correctly, citing our own terms of service. Same name, two engines, two levels of confidence. We wrote up the fix in entity fog.

The frame at the top shows where an engine goes for those facts. Across 33 ChatGPT answers to "Attensira reviews" in the 30 days to 2026-10-04, G2 drew 343 of the 874 citations and our own site 183, followed by LinkedIn, SaaSHub, Capterra and Microlaunch: the same profiles and listings a knowledge panel draws on, so they need to state the same facts.

Google's AI features have one extra connection: they appear in the same results as the knowledge panel. A buyer searching your name may see an AI Overview and a panel side by side. If one says something the other contradicts, the buyer notices.

Which facts should every source agree on?

These five, for us. Each one is stated in more than one place, and each place has to say the same thing, because where two sources disagree, Google and the AI engines have to pick one. The table lists where attensira.com states each fact.

Our own entity facts, and every place we state them

  • Name

    attensira.com says
    Attensira
    Where it is stated
    Home page, Organization markup, every profile

  • Legal name

    attensira.com says
    Attensira Technology OÜ
    Where it is stated
    Organization markup, terms of service

  • Founded

    attensira.com says
    2025
    Where it is stated
    Organization markup, About page

  • Country

    attensira.com says
    Estonia
    Where it is stated
    About page, privacy policy

  • Official profiles

    attensira.com says
    X, LinkedIn, GitHub
    Where it is stated
    sameAs in the Organization markup
Example · attensira.com's own fact sheet

What about personal knowledge panels for founders?

Founders often get a panel before their company does, through press, talks and a consistent professional profile. The same rules apply: a clear bio on the company site, consistent profiles, independent coverage. A founder's panel that links to the company helps Google connect the two entities.

What information does a company knowledge panel usually show?

The exact fields vary by entity and change over time, but a company panel typically draws on a predictable set of facts. Each one has a place you can make consistent:

Panel elementWhere Google can confirm it
Name and logoYour home page, Organization markup, official profiles
Short descriptionYour About page, reference sites, directory descriptions
Founding date and foundersAbout page, business registers, press coverage
HeadquartersContact page, business registers, listings
Official profilessameAs in your markup, links from your site
WebsiteYour own domain, linked from every profile

Go down the list and check each source says the same thing. Where two disagree, decide which is right and fix the other. That single afternoon of consistency work is the most useful thing most companies can do for their panel, and it is the same work that helps AI answers state the facts correctly.

Who should own the knowledge panel inside a company?

One person, usually whoever owns the brand or the website, with a short list of what they watch: the panel itself, the About page, the Organization markup, the official profiles and the business register entry. Without an owner, each of those drifts separately, and a panel that was right last year shows an old logo or a departed founder. Put a quarterly reminder in that person's calendar and keep a one-page record of the facts as they should read.

What does the owner's queue look like when a fact drifts?

Facts drift in three places: your own pages, directories, and your own records. Each needs a different action. A fix to your site waits for approval, a directory listing waits for you to file it, and a question waits for the person who knows the answer.

Inbox3 waiting for you
  • Writer agentApproveAbout page: add the founding year and legal name

    Pull request · waits for your yes

    The draft matches the facts confirmed in your brand profile.

  • Outreach agentDoFile the G2 listing

    Directory listing · waits for you

    Prefilled from your brand profile: name, tagline, category, logo and website.

  • Researcher agentAnswerWhich founding year is right?

    Question

    Two of your profiles disagree. Confirm one in your brand profile before anything else is drafted.

Example · worked example

What are the common mistakes?

  • Paying for a "guaranteed knowledge panel". Google generates panels; no one can guarantee one.
  • Creating a thin Wikipedia article. Wikipedia has its own notability rules, and an article deleted for promotion leaves a record. Earn coverage first.
  • Using different names on different profiles. "Acme", "Acme Inc" and "Acme Software" on three profiles is three weak signals instead of one strong one.
  • Pointing sameAs at pages that are not yours, such as a review page about a product, or a competitor's comparison.
  • Fixing the panel but not the source. The wrong fact returns.

How long does it take?

Google does not publish a timeline, and it varies widely. For a new company, a panel can take months of consistent signals and independent coverage. A correction to an existing panel can be faster, especially through a verified claim. Treat it as maintenance, not a project: check your panel and your profiles every quarter.

How do you check your progress?

Search your company name in a private window and note whether a panel appears, what it says and which links it shows. Do the same for your name plus your category. Then ask the AI engines "what is [your company]" and read whether they describe the right entity with the right facts. Repeat monthly and keep the notes. Improvements in one usually show up in the other.

How does Attensira help with entity work?

A knowledge panel is Google's view of your entity; Attensira reads the answer engines' view of it. It asks your brand questions every day on ChatGPT, Perplexity, Claude and Google AI, with Gemini from Growth, so you can see whether each engine describes the right entity and states the right facts, with the exact answer text and its sources. It checks factual claims about you against the facts you confirmed in your brand profile and flags contradictions. When the cause is a page on your own site, the crew drafts the fix for your approval; when it is a directory that decides answers about you, it prefills that directory's form from your brand profile for you to file.

That is the service of an SEO agency at the price of a tool. To see how the engines describe your company today, run the free audit.

What else do people ask?

Can I create a Google knowledge panel for my company?
No. Google says knowledge panels are generated automatically from various sources across the web. What you can do is make your organization easy to identify, with consistent facts on your site, Organization structured data and profiles that agree, so Google has enough to build one.
How do I claim my knowledge panel?
If a panel already appears for your company, Google lets the entity it depicts get verified and then suggest changes to the facts. Google's knowledge panel help pages walk through the claim, in which you show that you represent the entity before your edits are accepted.
How do I change wrong information in a knowledge panel?
A verified representative can suggest edits to the facts. Anyone else can use the feedback link on the panel. In both cases fix the source too: if a fact is wrong in the panel, it is usually wrong somewhere Google reads, such as a business listing or a profile.
Does Organization schema give me a knowledge panel?
Not by itself. Google says Organization structured data can help it understand your organization's details and disambiguate it in search results, and can influence elements such as the logo shown. It is a signal, not a switch.
Why does a knowledge panel matter for AI search?
Both rest on the same thing, an engine's confidence about which entity your name refers to and what is true about it. The work that earns and corrects a knowledge panel, consistent facts and connected profiles, is the same work that helps AI answers describe you correctly.

Where do these facts come from?

2 sources, 3 statements: each statement with the page it came from and the day it was checked.

  1. Google says knowledge panels are automatically generated and the information comes from various sources across the web, including data partners.

    support.google.com · retrieved

  2. Google says some information may come from verified entities who suggested edits to their own knowledge panels, and others can use the feedback link to propose edits.

    support.google.com · retrieved

  3. Google says Organization structured data on a home page can help it disambiguate an organization and can influence the logo shown in search results and the knowledge panel.

    developers.google.com · retrieved

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