How to edit a company knowledge panel, field by field

You can't edit a company knowledge panel directly; Google builds it automatically from public sources. Anyone can send feedback, and verified representatives can suggest edits one item at a time, backed by public links.^1,2 Each field has its own rule: some can be replaced on request, some change only when their source changes, and some can't be changed at all.¹

This guide goes field by field: where each part of a company knowledge panel usually comes from, what Google will and won't change, and the route that fits. Verified edits need a claimed panel; see how to claim your company's knowledge panel. If no panel appears for your company yet, start with how to get a company knowledge panel.

In this guide, Documented marks what Google says, and Observed marks what our six captures showed on 9 November 2026. We took each one while signed out, in a desktop browser with English-language US settings, connected through a network in India.

Is it a knowledge panel or a Business Profile?

Check the foot of the panel: a claimable knowledge panel ends with “Claim this knowledge panel”.⁴ The two look alike but are edited in different places.

Google describes a Google Business Profile (formerly Google My Business¹⁴) as specific to businesses with a location customers visit or a service area they cover. It says those businesses should create, claim and suggest changes to their profiles in Business Profile itself.^3,2

Online retailers may also see a store panel (Google calls it a merchant knowledge panel⁵), covered below. For everything else about the difference, see business knowledge panel or Google Business Profile.

Two routes to a correction: fix the source, or send feedback

Panels update on their own as information on the web changes, Google says, and it also weighs changes suggested by the entities shown and by users' feedback.³ That gives a company two routes, and most corrections use both.

• Fix the source. For descriptions, Google notes: “Changing the source of the information usually causes the information in the knowledge panel to change as well.”¹ Our interpretation: the same holds for any row that mirrors a public record, such as your website or Wikidata.
• Send feedback. Anyone can use the Feedback link at the bottom of a panel, or the three-dot menu on mobile.² Verified representatives also get Suggest edits, and Google can prioritize their feedback.¹

Google compares each suggestion with other public information and may turn down a change it can't confirm.¹ Our interpretation: fix the public record first, then send feedback that points to it.

How to edit a company knowledge panel with verified feedback

These are Google's steps for verified feedback as of November 2026.¹ You need a Google Account that has been verified for the panel, or one that an owner or manager has added as a user.⁴

1. Sign in with the account you verified with, or were added with.
2. Check that Web & App Activity is on for that account.
3. Search for your company's name on Google Search.
4. Click Suggest edits at the top of the panel. If it's missing, check that you're signed in with the account verified for this panel.
5. Click Edit next to one item. Google asks for a separate submission for each suggestion.
6. Explain the change. Say what's wrong, what should be removed, and add “any publicly accessible URLs that support your suggestion.”
7. Click Send. Google emails a resolution update; see how long corrections take.¹

Without a claim, use the Feedback link at the bottom of the panel instead.³ Google's verification help, in a section written for verified users, describes the Feedback steps: flag the fact, say what it should be updated to, and link to pages that verify it.⁴

Every field in a company knowledge panel: where it comes from and what you can change

The table summarizes each field; the sections after it give Google's rule, what we observed and what to do. Not every panel shows every field. Observed on 2026-11-09: five of our six captures showed four to seven fact rows, and Patagonia's store panel showed none.

Figure 1 shows where most of these fields sit in a real company panel.

1 2 3 4 5 6 7 8

Observed: the panels for Stripe, HubSpot and Khan Academy ran in the same top-to-bottom order as Nvidia's, though Stripe's had no image collage.

Name (title)

Google says the title describes the entire panel and is generated automatically. It considers a change only if feedback includes “substantial evidence” that its systems didn't make the most representative choice.¹

Observed on 2026-11-09: Stripe's panel was titled “Stripe, Inc.”, matching the Wikipedia article's title, while its Wikipedia-sourced description began with a different legal name, “Stripe, LLC”. The search “meta platforms” returned a panel titled “Meta”.

The panel title isn't the site name shown beside your search results, which Google says is completely automated and can't be changed manually.⁷ If the title shows a former name, fix the name everywhere first, then send feedback; your company's panel after a rebrand, merger or IPO covers the order.

Type label (subtitle)

The type label is the line under the name. Google calls it a subtitle and says: “Google doesn't accept or create custom subtitles.” If feedback shows a label is inaccurate, its system can generate a new one from information in the panel, or show none.¹

Our interpretation: report a label only when it misdescribes your company, not when it is merely imprecise. The replacement is generated too, so you can't steer its wording.

Observed on 2026-11-09: Nvidia's label read “AI company” and HubSpot's “Web marketing company”. Khan Academy's read “Education company”, while its description, quoted from Wikipedia, calls it a nonprofit organization.

Logo and featured image

Google's feedback help doesn't mention logos, but Google documents two separate levers. The first is the logo property in your website's Organization markup, which Google says can help it understand the logo you want shown in Search results and knowledge panels.⁵

The image must be at least 112×112px, crawlable and indexable, and in a format Google Images supports.⁵ How to change your company logo on Google covers the panel, a Business Profile and the favicon beside search results.

The second lever is the featured image. If the panel already has one, a verified representative can suggest a replacement by pasting a direct image URL, not the page it sits on. The image must be appropriate, represent the topic and differ from an ad. If the panel has no image, Google can't add one by request.¹

Observed on 2026-11-09: Khan Academy's panel had no logo beside its name; its logo led the image collage.

Other images

Other pictures in a panel, especially image collections, are drawn automatically from across the web; Google describes them as a preview of what Google Images shows for the entity.³ It “can't remove or reorder related images alongside the feature image,” but you can report an inaccurate one through feedback.¹

Our interpretation: the collage follows Google Images, so images on your own pages and in coverage of your company shape it over time. Observed on 2026-11-09: Khan Academy's collage included a fundraising graphic, and Nvidia's showed a graphics card and screenshots of software.

Description

Google is direct: “Descriptions come from various data sources and can't be edited.” Ask the source for a correction. If that fails, send feedback saying you contacted the source, with strong evidence the description is inaccurate. Google may then remove it, but it can't create a custom description.¹

Observed on 2026-11-09: five of our six captures credited the description to Wikipedia. HubSpot's description reproduces the opening of the Wikipedia article, so the company doesn't choose that wording. Patagonia's store panel labeled its description “Summarized from the website” (Figure 3); Google's brand profile help says AI may, in some cases, use a business's website to create a summary.⁹

Founded, founders and CEO

The panel doesn't name a source for these rows, and Google doesn't document one. Verified representatives can suggest corrections with publicly accessible URLs as evidence, and Google checks them against other public information.¹ Leadership rows have their own guide, which covers where they seem to come from and why a newly named CEO may take time to appear: adding or fixing the CEO and founders.

Observed on 2026-11-09: HubSpot's Founded row read “June 2006, Cambridge, MA”. The Wikipedia infobox gives June 2006; Wikidata gives only the year.^12,13 Organization markup has a foundingDate property, but Google doesn't say the Founded row uses it.⁵

Headquarters

Google doesn't document where the Headquarters row comes from. Organization markup includes address, and Google says the markup as a whole helps it understand a company's administrative details and set it apart from other organizations.⁵

Observed on 2026-11-09: Stripe's Headquarters row named Dublin only, while the description above it, quoted from Wikipedia, calls Stripe dual-headquartered in South San Francisco and Dublin (Figure 2). Meta's panel had no Headquarters row at all; Menlo Park appeared only inside its description.

Our interpretation: a panel can show one version in a row and another in the description. Before reporting a headquarters row on your own panel, make the city consistent on your About or contact page, in your markup and in public records such as Wikidata, within each project's rules. Then send verified feedback linking to those pages.

An office's Business Profile address is edited in Business Profile.²

Parent company and subsidiaries

Observed on 2026-11-09: none of our six captures showed a parent-company or subsidiaries row, although Wikidata listed subsidiaries for Meta, Nvidia and Stripe that day. Google's list of Organization markup properties includes no parent or subsidiary property.⁵

Our interpretation: any corporate-structure facts would come from sources outside your markup, such as Wikidata and Wikipedia, so correct them there and send feedback citing filings or announcements. After an acquisition or merger, see the rebrand, merger and IPO guide.

Stock, valuation and other short facts

Google says it licenses data to provide information such as stock prices.² It doesn't say when a stock row appears, and its Organization markup list has no ticker, revenue or valuation property.⁵

Observed on 2026-11-09: Nvidia and HubSpot, both publicly listed, showed no stock row. Stripe, a private company, showed a Valuation row reading “about $159 billion” (Figure 2), recorded as displayed; our Stripe example found the same wording in the Wikipedia article's lead.

Our interpretation: if a stock or valuation row in your company's panel needs correcting, send feedback linking to a public source with the right figure, such as a filing or your newsroom.

Customer service and contact rows

Observed on 2026-11-09: Nvidia's panel showed a “Customer service chat” row reading “Online Chat” (Figure 1, marker 6). Our Nvidia example found a customer-service phone number, not a chat, in its homepage markup, so the row isn't a copy of the markup.

Google doesn't document where support rows come from, but it does say how to present support details. Organization markup's contactPoint is “the best way for a user to contact your business” and should include all support methods you offer.⁵

Google's customer-support best practices, linked from its business-details guide, recommend:^6,8

• a contact page that visitors and Googlebot can easily find, listing every support method;
• a phone line with recorded support information if you don't offer phone support;
• a clear statement of which third parties, if any, are authorized to provide support.

Google says this helps people reach the business rather than a third party claiming an authorized relationship that can't be verified.⁸

Social profiles

Verified representatives can suggest new social profiles or edit existing ones, and Google can make some of these corrections directly. It “can't change the order that profiles appear in.”¹ A panel showing the wrong websites or profiles is a case for Google's support team.⁴

On your own site, the Organization sameAs property lists your company's profiles on other websites.⁵ Observed on 2026-11-09: each of our six panels showed three profiles. Nvidia's showed three of the five accounts listed in its Wikidata item and homepage markup, so a listed profile may still not appear.

People also search for

Google says “People also search for” is based on public information and developed automatically, so it can't be customized and doesn't take suggestions. It removes items only if they don't follow Google's policies.¹

Observed on 2026-11-09: each capture showed four entries, mostly organizations in the same field. HubSpot's list marked one entry “Trending”. Our guide to People also search for covers what companies can and can't do about it.

Store details: ratings, shipping, returns

For an online retailer, Google may show a store panel in place of a company panel, or combine the two. Observed on 2026-11-09: Patagonia had a store panel, and Meta's company panel included store details.

Google says merchants can shape further details in their “merchant knowledge panel and brand profile,” such as their return policy, address and contact information.⁵ Organization markup includes hasMerchantReturnPolicy and hasShippingService for this.⁵

Google's Merchant Center help names the sources behind brand profiles: details the business adds to Merchant Center, such as products and shipping; public information from its website and sites such as Wikipedia; licensed data, such as store ratings and trust scores; user suggestions; and, in some cases, AI summaries of the website.⁹

Promotions, products, shipping, return policies and social links can be updated in Merchant Center; for anything else, Google points to Feedback.¹⁰ Our interpretation: Google lists store ratings as licensed data and documents no way to edit them in the panel. See brand profiles, store panels and Search profiles.

When Google won't make a change

Google may decline changes that are inappropriate or that it can't confirm, and generally changes or removes content only on the basis of Google Search policies.¹ Two of its Knowledge Graph policies deal with factual corrections.²

• Incorrect information. Google “may remove information that's demonstrably false or outdated”, as shown by legal documents, expert consensus or other reputable primary sources. It may decline to act on facts that are reasonably disputed or lack demonstrative evidence.²
• Non-representative information. Google can change names, titles, descriptions and images when strong evidence shows its automated systems didn't pick the most representative option.²

Separately, Google removes content that breaks its policies for Search features, partly through public reports.² Legal removal requests go through the “Report a legal removal issue” form, with the panel's URL copied from its Share option.² This describes Google's process; it is not legal advice.

Our interpretation: the hardest requests involve facts that reasonable sources disagree about, such as a contested founding story. Bring primary documents.

Problems that need Google's support team

Google's verification help lists two entity problems for its support team: a panel that mixes your company with another entity of the same or a similar name, and one that shows the wrong websites or profiles.⁴ Our interpretation: in both, the problem is which entity the panel describes, not one fact in it, so ordinary feedback is unlikely to be enough.

For namesake mix-ups and two panels for one company, see duplicate company knowledge panels and mix-ups. An “already managed” error is an access problem, covered in claiming and keeping access.

How long do corrections take?

Google documents one time frame: it reviews verified users' feedback “within a few days” and emails a resolution update, though this “can sometimes take more time.”¹ For source fixes, Google says panels update automatically as information on the web changes.³ It publishes no timeline for that.

After a markup change, Google advises waiting until a week or more has passed since the marked-up page was last crawled, and only then reporting incorrect information through Feedback.⁶ Our interpretation: a fix at a third-party source also has to be recrawled, so allow time for that too.

Keep a record of each request, with the evidence you sent and the outcome, so a declined request shows which evidence wasn't enough.