How to get a knowledge panel for your company

If you're asking how to get a company knowledge panel, the short answer is that you can't request one. Google documents no application or payment route for panels, and its current policy is not to create them by hand.³ A panel is created automatically when Google's systems find enough information about the organization on the open web.²

What a company can influence is the information itself: whether it is clear, consistent, easy to verify and published by sources other than the company. This guide separates what Google documents from common advice, then covers six steps, a self-check, timing and the limits. If you're new to the term, start with what a company knowledge panel is.

How does Google decide whether a company gets a panel?

Automatically. Google documents that panels are generated from sources across the web, sometimes combined with data from partners.¹ It says the facts behind them, stored in its Knowledge Graph, are drawn from public sources and licensed data, and from content owners, among them people who have claimed a panel and suggest changes to it.²

The condition Google states is short: a panel is created when there is “enough information available on the open web.”² After that, automated systems determine whether it shows for a given search, and when it disappears, according to relevance.³ Google publishes no threshold for “enough” and no list of required sources.

An entity is one distinct thing the Knowledge Graph knows about, such as a company. Google's Cloud documentation describes a machine ID, or MID, as a globally unique identifier that a knowledge graph generates.²⁰ Practitioners often call the ID of an entity in Google's graph a kgmid.

Our interpretation: three things have to line up. Google must recognize the company as one entity, distinct from anything else with the same name, and it needs consistent facts about that entity from sources it uses.

The third condition is that the search has to be one where Google judges a panel relevant. A company can work on the first two; the third is Google's call.

How to get a company knowledge panel: what Google documents vs common advice

Advice about getting a panel is often repeated without a source. The table sorts the common claims by the evidence behind them, as of November 2026.

Step 1: Check whether Google already recognizes your company

Search your name the way customers do

Google's own instruction is to check Google Search for your entity's panel.² Search the company's name signed out, on a computer and on a phone. In 2020, Google said that on mobile, Knowledge Graph information often appears in one or more panels among the results instead of a single panel.⁵

Try the name with a qualifier

Observed on 2026-11-09: the bare query “stripe” returned no knowledge panel, but “stripe inc” returned Stripe's. Neither “notion” nor “notion labs” returned one. Our searches ran in a desktop browser, signed out, with English and US settings, over a network in India.

Our interpretation: if your name is also an everyday word, test the legal name, the name plus your category and the name plus your city. A panel that appears only for a qualified search still means Google recognizes the entity; the bare name may match too many other things.

Figure 2 shows what a private company's panel can carry: a description credited to Wikipedia, then rows for founders, headquarters, CEO, president, founding date and a “Valuation” row reading “about $159 billion”, recorded as displayed. The panel's title read “Stripe, Inc.” while the description began “Stripe, LLC”.

Our interpretation: the parts of a panel are selected separately, so check each one against your own records rather than judging the panel as a whole.

Look for a claim link, a store panel or a Business Profile

If a panel appears, look for “Claim this knowledge panel”, though Google notes that not every panel can be claimed yet.⁴ An online retailer may instead see a store panel (Google calls it a merchant knowledge panel) or a brand profile.

Google says merchants have more say over details there, including their return policy, address and contact information.⁶ Store panels, brand profiles and Search profiles explains both.

Step 2: Make your website the clearest source about your company

Google documents that Organization markup helps it understand a company's administrative details and distinguish it from other organizations, and that some properties, such as the logo, can influence what a panel shows.⁶ Google suggests putting the markup on the home page or on a single page about the organization, such as an About page.⁶

Write an About page that states the facts

Our interpretation: publish one page that states, in plain sentences, the facts a panel tends to display. Observed on 2026-11-09, those were rows such as founders, founding date, CEO and other officers, and headquarters.

• the company's name and, if different, its legal name;
• what the company does, in one or two sentences a journalist could reuse;
• the founding date and founders;
• current leaders, with their titles;
• headquarters city and country;
• links to official profiles and, for a subsidiary, the parent company.

Keep the page visible to readers. Google says it uses structured data to gather information about the world, including companies described in markup.⁸ It also says not to mark up information users can't see or create empty pages just to hold structured data.⁸

Add Organization markup

Organization markup has no required properties. Google recommends adding the ones that apply, especially the name, signs of a real-world presence such as an address or telephone, and online presence such as url and logo.⁶ It also recommends the most specific subtype, for example OnlineStore for an ecommerce site.⁶

The logo property tells Google which logo you prefer, at least 112 by 112 pixels. sameAs lists your profile pages on other sites, and legalName gives the registered name when it differs from the brand.⁶

Property-by-property detail, including the logo requirements, is in Organization schema for a company knowledge panel.

Use one name everywhere

Google wants the name and alternateName in Organization markup to match the site name you use.⁶ Site names are chosen automatically, and WebSite markup on the home page is how you state a preference; Google can't change a chosen site name by hand.⁹

Our interpretation: if the brand and the legal entity differ, state both on the About page and in markup, then use the brand name consistently in page titles, profiles and press materials. Observed on 2026-11-09: a search for “meta platforms” returned a panel titled “Meta”.

Step 3: Keep official profiles consistent and linked

Google documents that its algorithms find information that is publicly available on the web, such as a site's name, corporate contact information and social profiles. A verified official representative can later update the panel to override what Google found automatically, within the limits on each field.^7,3

Verify the website in Search Console. Google calls this the first step in establishing a website as an official presence.⁷ Search Console is also one of the accounts Google lists for claiming a panel later, along with YouTube, “Twitter” (now X) and Facebook.⁴

Our interpretation: use the same name, logo, one-line description and website link on every official profile, and link each profile from the site's footer or About page and from sameAs. Once a panel is claimed, a verified user can suggest new or corrected profile links but can't change their order.³

Step 4: Earn coverage from sources the company doesn't control

Google's “enough information” condition comes with no detail on which publications count, how many are needed or how recent they must be.²

Practitioner observation (not documented by Google): panels for companies tend to follow sustained coverage by publications unrelated to the company. This is unproven; nobody outside Google can measure the link, and coverage can't be traded for a panel.

Wikipedia's company guideline is a useful yardstick, because it spells out what independent coverage looks like. It asks for multiple sources that are each significant, independent, reliable and secondary.²¹ It treats announcements of funding, acquisitions, hires, product launches and financial results as routine, and inclusion in “best of” lists as trivial.²¹

It also excludes press releases, material substantially based on them, and paid or sponsored articles.²¹ Our interpretation: the coverage that counts for Wikipedia is also the kind least likely to be mistaken for the company describing itself.

Step 5: Understand the role of Wikipedia and Wikidata

Google doesn't list Wikipedia as a requirement. In 2020 it called Wikipedia a commonly cited source, but not the only one, and said it draws on hundreds of sources.⁵ Observed on 2026-11-09: Wikipedia was the credited description source on five of our six captured panels; Patagonia's description was labeled “Summarized from the website”.

Wikipedia sets its own bar for company articles: significant coverage in multiple reliable sources independent of the company. It adds that only a small percentage of the world's organizations meet it.²¹ Editing about your own employer is strongly discouraged, new articles should go through Articles for Creation, and paid editors must disclose their employer, client and affiliation.^22,23

Wikidata is a structured database run by the same foundation. An essay there says Wikidata doesn't control Google's knowledge panels and strongly discourages creating an item about your own organization.²⁴ The rules for both sites, and the legitimate ways to fix a wrong fact, are in Wikipedia, Wikidata and your company's panel.

Step 6: Check Search profile eligibility if your brand has a large following

Google launched Search profiles on June 4, 2026, as a home for publishers' and creators' content on Search. According to the launch post, claiming a Search profile “may trigger” a knowledge panel's creation when the publisher or creator is eligible.¹⁷ “May” is conditional, and Google makes no such statement about other companies.

As of November 2026, Google's help lists the requirements: a minimum of 10,000 subscribers or followers on at least one of YouTube, Instagram, X or TikTok, an owner aged 18 or over, and content that meets Google's policies.¹⁵

Profiles are available in Canada, India and the United States.¹⁵ In September 2026, Google said it had lowered the threshold to 10,000 followers, making more US publishers and creators eligible.¹⁸

Google may generate a Search profile automatically, but only for creators, publishers and brands that already have a knowledge panel, and a claimed profile is separate from a claimed panel.¹⁶ One Google account can manage up to 10 profiles, and Google says creating a profile doesn't directly affect ranking.¹⁵

A self-check for your company

Answer each question yes or no. There is deliberately no score: Google publishes no threshold, so this only shows where information about the company is thin or inconsistent.

How long does it take to get a company knowledge panel?

Google publishes no timeline for a new panel, and none of its help pages gives one.^2,3

It does give timings for later stages. After changing marked-up details, let at least a week pass from the page's last crawl before reporting wrong information, and allow its system a week to update.⁷ Feedback from verified users is reviewed within a few days, sometimes longer.³

What won't get your company a panel

• Applying or paying. None of Google's help pages describes an application or a paid route, and its policy is not to create panels by hand.³ Advertisements are first on the list of content its systems keep out of Knowledge Graph displays.²
• Relying on markup. Even valid markup comes with no promise from Google that a feature using it will appear.^6,25
• Loading company data into Google Cloud. Google says data sent to its Enterprise Knowledge Graph API stays in the customer's project: it isn't made public and doesn't flow into the Knowledge Graph Search API.¹⁹
• Editing Wikipedia without disclosure. Editors with a conflict of interest are strongly discouraged from editing directly. Anyone paid to contribute must disclose employer, client and affiliation, or is prohibited from editing.^22,23
• Buying reviews or engagement. Google's Maps content policy removes fake engagement, including reviews or ratings that were paid for.¹⁴
• Listing an address you don't operate from. A virtual office is ineligible for a Business Profile. A coworking office needs clear signage, must receive customers and must be staffed during business hours.¹²

What to do after a panel appears

Claim it. A representative selects “Claim this knowledge panel” and signs in to one of the official sites or profiles Google lists, such as the website's Search Console property.⁴ Claiming your company's knowledge panel covers roles and access.

Keep it accurate. Verified users send one suggested change at a time, backed by public URLs, while descriptions have to be corrected at their source.³ For each part of the panel and how to change it, see how to edit a company knowledge panel. If a CEO or founder row needs adding or updating, see how to add or fix the CEO and founders.

If the company is young or its product is better known, read what startups can expect.