A knowledge panel is a special box that shows on a search engine results page. It gives a clear summary about a person, place, group, or idea. Search engines like Google or Bing build these panels using their knowledge graph and trusted data.

A typical panel includes the entity name, a short description, images, key details like birth date, location, and links. This setup helps users see key facts at a glance, without clicking on a website. It is part of semantic search, which connects real things, not just words, using structured data.

What the knowledge panel shows

A knowledge panel gives verified facts directly on the search results page. It helps users get key information without needing to click through to other websites. The panel shows structured data about a person, place, group, or topic in a simple and easy-to-read format.

Google introduced its Knowledge Graph in 2012, which led to the launch of knowledge panels for known entities. In 2013, Bing followed with its own knowledge graph called Satori, along with a feature named Snapshot, which also provides at-a-glance facts.

These tools are built using semantic search, meaning they connect facts about real-world things, not just match words in web pages. This shift made search engines better at showing results based on actual meaning.

How the knowledge panel appears

On desktop devices, the knowledge panel normally shows on the right side of the screen. On mobile, it may appear at the top or within the scrollable results. Some versions use tabs or split sections to show grouped facts in a clean layout.

Each panel includes the name of the entity, a short summary, one or more images, and key information. For example, a person’s panel may show their date of birth, job role, well-known works, family members, and a short bio. A place might include a map, description, opening hours, location details, and visitor reviews. The format and details vary depending on the type of entity shown.

Purpose and search experience

The main goal of the knowledge panel is to show quick, reliable answers. This helps users get what they are looking for without needing to open multiple pages. Most panels also show a People also search for a section or a related topics carousel, which helps users explore connected entities.

This feature supports the growing trend of zero-click search, where users get the answer they need right on the search page. It makes search faster, more useful, and more accurate for everyday queries.

How the knowledge panel works

The knowledge panel works using a system called the knowledge graph. This is a huge database that connects known entities like people, places, or things, along with their facts and relationships.

When someone searches for a topic that matches a known entity, the search engine shows a panel built from this data. This is part of semantic search, which helps the engine treat your query as a real-world subject instead of just matching words.

Google called this shift from strings to things. That means the engine now understands meaning, not just text. When it knows the entity behind the search, it shows a panel that acts like a short fact sheet. It may change based on what you searched, so the details match your query closely.

What a knowledge panel usually contains

The content of a knowledge panel depends on what the topic is. If you search for a person, the panel may show their bio, birth date, work, nationality, or even social media profiles. If you search for a business, you might see its founding date, official site, or customer reviews. A movie panel could include the cast, director, release date, and a short summary.

Some panels are also interactive. For example, a musician’s panel may have buttons to play songs or view albums. A restaurant may show a Reserve table or Book now link. These are known as action links, and Bing calls this system the Knowledge and Action Graph because users can take direct actions inside the panel.

The panel adapts to fit different kinds of entities. A historical figure may have a timeline and short biography. A holiday may show the date, traditions, and related events. The idea is to give fast, useful, and specific answers, not general content.

Where the information comes from

The data inside a knowledge panel comes from trusted websites. Google uses sources like Wikipedia, Wikidata, and the CIA World Factbook. Bing uses Wikipedia too, but also adds data from platforms like LinkedIn, especially for professional profiles or health topics through special partners.

The engine checks for accuracy by comparing facts from different places. It also makes sure that different meanings are not mixed up. For example, Paris the city and Paris from mythology are treated as two separate entries. In 2020, Google shared that its Knowledge Graph had over 500 billion facts on 5 billion entities, which shows how deep and large the system has become.

Keeping the panel correct depends on coverage, correctness, and freshness. This means the system must include many topics, avoid wrong data, and update facts as they change. What we see in the panel is just a small part of a huge, ongoing system working in the background.

Where the knowledge panel gets its information

The knowledge panel is built using two main tools: structured data and the knowledge graph. These tools help search engines like Google and Bing show correct facts about people, places, and things directly on the search page.

How structured data helps the knowledge panel

Structured data is machine-readable code added to websites using formats like schema.org. It helps search engines understand what a page is about. For example, a company website can use JSON-LD markup to tell the engine its name, logo, founders, contact details, and social links. This markup helps Google show the correct logo, phone number, or links in that company’s knowledge panel.

The same idea works for people, songs, movies, or any entity. A person’s page can use Person schema to show their birth date and job. A music album page can use MusicAlbum schema to list tracks and release dates. While adding this markup does not guarantee a panel, it helps connect the page to known entities in the knowledge graph.

Google and Bing both recommend using structured data. Bing’s guidance for Snapshot panels also encourages webmasters to use schema markup to improve how entities are shown in search. However, search engines also rely on other signals like Wikipedia entries, trusted databases, and media coverage when deciding if an entity should get a knowledge panel.

Role of the knowledge graph

The knowledge graph is the core system behind the panel. It works like a big network of facts where every entity (a person, place, or group) is linked to its details and relationships. Google launched its Knowledge Graph in 2012. Bing followed Satori in 2013. Both have grown to include billions of entities and attributes.

Each entity in the graph has known facts, like a person’s birth date, job, spouse, or employer. These are stored in a format the engine can search fast. For example, when someone asks, “Who is the CEO of Apple?”, the engine looks into the Apple Inc. entity, finds the CEO detail, and shows Tim Cook in the knowledge panel.

Google’s early graph was powered by Freebase, a public knowledge base. Later, it shifted to Wikidata and other verified open sources. Bing also used common knowledge sources, and in some cases, added private data streams. For example, Bing pulled job titles and career data from LinkedIn, making it strong in career-related searches.

Over time, both Google and Bing improved their systems to detect errors, merge duplicate entries, and choose the best facts. The graph also began using more trusted sources. By 2023, Google reduced its use of Wikipedia for personal panels and started relying more on IMDb, Crunchbase, official websites, and industry-specific datasets. This change was part of Google’s Knowledge Vault update, which aimed to improve source diversity.

How search engines verify and update data

The accuracy of a knowledge panel depends on the quality of its data. Google and Bing pull information from public and licensed sources. These include Wikipedia, Wikidata, the CIA World Factbook, IMDb, MusicBrainz, and topic-specific databases like those for medicine or finance.

Panels now often mention where the description comes from. For example, Google may show “Description: Wikipedia” or a link to the source. This change came after feedback that panels were showing facts without source names.

Some panels use data submitted by the entity itself. Local business panels, for instance, often come from Google Business Profile (earlier called Google My Business). A restaurant panel might show its location, photos, opening hours, and reviews—all provided by the owner. Google also allows verified owners or subjects of panels to claim and update their facts. After checking, Google may apply changes like adding a social media link or fixing a date.

Bing has also supported updates, though in a less formal way. For example, Bing Webmaster Tools once let users suggest edits or give feedback on Snapshot results.

Developer access and real-time use

The data behind a knowledge panel is not just for search. Developers can use parts of the knowledge graph through APIs. Google offers the Knowledge Graph Search API, which lets developers find an entity’s ID, description, or related topics. Bing offers a similar Knowledge and Action Graph API, announced in 2015, to help apps show Snapshot panels and use Bing’s structured data.

These tools show that the knowledge panel is just one part of a larger system. Behind it is a full database of linked facts, built to answer questions, guide results, and connect users to verified content across the web.

Knowledge panels in search engines

Search engines like Google, Bing, and others show knowledge panels to give quick answers. Each one has its own design and features, but the goal is the same—help people learn about a topic right on the results page.

Google

Google shows a knowledge panel when the search is about a known entity. On the desktop, it appears on the right. On mobile, it shows on top.

These panels are powered by Google’s Knowledge Graph. They show the entity name, a short summary, images, and key facts. Most summaries come from Wikipedia or trusted sites.

There are two types of panels: general and local. Local panels are for places like shops or restaurants. They show contact info, hours, photos, and maps. This data is pulled from the Google Business Profile.

Google decides if an entity is notable. You cannot apply. But if a panel exists, the verified owner can claim it and request small edits. For example, they may update the image or add a link.

Some panels include extras. A film panel might show a trailer. A music panel may link to songs. Landmarks can include Street View. During COVID-19, Google used panels to share safety tips and news.

By 2024, Google began using tabbed panels for topics like actors. These tabs show facts by section: bio, films, news. On mobile, the content is shown in swipeable cards.

Bing

Bing calls its knowledge panel a snapshot. It launched this feature in 2012, powered by its Satori Knowledge Graph.

The panel shows images, a summary, and facts. It often links to Wikipedia, social profiles, or reviews. For local searches, it may show a map, hours, and contact info.

Bing focuses more on action links. A restaurant may have a Reserve a table button. A film may include a Buy tickets link. These links are part of the Knowledge and Action Graph.

Bing uses data from LinkedIn to show job titles and company details. In the past, it also showed live posts from Facebook or Twitter.

Since 2023, Bing has added info cards to group content inside the panel. A search for a festival may show separate cards for customs, dates, and history.

Some panels include Reddit threads, menu details, or booking buttons. Businesses can update their data using Bing Places for Business. Developers can also access the data using Bing’s Graph API.

Other search engines

Yahoo shows the same panels as Bing, since it uses Bing’s backend.

DuckDuckGo shows Instant Answers. These are short summaries from Wikipedia, Wikidata, or Stack Exchange. They appear on top of the results.

Baidu uses its own source called Baidu Baike. It shows info panels in Chinese for known people, places, or events.

Yandex shows panels for cities, people, and companies. It uses data from Wikipedia, Yandex Maps, and its own Wizard feature.

Other engines like Brave Search and Ecosia also show fact boxes. They use open data and schema markup.

In 2023, Google launched Search Generative Experience (SGE). It shows AI summaries for some queries. These are not the same as panels. Knowledge panels still provide trusted facts with source names.

How Different Search Engines Display Knowledge Panels

Search Engine	Where Panel Appears	Data Sources	Panel Features	Extra Tools and Notes
Google	Right side (desktop), top (mobile)	Wikipedia, Crunchbase, Google Business	Tabs, trailers, Street View, booking links	Verified users can claim and edit panels
Bing	Right side (desktop)	Wikipedia, LinkedIn, review sites	Action buttons, info cards, Reddit threads	Businesses update via Bing Places; developer API available
Yahoo	Same layout as Bing	Uses Bing backend	Basic panel with Bing’s data and layout	Panels styled for Yahoo, but powered by Bing
DuckDuckGo	Top of results	Wikipedia, Wikidata, Stack Exchange	Instant Answers with summary and image	Short facts with link to full article
Baidu	Right side (in Chinese language)	Baidu Baike (Baidu’s encyclopedia)	Shows summaries, pictures, dates	Focused on Chinese people, places, events

How search engines improved knowledge panels from 2023 to 2025

From 2023 to 2025, search engines added new features to knowledge panels, used more trusted sources, and updated the design. They also improved how people can edit their own panels and added tools to check facts better.

Broader data sources and content diversity

In 2023, Google began using more trusted websites instead of depending mainly on Wikipedia. This change, called the Killer Whale update, helped Google reduce its reliance on a single source. It also allowed panels to be created for people who do not have a Wikipedia page.

Google added more variety to its Knowledge Graph by including data from:

• Crunchbase (for business and entrepreneur profiles)
• theorg.com (for company leadership data)
• Government and academic websites

Because of this, the number of panels using only Wikipedia for biographies dropped from 75% to 50%. By 2025, Google’s Knowledge Vault grew to hold facts about tens of billions of entities, and panel sources now clearly show names like “Description: Crunchbase”.

New layouts and design changes

Bing redesigned its knowledge panel in 2024 by testing a card-style layout on desktop. Instead of one long block, the panel was split into smaller sections side-by-side. This layout made it easier to fit more facts on the screen without scrolling.

Some examples of these new card sections include:

• One card showing facts and dates
• One card showing related images
• Another card listing related searches or people

By 2025, Bing also added tabs and buttons at the top of the panel to switch between categories like Overview, News, or Photos. Google started testing multi-tab panels as well, especially for searches about public figures.

Both Google and Bing focused on:

• Making panels easier to read on mobile
• Adding interactive options such as:
  • Book a table
  • Play a video or song
  • Buy a product or service

AI summaries and fact-checks

In 2023, Google introduced the Search Generative Experience (SGE), which creates AI-written summaries for some searches. These summaries are separate from the knowledge panel, which continues to show facts with clear sources.

Bing also added chat-based answers using GPT, but it still shows the traditional knowledge panel next to the AI result. Panels are kept as a trusted source because they are built using structured data.

Google also added features like:

• Fact-check labels in panels
• “About this result” boxes for more transparency

These are useful when facts may differ between sources, especially in news, health, or political topics.

User updates and profile edits

Google and Bing made it easier for people to manage their own knowledge panel data.
Since 2023, verified users such as authors, artists, and public figures can:

• Suggest edits for their name, pronouns, or images
• Add new information through their Google account

Even if a person has not claimed their panel, they can still send feedback to request corrections. All changes are reviewed by Google before being shown publicly.

Bing uses LinkedIn to keep professional job data updated faster. If a user updates their job title on LinkedIn, Bing may show that change in the panel sooner than Google.

By 2025, Microsoft started showing knowledge panel data inside its tools like Windows Copilot and Office apps, so users could see facts even while using Microsoft software.

Handling wrong facts and errors

From 2023 to 2025, both Google and Bing took steps to stop errors in panels. For example, in 2023, a vandalized Wikidata entry caused a wrong fact to appear briefly in a Google panel. Google fixed this by tightening its fact-checking rules.

For sensitive topics, like elections or health, panels now:

• Leave out risky or unconfirmed data
• Show only verified sources
• Add warnings or “from health.gov” tags for public safety

These changes started during the COVID-19 pandemic and became standard by 2025.

New types of panels and uses

Google and Bing expanded the knowledge panel format into more areas.

Examples include:

• Google Scholar panels now show:
  • Researcher names
  • University affiliations
  • Citation numbers
• Podcast panels show:
  • Podcast name
  • Publisher
  • Latest episodes
• Shopping panels in Bing display:
  • Product specs
  • Prices and ratings
  • Links to purchase

These updates show how flexible and useful knowledge panels are when powered by structured data. Even with AI summaries growing, panels remain the most trusted way to show verifiable, source-backed facts on search results.