A knowledge panel is a short summary of a business or other entity on the web. Normally it’s on the right-hand side of the screen for desktop/tablet, or as a box in the stream on a mobile (Bing sometimes splits the info across the top and right). The search engine’s intention is to provide direct answers to the most commonly sought for information about a business. This includes: phone, address, business hours, type of business, photos and customer reviews/ratings.
Google and Bing both display a Knowledge Panel. Both search engines partner with third parties to supplement functionality and info provided here. For example:
- Google partners with TrustYou for review summaries of hotels. They also pull in hotel booking & rates info from a range of popular hotel booking sites.
- Bing partners with TripAdvisor for reviews and Foursquare for tips from past customers.
- Both search engines also use reviews from Yelp, Facebook and other key review sites.
Google sometimes includes a short summary of the business. These are currently written by hand. These are not available on demand but if the information is badly wrong, a correction can be requested.
Hotels and restaurant knowledge panels usually provide online booking and pricing information. Restaurants also typically have links to their menu.
Business owners can have some small influence on what shows in the Knowledge Panel. The basis for the information comes from the business listing (Google My Business / Bing Places), the linked-to website and other authority third party sites. In Australia, this includes the Yellow Pages™.
See the helpful links page for:
- requesting booking info in the knowledge panel about your business
- correction to the business summary