The Knowledge Panel won’t appear for every search; but there are steps you can take to improve your business’s chance of showing up.
The Knowledge Graph Card, powered by Google’s Knowledge Graph, contains a variety of information depending on the type of search you conduct. The card can display reviews, images, maps, facts and other relevant information.
Search for a movie and you can even purchase tickets directly from the knowledge graph card, without ever visiting a website.
Search for a business, and the card can display a profile depending on how well the business updated their Google information and implemented their SEO.
If your business is well known, you might be able to claim and verify your Knowledge Panel.
For example, a search of Ashley Furniture shows their currently unclaimed Knowledge Panel with a link to claim it.
Once verified, you can edit some of the panel’s contents to make the results more meaningful or compelling for searchers.
To see more Knowledge Panel examples and learn why it is important, see Yoast SEO’s article “What is Google’s Knowledge Graph?”