If you’re running a local business, showing up on Google isn’t optional—it’s survival.

You’ve probably seen Google Knowledge Panels and Google Business Profiles (GBPs) pop up in searches, but do you really know the difference?

Most business owners don’t. Knowing how to leverage these tools can mean the difference between getting found by customers or losing them to competitors. Let’s break it down.

What Are Google Knowledge Panels?

A Google Knowledge Panel is a prominent information box or set of boxes that appear in search results, providing a snapshot of key facts about a specific entity, such as a person, place, organization, or thing.

The panel can include multiple sections, such as images, descriptions, related facts, and links, depending on the type of entity and available data.

The content is sourced from trusted references like Wikipedia, official websites, and other authoritative sources and is organized using Google’s Knowledge Graph.

A good example of a Google Knowledge Panel is that of my friend Anthony Hilb, who runs a lawn care and landscaping company in Bloomington, Indiana.

Types of Knowledge Panels include:

1. Local Business Knowledge Panels: Display information about a business, including name, address, phone number (NAP), hours, reviews, and services. These are often pulled from Google Business Profiles.
2. Brand/Organization Knowledge Panels: Represent a company or organization, typically drawing data from authoritative sources like Wikipedia or official websites.
3. Personal Knowledge Panels: Focus on individuals, often public figures or entrepreneurs, highlighting biographical details, achievements, and associated projects.
4. Topic or Concept Knowledge Panels: Provide educational information about a topic or concept.
5. Event or Location Knowledge Panels: Showcase details about events, landmarks, or specific locations.

What Are Google Business Profiles?

Google Business Profiles are tools for businesses to manage how they appear in local searches and on Google Maps. They are a critical foundation for Local Business Knowledge Panels, and for many local businesses, they essentially function as local Knowledge Panels.

Take, for example, Wirefox Electric, an electric company serving homeowners in Odenton, Maryland. They have a Google Business Profile, making them appear in local searches.

Master Touch Outdoor Living, which provides swimming pool services in Broward and Palm Beach counties, also has a Google Business Profile, which helps it rank in local searches.

Key features of Google Business Profiles include:

• Accurate business information (NAP, hours, and services).
• Customer reviews and ratings.
• Call-to-action buttons like “Call,” “Get Directions,” or “Visit Website.”
• Photos, videos, and updates.

Similarities Between Knowledge Panels and Google Business Profiles

1. Prominent Display: Both appear prominently in search results and aim to provide users with concise, actionable information.
2. User Interaction: Both allow customers to interact through reviews, FAQs, and contact options.
3. Claimable: Businesses or individuals can claim and manage both to ensure accuracy and relevancy.

Differences Between Knowledge Panels and Google Business Profiles

1. Scope: GBPs are specific to businesses and focus on local visibility.
   Knowledge Panels can represent broader entities, including individuals, organizations, and topics.
2. Customization: GBPs allow business owners to make direct updates.
   Knowledge Panels primarily pull information from authoritative sources and are less customizable.
3. Search Intent: GBPs are designed for transactional or local intent (e.g., finding a plumber near you).
   Knowledge Panels serve informational intent, offering context about an entity.
4. Appearance: GBPs include action-oriented buttons (“Call,” “Book”).
   Knowledge Panels focus on contextual or educational information.

Why Google Business Profiles Are Local Knowledge Panels

For local service businesses, GBPs effectively function as local Knowledge Panels because:

• They consolidate critical business details in one easy-to-access place.
• They drive direct actions like calls, bookings, or directions.
• They are foundational for local SEO and “near me” searches.

Prioritizing Efforts for Local Service Businesses

For most local service businesses, the Local Business Knowledge Panel derived from your Google Business Profile is the most critical. This is where you’ll get the most immediate ROI in terms of visibility and customer engagement.

• Start with GBP optimization: It’s the gateway to appearing in local search and Maps.
• Expand into Brand Knowledge Panels: If your business operates at a larger scale or across multiple locations, building a strong online presence can lead to a broader Knowledge Panel.
• Consider Personal Knowledge Panels: If the business owner is a public figure or thought leader, this can boost credibility and trust.

Final Thoughts

Google Business Profiles and Knowledge Panels are essential tools for local service businesses looking to dominate local search results. While they share similarities, understanding their differences allows you to focus your efforts strategically.

Dennis Yu

Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations. He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications. Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries. Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.

View all posts