After auditing hundreds of local businesses, I’ve found that most are only aware of their Google Business Profile and have no understanding of what a Knowledge Panel is.

Let’s break down what each does and why they matter.

What Is a Google Knowledge Panel?

A Knowledge Panel is Google’s verified summary of a person, brand, or business. It comes from structured data and trusted third-party sources—not what you manually type in.

What shows up depends on how Google sees your authority:

• Name, bio, company, and links.
• Associated people and entities.
• Locations.
• Media and profiles across the web.

Google assembles this using its Knowledge Graph. You can’t buy one or apply but it has to be earned through credibility and consistency.

My friend Anthony Hilb, a lawn care business owner in Bloomington, Indiana, has a Knowledge Panel. We helped him structure his online presence, clean up listings, and tie his name to authoritative sources. That’s why Google recognized him, not because of ads or SEO tricks.

Richard Canfield, our client and a financial strategist, received his Knowledge Panel within a year. He posted this after it finally showed:

“It’s nice to see this project within a year in the making finally take hold. Thanks to Dennis Yu and his team for making it a reality… and for putting up with my contact questions. Also thank you Caleb Guilliams for the introduction to Dennis in the first place.“

We have a separate article that can help you on “How to Get a Google Knowledge Panel (Even If You’re Not Famous).”

What Is a Google Business Profile?

Your Google Business Profile is your listing on Maps and local search. It shows basic contact info and makes it easy for people nearby to find and contact you.

Here’s what shows:

• Name, address, phone.
• Business hours.
• Services.
• Photos and videos.
• Reviews.
• Buttons for call, directions, and website.

You manage this through Google Business Manager.

Take, for example, Ad Astra Softwash, a washing company in Lenexa, Kansas. They have a Google Business Profile, making them appear in local searches.

Litsey Heating and Air, one of our clients, has a Google Business Profile, which helps them rank when people search for terms like “HVAC contractor in Louisville, Kentucky.”

Key Differences: Google Business Profile vs. Knowledge Panel

You Need Both

The GBP gets you traffic. The Knowledge Panel earns you trust.

If you only focus on one, you leave an opportunity on the table.

Master Touch Outdoor Living, a pool services company in Florida, ranks well because its GBP is active, with reviews, photos, hours, and consistent updates. But they’re also working on building out articles, PR, and data consistency to qualify for a Knowledge Panel. That’s how you own your space long-term.

Next Step: Run the Quick Audit

Get a Quick Audit to see what’s missing on your GBP or what you need to build a Knowledge Panel.

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.

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