Creating a Knowledge Panel: the complete path in 10 signals

The four confidence factors

• Uniqueness - Who exactly is meant? - Signals 0, 1, 2, 4
• Consistency - Do all sources say the same thing? - Signals 3, 6
• Authority - Do independent third parties confirm the facts? - Signals 5, 7
• Trigger - Is there a reason to show the panel - and does it stay? - Signals 8, 9, 10

Signal 0 · Foundational facts (uniqueness)

Before anything is published, we fix the facts that will appear identically everywhere: name and name variants, role, organisation, location, time period, works, a short and a long description, a reference portrait - each fact with a source. Everything else is derived from this; nothing is phrased twice.

Signal 1 · Entity home (uniqueness)

A page on your own domain is the official self-declaration - the place every other source points to and where Google resolves contradictions. We set it up or build it: with a bio, contact details, FAQ and the facts from signal 0.

Signal 2 · Structured data (uniqueness)

A Person or Organization schema as JSON-LD on the entity home, with identifiers (Wikidata, Google Knowledge Graph ID), a sameAs graph, works, organisations and sources. Validated, without plugin conflicts, without duplicates.

Signal 3 · Images (consistency)

Five images in different formats, hosted on your domain, the same portrait on every profile. Google uses image matching for entity resolution - a face that looks the same everywhere is a signal.

Signal 4 · Wikidata (uniqueness)

A clean, sourced Wikidata item without duplicates, with a Google Knowledge Graph ID, works as their own items and your organisation as a linked item. Edited from a disclosed account, every statement with a reference.

Signal 5 · Databases & registers (authority)

Sources Google knows as databases in their own right - matched to the profile type: Crunchbase, commercial registers and LEI for entrepreneurs, Amazon author pages and national libraries for authors, professional registers for regulated professions. In German-speaking markets, registers and chambers are the strongest confirmation there is.

Signal 6 · Profile consistency (consistency)

LinkedIn, Xing, Crunchbase, social profiles: the same role, the same organisation, the same description, the same image - and every profile links back to the entity home. We check every deviation and tell you exactly what to change where.

Signal 7 · Press & appearances (authority)

Editorial mentions, interviews, podcast and stage appearances, association memberships, awards - with the correct spelling of your name and a clear link to your role. No PR portals, no bought placements: they don't count, and we don't count them.

Signal 8 · Search demand & name dominance (trigger)

Your name has to be searched for, and your entity has to own the results page. We measure both and give you the levers that create real demand - through your existing reach, not through bought clicks.

Signal 9 · Claim & upkeep (trigger)

As soon as the panel appears, it is claimed and verified. After that we continuously compare the panel description, image and profiles against the facts from signal 0 and correct any deviation.

Signal 10 · Time & monitoring (trigger)

Google confirms facts across several crawl cycles. We monitor the panel, Knowledge Graph relevance and AI answers (ChatGPT, Gemini, Perplexity) weekly - and step in before a contradiction costs you the panel.

What is not a signal

Wikipedia. An article is a strong signal, but not a necessary one - and without meeting the notability criteria it is a risk. We assess notability honestly and offer Wikipedia as a separate service, never as a prerequisite.

Directory entries and PR portals. Mass entries without editorial review give Google no confirmation. A few fitting databases beat a hundred directories.