What Is a Knowledge Panel?
When you search for a company on Google, the box on the right showing company information is a Knowledge Panel. It's also the source Google uses to answer ChatGPT and Perplexity when those AIs are asked about you.
Why It Matters in AI Search
AI doesn't just read websites — it synthesizes information from the Knowledge Graph, Wikipedia, Wikidata, and reliable sources. If you lack sufficient signals, AI won't cite you.
4 Steps to Build a Knowledge Panel
- Website with complete schema.org markup — Organization, Person, Service, etc.
- Wikipedia entry (if sufficiently notable) or Wikidata structured data
- Crunchbase profile for startups and tech companies
- Press coverage from reliable sources — important backing signals
Timeline
There's no guaranteed timeline. MADIAD typically sees results 4-8 weeks after setup, with 2-3 months for Google to confirm.
Frequently asked questions
What is a Knowledge Panel and why is it important for Vietnamese businesses?+
A Knowledge Panel is the information box that appears on the right when you search for a company on Google. It provides verified information about the business, helping AI like ChatGPT accurately recognize the brand, which in turn affects how users search for information about the business.
How can Vietnamese businesses build a Knowledge Panel?+
Businesses need to take several steps, including creating a website with complete schema.org markup, having an entry on Wikipedia or Wikidata, creating a profile on Crunchbase, and obtaining press coverage from reliable sources. MADIAD recommends starting with proper entity footprint building to increase the chances of being verified.
Why do Vietnamese businesses often lack a Knowledge Panel?+
One main reason is the entity recognition barrier, where Google needs to determine that the brand name is unique and notable. Additionally, many references about Vietnamese businesses are only in Vietnamese, making it difficult for Google to verify information in multiple languages.
What is the timeline for seeing results when building a Knowledge Panel?+
There is no guaranteed timeline, but MADIAD typically sees results within 4 to 8 weeks after setup. Google may take 2 to 3 months to verify the information and update the Knowledge Panel.