How to Optimize Corporate Knowledge Panels

For years, Google prioritized person entities in knowledge panels. Now, corporate entities are getting their moment with newly upgraded knowledge panel cards that dominate brand SERPs through:

• Prime positioning at the top of results
• Significant SERP real estate occupation
• Highly visual, colorful presentation

Without these elements—or worse, without any knowledge panel—your brand misses crucial validation for bottom-funnel prospects seeking Google's stamp of approval.

Essential Corporate Knowledge Panel Components in 2025

Let's cover it all.

New Features (2025)

• Horizontal Knowledge Panel Cards - Previously only available for person entities, now attainable for corporations
• Vertical Knowledge Panel Cards - Replacing traditional attributes on the right rail
• Filter Pills - Recently expanded to corporations, creating topical vertical brand SERPs

Traditional Components Worth Optimizing

• Descriptions
• Attributes
• Key people
• Social profiles
• Store ratings
• Reviews and ratings
• Video reviews
• Videos from your channels
• Trust scores
• Trending entities
• Related entities
• People also search for
• AI Overviews

Horizontal Knowledge Panel Cards: The New SERP Prize

These top-rail cards now accessible to corporations typically feature:

• 4-6 photos (left side) - Optimizable through image SEO
• Entity website homepage (center) - Another reason for homepage optimization
• Dynamic customer-centric content (right side) - Videos, articles, contact info, login pages

How to Trigger Horizontal Knowledge Panel Cards

You need at least two of these elements:

1. Strong entity home
2. Consistent visuals across your digital ecosystem
3. Active social media presence
4. Regular news mentions
5. Established knowledge graph attributes (founders, founding date/location)

Vertical Knowledge Panel Cards

These new right-rail cards replace traditional attributes like founders, customer service, and organizational relationships. Currently triggering unpredictably and appearing more frequently on mobile.

Filter Pills

Previously limited to person entities, these alternate topical vertical brand SERPs became available to corporations in 2025 when Google identifies relevant ontologies.

Company Description Optimization

While Wikipedia descriptions still dominate, we're seeing:

• Non-Wikipedia sources successfully competing for description placement
• Increased prevalence of website-sourced descriptions
• The importance of clear, well-organized "About" sections

Attributes

Google selectively displays attributes it considers accurate and relevant. For best results:

• Clearly state key attributes in your "About" section
• Link to corroborating information from official sources

Key People Integration

Google increasingly displays C-level executives with knowledge panels, especially for financial institutions. This highlights the importance of:

• Personal brand optimization for company leaders
• Recognizing the fourfold increase in people knowledge panels (2023-2024)
• Special focus on YMYL corporations

Social Profile Management

Google displays up to four social profiles on desktop and five or six on mobile, with selection based on:

• Follower counts
• Content volume
• User-generated content
• Engagement metrics

Warning: Multiple accounts on the same platform for different audiences may confuse Google. Clearly map profile-to-audience relationships on your website.

Shop Ratings & Reviews

For companies closely tied to their stores, Google displays:

• Store ratings linking to a Google Store Page
• Reviews from multiple platforms (ScamAdvisor and SiteJabber lead)
• Video reviews for product-centric companies

This underscores the need for proactive reputation management, especially for user-generated content.

Policy Attributes

Google displays shipping terms, payment methods, and return policies when it understands them clearly. Ensure policies are accessible and well-structured on your site.

Video Integration

Companies with active, engaging video content on social channels can earn valuable SERP real estate through the "Videos from" section.

Entity Relationships

Google showcases related entities through:

• Trending entities - Likely influenced by search volume
• Related entities - Determined by relationship strength and relevance
• People also search for - Your direct competitors according to Google

Changing the "People also search for" section is particularly challenging, often taking a year or more as it requires shifting your company between cohorts in Google's Knowledge Graph.

AI Components

• AI Overviews - Appear when knowledge panels trigger (except with horizontal cards)
• AI-driven multi-source descriptions - Currently for person entities but expected to expand

The latter development suggests optimizing descriptions across all platforms will become essential, as Google increasingly uses Gemini to combine multiple sources.

Business Impact of Knowledge Panels

Knowledge panels aren't mere vanity metrics—they influence:

• Client retention through strong brand image
• Prospect conversion
• Business partner impressions

Your knowledge panel is Google's stamp of approval for your highest-value audience segments, directly impacting growth and profitability.

As Google's knowledge algorithms remain in flux—with AI-generated descriptions now serving as synthetic data—the longer you delay optimization, the harder it will be to maintain control over your brand's knowledge panel visibility and influence.