Many professionals confuse Google Knowledge Panels with Google Business Profiles (formerly Google My Business). While they look similar, they are fundamentally different — and understanding the distinction matters.
Google Business Profile
A Google Business Profile is a self-managed listing that any business can create for free. It appears in local search results and Google Maps.
Key characteristics:
Example: When someone searches "dentist near me," they see a list of Google Business Profiles with maps, reviews, and contact info.
Google Knowledge Panel
A Google Knowledge Panel is a Google-generated information box that appears for notable entities. You cannot simply create one — Google must recognize you as notable.
Key characteristics:
Example: When someone searches "Elon Musk" or any recognized public figure, the Knowledge Panel appears on the right side with their photo, bio, and key facts.
The Critical Difference
Here is the simplest way to understand it:
Can You Have Both?
Yes, and you should. They serve different purposes:
Which One Do Most Professionals Have?
Almost every professional with a physical location has a Google Business Profile. Very few have a Knowledge Panel.
This is where the opportunity lies. While your competitors are all fighting for the same Google Business Profile rankings, you can differentiate yourself with a Knowledge Panel that positions you as the authority in your space.
How to Get a Knowledge Panel
Unlike a Business Profile, you cannot just sign up for a Knowledge Panel. You need:
The process typically takes about two months of strategic effort.
The Bottom Line
A Google Business Profile is table stakes — every business should have one. A Google Knowledge Panel is the differentiator that sets you apart from every other professional in your space.
If you want to be found, get a Business Profile. If you want to be recognized as an authority, get a Knowledge Panel. Ideally, get both.