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Google Knowledge Panel

The Google Knowledge Panel displays information about your local business including location, hours of operations, and reviews. From the knowledge panel, you can access a company’s website, address, and phone number. One of the most popular aspects of a knowledge panel is access to photos.

Are you taking advantage of this amazing Google solution for small businesses? What if I told you the knowledge panel is absolutely free to the business owner and is one of the most important ways to promote your business on Google.

So where does the Google Knowledge Panel come from? All information in the Google knowledge panel comes from your Google My Business listing. Google My Business or “GMB” for short is a powerful tool that you have complete control over – except for reviews. Let’s take a closer look at the different components of the Knowledge Panel.

What the Knowledge Panel Contains

Your knowledge panel includes a variety of information designed to help customers access the most basic and important details about a business. This includes but is not limited to the following.

Basic Business Information

As your information loads, you’ll notice images of your business appearing at the top. These images are essential for showing off your local business and attracting individuals to explore your information.

Website Access and Directions

At the top of your listing, Google provides a quick link to the business website and directions. This is ideal for those looking up information about your business on their mobile device. Directions will come up using Google Maps.

Reviews

Due to Google’s extensive review engine, online reviews have grown in popularity and are showcased near your business name. Browsers can see a total composite review score or click through and read individual reviews.

Business Information

After the initial links and information are shared, Google provides access to the most important business criteria such as hours of operation, address, and phone number. This contact information makes it easy for customers or potential customers to find or contact the business.

Additional Content

After seeing important business information at the top of the panel, users can see questions and answers, posts, and more. This additional content is helpful for learning more about the business and discovering additional facts.

How to Optimize Your Information

The best way to take advantage of the panel is to complete as much information about your business as possible. This is easy to do. In fact, once you’ve claimed your Google My Business listing, you can edit your details directly from search results.

Google added this feature for account owners who are logged in – making it even easier to fully edit your listing. This editing panel also highlights the latest features of the Knowledge Panel so you can keep customers information.

Once you’ve added all of the basic information about your business including: address, phone, web URL, hours, etc., its time to think about further optimization.

What You Should Update

There are three areas that require ongoing optimization in your knowledge panel. They include:

Operational dates and hours

Throughout the year, consider updating your hours and/or adding special hours. Are you closed for New Years? What other holidays will your business be closed or have different hours of operation? Keep this information updated and accurate so customers know when you’re open.

Photos

Business or customer photos are a great way to provide insight into your business. Unfortunately, not enough business owners take full advantage of this feature. As a result, they often lose potential customers to their competitors. Make it a habit to update photos in your Google My Business account on a weekly or monthly basis.

Business Updates

Since the sunsetting of Google Plus, Google has expanded the information included in search results. Through Google My Business, you can share business updates on your Panel. Making regular posts through Google My Business is an essential part of any organic optimization strategy.

Now is a great time to improve the information about your business being shared on search results. The obvious place to start is with Google. Once you complete your online profile, other sites, mainly data aggregators, will validate business information against what you’ve provided – this is why having an accurate and up to date listing is so important.

If you’re looking for a way to increase your online visibility, give us a call. Our team has extensive experience with Google My Business, the Knowledge Panel, and search results. Contact us here.

Michael Fleischner

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Corine RigbyCorine Rigby
SEO Specialist

Corine Rigby is the technical heart of Big Fin SEO’s search engine optimization practice. From deep-dive audits to link acquisition strategy, Corine brings precision and insight to every project, helping clients rank higher and stay visible in an ever-changing search landscape.

What do you do at Big Fin SEO?

At Big Fin SEO, I work behind the scenes to help our clients’ websites sail smoothly and rank higher. From deep-dive technical SEO audits and onsite optimizations to strategic keyword mapping, I make sure everything’s shipshape. I also lead our link acquisition efforts to help boost domain authority and increase organic visibility, so our clients stay ahead of the current.

What do you like about working at Big Fin SEO?

I really enjoy the collaborative vibe and the chance to make a measurable impact on our clients’ growth. It’s rewarding to be part of a tight-knit crew that values both smart strategy and solid execution, and where every win feels like a team victory.

When you go to the beach, what do you love to do?

I love walking along the shore collecting shells, soaking in the sound of the waves, and watching the sunset. It’s the perfect reset.

Laura AyresLaura Ayres
Chief of Operations

Laura Ayres is the operational backbone of Big Fin SEO, ensuring that every client engagement runs on time, on budget, and above expectations. As Chief of Operations, she oversees the day-to-day functions of the agency, supports account managers in delivering standout results, and keeps the entire crew aligned and moving in the same direction.

Before joining Big Fin SEO, Laura served as Executive Director at The CIO Initiative, a leadership organization dedicated to advancing senior technology executives. She held that role for nearly six years across two tenures, developing deep expertise in organizational operations, stakeholder management, and executive-level program delivery.

Background

  • Chief of Operations, Big Fin SEO (current)
  • Executive Director, The CIO Initiative (2018–2021, 2023–2025)
  • Experienced in operations leadership, account management, and team development

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What do you do at Big Fin SEO?

As Chief of Operations at Big Fin SEO, I’m the one making sure the ship runs smoothly. I support our account managers in delivering standout results for clients, assist with day-to-day operations, and help keep everything sailing in the right direction. My role touches nearly every part of the business, ensuring we stay efficient, effective, and ready to ride the next wave of growth.

What do you like about working at Big Fin SEO?

The people, hands down. Our crew is smart, supportive, and genuinely fun to work with, and the same goes for our clients. Big Fin SEO is the kind of place where collaboration, flexibility, and good vibes come naturally. It makes every day feel purposeful (and just a little bit fun, too).

When you go to the beach, what do you love to do?

The beach is my favorite place; it energizes me. When I go, I love to lay in my favorite chair and watch the ocean while my daughter builds sand castles at my feet. Then as a family, we walk the shore to collect shells.

Michael FleischnerMichael Fleischner
Founder & CEO

Michael Fleischner is a digital marketing entrepreneur with more than two decades of experience helping businesses grow their online visibility. He founded Big Fin SEO in 2014 after seeing firsthand that agencies were being asked to deliver services they could not staff, and businesses were being sold SEO programs that produced reports but not results.

Today, Big Fin operates as a white-label GEO and SEO fulfillment partner for marketing agencies nationwide, helping over 1,000 brands achieve measurable search visibility without building internal teams. Michael leads strategy across the agency’s GEO, SEO, paid search, and website development programs.

Credentials & Recognition

  • TEDx Speaker, “The Freelance Journey”
  • Author of SEO Made Simple, The 7 Figure Freelancer, Local Marketing Made Simple, and Blogging Made Simple
  • Featured on the TODAY Show and in USA Today
  • President, American Marketing Association Professional Chapters Council (2022–2023), representing 15,000+ marketers across 70+ chapters
  • Executive Producer, “The Strange” (feature film)
  • Founder, CapitalQuest AI

LinkedIn Profile  |  Media Kit

What do you do at Big Fin SEO?

As Captain and CEO at Big Fin SEO, I navigate our skilled crew through the ever-changing tide of digital marketing solutions. My role involves charting a strategic course, anchoring solid client relationships, and ensuring we stay ahead of industry currents to reel in outstanding results.

What do you like about working at Big Fin SEO?

What I enjoy most about Big Fin SEO is our vibrant, collaborative crew. It’s rewarding to see our combined efforts help businesses ride the waves of online growth, helping them make a lasting impact. Watching our clients elevate their online visibility, expand their reach, and net significant revenue through the strategies we deploy is deeply gratifying.

When you go to the beach, what do you love to do?

At the beach, I love to explore the shoreline, relax under the sun, and dive into a captivating book. I’m always on the lookout for fresh inspiration, particularly anything that resonates with our shark-inspired branding or reminds me of adventures on the open sea!