A knowledge panel will appear when Google recognizes an entity in a user’s search query. An entity, or a named entity, is a single, well-defined thing or concept. You can use specific identifiers like @ids or URIs to define objects in your web content as distinct entities with their own properties and relationships to other entities. Once defined, you can link them to Google’s Knowledge Graph using structured data. Once you’ve achieved a Knowledge Graph, your entity will receive a unique URL defining it as a part of Google’s Knowledge Graph. This can be found by clicking the share button beside the entity’s name. Within your homepage markup, you can then use sameAs to link your organization to the knowledge graph URL, creating another credibility loop for your brand. Link the information on your website to other entities in other knowledge graphs with high E-E-A-T like Wikipedia pages. For example, you can support local search for your brand or local business by using the areaServed property to link to the Wikipedia page for that city, region, or country. Knowledge graphs, more generally, represent the linking of information and data across the web, which allows search engines to contextualize the content you mark up on your website.  The information shown in knowledge panels comes from sources trusted by search engines to have high E-E-A-T. These sources include Wikipedia, Wikidata, LinkedIn, Facebook, and many others. If Google is confident that this information is correct, it is stored in its knowledge graph.