Google first introduced the knowledge panel (“KP”) in 2012, and it has graced the top of Google’s search results ever since. The KP pulls in key facts, pictures, reviews, and even social profiles related to your search query. It’s essentially Google’s way of trying to get you to the information you’re looking for faster, with less clicks and less reading. Because the KP is so visible in Google’s search results, it can be a great branding opportunity for your organization. But how does Google decide when a search query deserves a KP? Where does Google get the information for its KPs?