Short answer: A Google Business Profile is a listing that a business with a physical location or service area creates and manages itself. It shows hours, address, reviews and photos, mainly in Google Maps and local results. A Knowledge Panel is generated automatically by Google for entities it recognizes, such as people, organizations and works, from information across the web. You manage a Business Profile directly. You can only suggest changes to a Knowledge Panel once you’re verified.
Side by side
| Google Business Profile | Knowledge Panel | |
|---|---|---|
| Who creates it | The business owner | Google, automatically |
| Who it’s for | Businesses serving customers locally | Notable people, organizations, things |
| Where it appears | Maps and local search results | General search results |
| Can you edit it? | Yes, directly | Only suggest changes, once verified |
| Includes reviews? | Yes | Usually not for people |
Which one applies to you?
- A local business, such as a clinic, law office or shop: a Business Profile is essential.
- An individual such as an executive, author or public figure: a Knowledge Panel is what may appear for your name.
- A professional with a practice: you may have both, a Business Profile for the practice and potentially a panel for you personally.
Common confusion
People sometimes try to create a Business Profile for themselves as a person in order to get a “panel.” That breaches Google’s Business Profile guidelines if you don’t operate an eligible business, and it can get the profile suspended.
Managing each one
- Business Profile: claim and verify it, keep details accurate, respond to reviews professionally. See how to respond to false or unfair reviews.
- Knowledge Panel: get verified, suggest corrections and strengthen your entity signals.
Frequently asked questions
Can a doctor or lawyer have a Business Profile under their own name?
Google’s guidelines allow individual practitioners in some circumstances, with specific rules. Check the current Business Profile guidelines for your situation.
Can I have both?
Yes. A practice may have a Business Profile, and the practitioner may separately appear in a Knowledge Panel.
Which affects my reputation more?
For local services, the Business Profile and its reviews often matter most. For a personal name search, the Knowledge Panel, if there is one, is more prominent.
Related
Request a confidential audit if you’re unsure which applies to you.