When a user searches for an entity, Google can do the following:Identify entities in the search query Select a knowledge panel template that matches the entity type Fill in placeholders in the knowledge panel template Merge search results and the knowledge panel in SERPsImages can also appear in knowledge panels, and Google picks them from different resources. If you (or your business) are an entity in a knowledge panel, you can claim the knowledge panel and suggest changes. How to Get a Google Knowledge PanelYou can’t directly apply for a knowledge panel. How to Claim a Google Knowledge PanelIf you see a knowledge panel for your entity, you can claim it by getting verified on Google. Once you see the knowledge panel, click “Claim this knowledge panel” at the bottom.