Suppose you Google an emerging or established public figure (celebrity or influencer) or even a well-recognized and distinguished person in your industry. The search query you submit will likely generate a unique page with prominently displayed boxed features containing text and images. This presentation of a subject on the Search Engine Response Page (SERP) is how Google makes the most authoritative and relevant content about an individual easily accessible. On a mobile device, the entity box will appear at the top of your screen, and on a desktop, it will appear at the top and right of your screen. Called Google Knowledge Panels, these entity boxes contain various algorithmically generated content, some static and some dynamic, but all of it is intended to provide quick facts about the subject.

The static components comprise biographical facts, figures, and images sourced from personal and high-ranking websites, while images and posts from social feeds populate the dynamic components. The most developed and ‘optimized’ panels may include past and current professions, titles, current age, place of birth, relatives, schools attended, academic credentials earned, movies produced, books written, awards won, social accounts, and website links.  Many but not all panels are directly sourced from Wikipedia, IMDb, and Amazon author profiles. Still, anything available in the Google Knowledge Graph (see knowledge-based systems) can populate these entity boxes.