Entities · Glossary
What is Google's Knowledge Graph?
Google's Knowledge Graph is a database of entities and the facts and relationships between them, launched in 2012. It powers Knowledge Panels and helps Google understand what queries and pages are about.
Written by Noor KhanWhy Knowledge Graph matters
Being understood as an entity in the Knowledge Graph strengthens brand searches, can earn a Knowledge Panel, and gives search systems confidence about who you are when deciding what to show or cite.
How Knowledge Graph works
- Google gathers facts from structured data, trusted sources and consistent mentions across the web.
- Entities are connected: a person founded a company, which offers a product, which belongs to a category.
- When facts agree across sources, confidence in the entity grows.
How to apply it
- Publish consistent, factual information about your business on your own site first.
- Add Organization or Person schema with sameAs links to authoritative profiles.
- Keep business details identical across directories and profiles.
Example
Searching a well-known company shows a Knowledge Panel with its logo, founders, headquarters and social profiles, all drawn from the Knowledge Graph.
Common mistake
Trying to force a Knowledge Panel with schema alone. Markup helps, but Google needs corroborating sources it trusts.
Not sure how Knowledge Graph applies to your site? Book a strategy call, request a free gap snapshot, or ask the assistant.