Knowledge Graph
What is Knowledge Graph?
The Knowledge Graph is Google’s database of entities, such as people, places, organisations and things, and the facts and relationships that connect them. Google launched it in 2012 with the phrase “things, not strings”, meaning search would understand real-world things instead of just matching words. It powers knowledge panels and many direct answers in search.
Google gathers Knowledge Graph facts from many sources, including public data, licensed data, websites and information entities provide about themselves, for example through a claimed knowledge panel or Google Business Profile. You can’t submit data to it directly, but you can make your information clear and consistent so Google is more likely to get it right.
Why Knowledge Graph matters for SEO
If Google recognises your business or person as an entity in the Knowledge Graph, branded searches can show a knowledge panel with your logo, description and links, which takes up a lot of space and builds trust.
Entity understanding also helps Google match your content to queries that don’t use your exact words, and it feeds the facts Google’s AI features draw on.
How to get into the Knowledge Graph
- Publish a clear About page that states who you are and what you do.
- Add Organization or Person structured data with sameAs links to your official profiles.
- Keep your name and details consistent across the web, including Google Business Profile for local businesses.
- Earn coverage from authoritative, independent sources.
- If a knowledge panel appears for you, claim it through Google’s verification process to suggest corrections.
Knowledge Graph FAQ
How do I check if I am in the Knowledge Graph?
Search your brand or name and look for a knowledge panel. Developers can also query Google’s Knowledge Graph Search API for an entity.
Is the Knowledge Graph the same as a knowledge panel?
No. The Knowledge Graph is the underlying database; a knowledge panel is one way Google displays facts from it on the results page.
Related SEO terms
An entity is a distinct, identifiable thing, such as a person, place, organisation or product, that search engines and AI models recognise.
A knowledge panel is the information box Google shows for a well-known person, organisation, place or thing, drawn from its Knowledge Graph.
Semantic search is search that matches the meaning and intent behind a query, not just its exact words.
Structured data is code in a standard format that describes a page’s content to search engines, making it eligible for rich results.
Google Business Profile is Google’s free listing for local businesses, shown in Maps and the local pack with hours, reviews, photos and directions.