What is a knowledge graph?

By the Variask team · Updated

Definition

A knowledge graph is a database of entities, such as companies, people, products and places, and the relationships between them. Search engines and AI systems use knowledge graphs to understand who is who and what is what.

Also called Entity graph

How knowledge graphs are used

Google's Knowledge Graph powers knowledge panels and helps connect a brand name to the right company. AI systems draw on similar structured knowledge, plus sources like Wikidata, to tell apart companies with similar names and to recall facts such as founders, headquarters and products.

What it means for brands

  • Use the same name, description, logo and links everywhere: your site, social profiles, directories and press.
  • Add Organization structured data with sameAs links to your official profiles.
  • Publish a clear about page and keep business listings accurate.

Questions

Knowledge graph:
common questions

There is no form to submit. Consistent information, structured data and coverage on trusted sites make it more likely that Google recognizes your brand as an entity.

Related terms

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Disciplines

Entity SEO

Entity SEO is making sure search engines and AI models clearly understand who your brand is, what it does and how it relates to other things, such as products, people, places and topics.

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Technical

Structured data

Structured data is code added to a page, usually JSON-LD using the Schema.org vocabulary, that describes its content in a machine readable way, such as a product's price, an article's author or a company's logo.

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How AI search works

AI hallucination

An AI hallucination is a confident statement from an AI model that is false or not supported by any source, such as a wrong price, a feature that does not exist or an invented quote.

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Measurement

Unlinked brand mentions

Unlinked brand mentions are places on the web where your brand is named without a link to your website. AI models learn about brands from these mentions, so they count even without a link.

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Full glossary