What is a knowledge graph?
A knowledge graph is a structured collection of entities, such as people, places, and organizations, along with the relationships between them. Search engines use knowledge graphs to understand topics and to answer questions directly.
Last reviewed .
How a knowledge graph works
Instead of storing pages, a knowledge graph stores facts and links them. A company connects to its founder, its headquarters, and its products, and each of those connects to other entities in turn.
Google's Knowledge Graph is the best-known example. It helps power features such as knowledge panels, which summarize facts about an entity beside the search results.
Why it matters for your brand
If a system has a clear record of your brand, it can describe you accurately and connect you to the right topics. A weak or confused record can lead to missing or mistaken information.
You can't edit Google's graph directly, though you can claim your knowledge panel and suggest changes. You can also help by keeping facts consistent across your site and trusted profiles, using structured data, and claiming relevant profiles such as a Google Business Profile.
Common questions
What is a knowledge panel?
A knowledge panel is the information box that can appear in search results for an entity, such as a company or person. It draws on facts that Google has gathered from many sources.
How do I get into Google's Knowledge Graph?
There's no application. Google builds entries from the information it finds, so a consistent web presence, structured data, and credible third-party coverage improve your chances.
Is a knowledge graph the same as a database?
It's a kind of database that focuses on entities and how they relate to each other. That structure makes it good for answering questions about connected facts.
Do AI tools use knowledge graphs?
Some systems combine language models with knowledge graphs to ground answers in known facts. How a specific product does this isn't always public.
Want help putting this to work?
Tell us where your marketing stands today, and we'll show you what to do first.