Knowledge Graph

The Knowledge Graph is Google’s huge database of entities, such as people, places, organisations, products and concepts, and the relationships between them. Google uses it to understand what searches are about and to show facts directly in results, including in knowledge panels.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

What the Knowledge Graph is

Google introduced the Knowledge Graph in May 2012 with the phrase "things, not strings". The idea was to move from matching words to understanding the real-world things those words refer to. Each thing is an entity with its own identity and attributes. For example, the entity "London" has attributes such as population and country, and relationships to other entities, such as the River Thames and the Mayor of London.

Linking entities this way lets Google tell apart things with the same name, such as Mercury the planet, the element and the singer, by looking at context.

Where its information comes from

Google has said the Knowledge Graph draws on many sources, including:

  • Public sources across the web.
  • Licensed data, for things like sports scores and financial information.
  • Open databases. Wikipedia and Wikidata are widely seen as important inputs.
  • Information from entities themselves, such as verified feedback on knowledge panels and business profiles.

Where you see it in search

  • Knowledge panels: the information boxes about people, organisations and places, usually on the right on desktop.
  • Direct answers: facts like a building’s height or a person’s age shown at the top of results.
  • Carousels and lists: for example, films by a director or members of a band.
  • Related searches and entities: suggestions such as "people also search for".

Entity understanding also supports semantic search more broadly and is useful for AI features that need reliable facts.

Why it matters for SEO and AI search

If Google clearly understands your business as an entity, it can connect your website, profiles, reviews and mentions into one picture. That helps with branded searches, knowledge panels and accuracy in AI-generated answers, which rely on solid facts to avoid errors. A well-defined brand entity is a foundation for visibility across search features.

How to help Google understand your entity

  1. Use Organization or LocalBusiness structured data on your homepage, including name, logo, address and links to official profiles using the sameAs property. See schema markup.
  2. Keep facts consistent across your site, Google Business Profile, social media and directories.
  3. Create a clear About page describing who you are, what you do and where you operate.
  4. Earn coverage on reputable third-party sites that describe your organisation accurately.
  5. Check notability honestly. Wikipedia and Wikidata have their own rules, and creating promotional entries can backfire.

Checking your Knowledge Graph presence

Search for your brand name and see whether a knowledge panel appears. Google also offers a Knowledge Graph Search API that developers can use to look up entities and their identifiers. Not every business will have a visible entry, and smaller firms often appear mainly through their Google Business Profile.

Key Takeaways

  • The Knowledge Graph is Google’s database of entities and their relationships.
  • Google launched it in May 2012 to understand things, not strings.
  • It powers knowledge panels, direct answers and entity carousels.
  • Structured data, consistent facts and third-party coverage help Google understand your entity.
  • Clear entity understanding also supports accurate AI-generated answers.

Related Terms

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