Definition

The knowledge graph is a database that organises information into entities (people, places, organisations, products) and relationships between them. Google launched its Knowledge Graph in 2012; it powers the knowledge panels shown on the right of results and now feeds AI overviews and LLMs.

Why it matters

• Showing in the knowledge panel boosts trust and click-through
• A well-identified entity is more easily quoted by generative AI (GEO)
• The knowledge graph indirectly protects the brand by anchoring an official reference

How to reinforce your knowledge graph presence

• Implement complete Schema.org Organization markup
• Keep NAP (name, address, phone) consistent across the web
• Build presence on Wikipedia, Wikidata, authoritative directories
• Strengthen EEAT signals
• Invest in entity SEO