Glossary
What is the Google Knowledge Graph?
The Knowledge Graph is Google's database of entities and the facts and relationships between them, introduced in 2012 with the phrase "things, not strings". It powers knowledge panels, the boxes of facts shown for people, companies and products. Getting your company into it makes brand searches show a panel.
Where the facts come from
Google combines structured data, licensed databases, Wikipedia and Wikidata, official websites and other sources. For companies, consistent information across the official site, business databases and well-known profiles helps.
Knowledge panels
When Google is confident about an entity, a brand search shows a panel with the logo, description, website, social profiles and key facts. Entities can claim their panel through Google's verification process and suggest corrections.
How to get there
- Mark up your homepage with Organization data, including logo and sameAs profile links.
- Keep company facts identical everywhere.
- Get listed in trusted databases and, if notable, covered by independent sources.
- Claim the panel when it appears.
Example
A startup searches its name and sees no panel. After adding Organization markup, linking official profiles and getting consistent profiles on major databases, a panel appears for its brand search a few months later.
FAQ
How do I get a knowledge panel?
There's no application form; Google creates panels for entities it's confident about. Consistent, structured, widely cited information helps.
Can I edit my knowledge panel?
After verifying through Google, you can suggest changes.
Is the Knowledge Graph used by AI Overviews?
Google's AI features draw on its index and knowledge systems; consistent entity data helps accuracy.
Sources
- Google: Introducing the Knowledge Graph
- Google Search Help: Get verified on Google (knowledge panels)