Knowledge Graph explained
A knowledge graph stores entities (things) and the relationships between them — “Company X was founded by Person Y”, “Company X is headquartered in City Z”. Google introduced its Knowledge Graph in 2012, describing the shift as “things, not strings”.
Search engines populate knowledge graphs from many sources: structured data, authoritative databases, Wikipedia and Wikidata where relevant, official websites and other credible sources. They decide what to include and display.
You can’t edit a search engine’s knowledge graph directly, but you can make the underlying facts clear, consistent and corroborated — which is what entity optimization does. Verified entities can sometimes suggest changes to their knowledge panel through the search engine’s feedback process.
Knowledge Graph: an example
When you search a well-known company and see a panel with its logo, founder, headquarters and social profiles, that information comes from Google's Knowledge Graph.
Why it matters for search and AI visibility
Knowledge graphs shape knowledge panels and help systems connect your brand to the right facts and categories.
Last reviewed by the Prisol team.