How does Google's Knowledge Graph work?

Google's Knowledge Graph stores billions of facts about people, places, and things as interconnected entities. It draws information from various sources like Wikipedia, Wikidata, and authoritative websites to understand relationships between entities. This enables Google to provide direct answers, knowledge panels, and contextual information in search results.

How can businesses get included in the Knowledge Graph?

To get included in the Knowledge Graph, maintain consistent NAP (Name, Address, Phone) information across the web, create or update your Wikipedia page, claim and optimize your Google My Business profile, implement structured data markup, build authoritative backlinks, and establish clear entity relationships through your content and online presence.

What's the difference between Knowledge Graph and knowledge panels?

The Knowledge Graph is the underlying database that stores entity information and relationships, while knowledge panels are the visible results that appear in search results. Knowledge panels pull their information from the Knowledge Graph to display facts about specific entities like businesses, people, or places.

Why is the Knowledge Graph important for AI and SEO?

The Knowledge Graph helps AI systems understand context and entity relationships, enabling more accurate and comprehensive responses. For SEO, being included in the Knowledge Graph can improve visibility through knowledge panels, rich results, and better understanding of your content's context and authority by search engines.

Knowledge Graph

Database storing information in a graph structure, connecting entities, facts, and relationships to power SERP features.

Updated September 18, 2025

SEO

Definition

A knowledge graph is a database that stores information in a graph structure, connecting entities, facts, and relationships. Google's Knowledge Graph powers many SERP features and helps AI systems understand context and relationships between different pieces of information.

This structured approach to information storage allows search engines and AI systems to understand the connections between different concepts, enabling more sophisticated and contextual responses to user queries.

Examples of Knowledge Graph

Knowledge panels showing business information
Related entity suggestions in search results
AI systems using knowledge graphs for better understanding

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Terms related to Knowledge Graph

Search Engine Results Page (SERP)

The page displayed by search engines in response to user queries, now featuring AI Overviews in 40%+ of searches, organic results, ads, featured snippets, and dynamic SERP features. The 2025 SERP is more AI-driven and personalized than ever.

SEO

Entity SEO

SEO approach focusing on optimizing for specific entities (people, places, things, concepts) rather than just keywords.

SEO

Knowledge Panel

Information box appearing in Google search results providing factual information about entities like people, places, and organizations.

SEO

Frequently Asked Questions about Knowledge Graph

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