Knowledge Graph

Unlike a traditional web index built from crawled pages, the Knowledge Graph stores discrete facts (a company's founding date, a person's occupation, a product's manufacturer) pulled and cross-verified from multiple trusted sources, which is what powers Knowledge Panels — the info boxes that appear alongside search results for well-known entities. Getting accurately represented in the Knowledge Graph generally requires consistent, verifiable information about an entity across multiple authoritative sources (a company's own site, Wikipedia where applicable, Wikidata, established directories), since Google's confidence in a fact rises with corroboration across independent sources rather than any single claim. The Knowledge Graph's role has grown in importance for AI search, since language models draw on the same kind of structured, verified entity data to reduce hallucination when generating answers.

Example

A growing company adds structured Organization schema to its site and ensures its founding details match consistently across its own site, LinkedIn, and Crunchbase — increasing the likelihood Google surfaces a Knowledge Panel for brand-name searches.

Related terms

• Entity SEO
• Knowledge Panel
• Schema Markup
• Semantic Search