Knowledge graph
Short definition
A knowledge graph is the network of data a search engine keeps on brands, people and places, shown in search as an information panel.
Search a brand name and a panel can appear on the right showing an address, opening hours, a logo and a short description. That panel is fed by the knowledge graph, and it signals that the brand is not just a web page but a recognised entity in the real world.
Getting into a knowledge graph is usually tied to a consistent record on sources such as Wikidata or Wikipedia, plus a verified Google Business Profile and social accounts. Brands whose name, category and relationships stay consistent across these sources are trusted more.
The most common mistake is chasing a Wikipedia page first and skipping the step that actually decides most cases. For most local and mid-sized brands the panel is fed by a verified Google Business Profile and structured data on the site itself, not by Wikipedia, which mainly matters for nationally recognised brands.
Why it matters
Appearing in a knowledge graph sets a brand apart from an ordinary link in search results, and raises its odds of being picked as a reference in both classic search and AI-generated answers.
Illustrative example
A spa chain created a Wikidata record with the right category and links, and an information panel started appearing on the right whenever the brand name was searched.
