Knowledge graph basics for marketers
A knowledge graph is a database of entities and the relationships between them, such as "Clinic X is located in Business Bay" or "Joel Maldonado founded Neural Command". Google's Knowledge Graph powers knowledge panels and entity understanding. A business can't edit it directly, but it can publish consistent, verifiable facts that feed it.
Entities and relationships
A knowledge graph stores facts as connections between entities:
| Subject | Relationship | Object |
|---|---|---|
| Symphony Clinic | located in | Business Bay, Dubai |
| HydraFacial | is a | cosmetic treatment |
| Joel Maldonado | founder of | Neural Command, LLC |
Each entity has an identifier, so two businesses with similar names stay separate, and facts about one don't leak onto the other.
Google's Knowledge Graph
Google's Knowledge Graph is what powers knowledge panels and much of its entity understanding. You can look up what Google has with the Knowledge Graph Search API, which returns a ranked list of matching entities with names, types, descriptions and a score. Google notes the API is read-only and "not suitable for use as a production-critical service".
What a business can influence
- Its own site: clear About and contact pages, and Organization structured data, which Google says helps it understand your organization's details and tell it apart from other organizations.
- Its profiles: consistent details on Google Business Profile, LinkedIn, directories and industry listings.
- Independent references: press coverage, industry associations and, where it qualifies, Wikidata.
What it can't do is write directly into Google's graph, or buy its way in.
Frequently asked questions
- Can I add my business to Google's Knowledge Graph?
- Not directly. Google builds it from many sources. You can make your facts clear and consistent on your own site, in structured data and on reputable third-party profiles.
- How can I check if Google has an entity for my business?
- Google's Knowledge Graph Search API returns matching entities with an ID and score. Google says the API is not suitable for production-critical use, so treat it as a quick check.