Knowledge Graph
Google’s database of entities and their relationships — the basis of knowledge panels and direct answers.
The Knowledge Graph is Google's database of entities — people, places, organisations, products — and the relationships between them. It powers the panel beside some results. Being represented in it comes from consistent, corroborated information across the web rather than from anything you can add to your own site alone.
Definition
Google’s Knowledge Graph is a database of entities — people, organisations, places, products, concepts — and the relationships between them. It is what lets Google answer "who founded this company" without ranking a page that contains the sentence.
Entities are not keywords. A keyword is a string; an entity is a thing with an identity that survives being described in different words, in different languages, on different sites. The knowledge panel beside branded search results is the visible surface of the graph.
Why It Matters
Once a brand exists as an entity rather than a string, Google can connect mentions of it across the web that never link back. That is the mechanism behind branded knowledge panels, and it increasingly governs whether an AI assistant names a brand when answering a question in its category.
Entity status is earned mainly through consistency: the same name, the same description, the same identifiers, everywhere the organisation appears.
Example
The practical route in: publish Organization schema on the homepage with name, url, logo and a sameAs array pointing at the profiles that already describe you — Wikidata, LinkedIn, GitHub, Crunchbase. Those sameAs links are how a search engine confirms that these scattered references are one thing.
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