Knowledge graph
Definition
A structured database of entities, people, places, organizations, products, and the relationships between them, used by search engines and some AI systems to resolve who or what something refers to.
Why it matters
A brand that is cleanly represented in a knowledge graph, correct name, category, relationships to products and people, gives AI systems a stable, unambiguous fact to draw on instead of having to infer it from unstructured text.
Example
Google's Knowledge Graph is what powers the information panel that appears beside search results for a well-known entity.
Related terms
Concepts
Entity
An entity is a distinct thing that search and AI systems recognise, such as a company, product or person, and can link facts to.
Optimization
Structured data
Structured data is markup, commonly schema.org in JSON-LD, that describes the meaning of a page's content in a form machines can read.
Optimization
sameAs (schema.org)
sameAs is a schema.org property that lists other official web pages describing the same entity, such as verified profiles, so that machines can connect them.
Keep learning
What is Knowledge graph?
A structured database of entities, people, places, organizations, products, and the relationships between them, used by search engines and some AI systems to resolve who or what something refers to.
Why does knowledge graph matter?
A brand that is cleanly represented in a knowledge graph, correct name, category, relationships to products and people, gives AI systems a stable, unambiguous fact to draw on instead of having to infer it from unstructured text.
See these terms measured on your brand.
Start with a first audit. We show where you appear, who is named instead, and what to fix first.