Google Knowledge Graph: What it is & why it matters

Optimizing for Google’s Knowledge Graph ensures Google has accurate information about your business, which has implications for your visibility in traditional and AI search.

In this guide, we'll break down what the Google Knowledge Graph is, how Google uses it to surface information in search results, and what you can do to make sure your business is accurately represented.

What is Google’s Knowledge Graph?

Google’s Knowledge Graph is an information database that Google uses to provide factual information in search results pages, so users can get useful information without having to click a result.

The Knowledge Graph contains data about various entities, including businesses, people, places, and websites.

For example, when you search for “apple,” Google is able to display some of that information right within the search engine results page (SERP) (in the knowledge panel):

Key components of a knowledge graph

The main components of any knowledge graph are nodes, edges, and attributes. And the knowledge graph’s schema defines the language and data structure

Let’s dive into each of the three main components to give you a better understanding of how Google may organize and retrieve information.

Nodes

Nodes represent the unique "things" known as entities in a knowledge graph — people, places, organizations, concepts, etc. 

For example, in Google's Knowledge Graph, "Apple," "Steve Jobs," and "iPhone" are all separate nodes that each have their own unique identifier. Those identifiers are critical for distinguishing between entities that share the same name (e.g., “Apple” the company and “apple” the fruit).

Edges

Edges are the connections or relationships between nodes that define how entities relate to each other. 

Essentially, edges give meaning to the knowledge graph’s structure by showing how different pieces of information connect.

In our Apple example, an edge from "Steve Jobs" to "Apple" could be labeled "founded." Another edge that goes from "iPhone" to "Apple" could be labeled "manufactured by."

Attributes

Attributes are the specific properties that describe entities and relationships — they provide detailed information about everything in the knowledge graph.

For the "Apple" node, attributes might include the official company name, the founding date, and the company headquarters.

How does Google’s Knowledge Graph work?

Google’s Knowledge Graph works by getting information from public sources (like Wikipedia), licensed data, and directly from content owners, then storing that information in a knowledge graph format.

When someone performs a search, Google determines whether they want information about a specific entity, and if so, displays this information in the SERP.

The user doesn’t have to name the entity outright. Because Google uses the Knowledge Graph (and various other methods) to determine the underlying meaning of the user’s query. This process is called semantic search.

For example, Google works out that we want the date Apple was founded when we search “when was the iphone company born.”

Google’s Knowledge Graph vs. knowledge panel

Google’s Knowledge Graph is an informational database, whereas a knowledge panel is a part of the SERP that displays information about an entity in Google’s Knowledge Graph.

Knowledge panels may also contain results from other sources to give the user a broad, accurate overview of the entity.

For example, the knowledge panel for “Steve Jobs” includes his birth date (which is sourced from the Knowledge Graph). But it also features results from Google Images and YouTube:

Like other SERP features (non-standard search results), knowledge panels only appear when Google’s algorithm deems them useful.

You can find search terms that trigger knowledge panels with Semrush’s Keyword Magic Tool.

Just enter a term to base your search around into the Keyword Magic Tool.Then, go to “Advanced filters,” select “SERP Features,” check the box next to “Knowledge panel,” and click “Apply.”

You’re now left with keywords that trigger knowledge panels (as of the “Updated” date).

To see the knowledge panel for yourself, click the “View SERP” icon in the “SF” column.

Why optimize for Google’s Knowledge Graph?

Optimizing for the Knowledge Graph increases the chances that Google displays accurate information about your business and that you’re accurately represented in AI answers.

Google’s Gemini AI model is trained on the Knowledge Graph, which means how you’re represented in Google’s database influences whether and how you’re discussed in responses that appear in AI Overviews and AI Mode. 

And because other AI tools draw on many of the same sources Google’s Knowledge Base uses (such as Wikipedia), it’s reasonable to assume that whether and how you’re represented in the Knowledge Graph aligns with whether and how you’re represented in responses from tools like ChatGPT and Claude. 

Beyond AI visibility, optimizing for the Knowledge Graph increases the likelihood of getting a knowledge panel that can:

• Drive clicks to your website
• Increase awareness of your brand
• Equip searchers with useful information about your brand
• Make your brand appear more trustworthy and authoritative
• Help you manage your online reputation

For example, Semrush’s knowledge panel includes a link to our website and demonstrates that we’re a large, well-established company. 

Your ability to get a knowledge panel depends largely on your business’s prominence.So, there’s no guarantee that you’ll get one.

How to optimize for Google’s Knowledge Graph

Follow these practices to help Google clearly understand your business and any related entities:

Claim and edit your Knowledge Panel (if applicable)

Claim any existing knowledge panels about entities you represent (e.g., your business or CEO) — it’s also possible to edit them for accuracy.

To check for relevant knowledge panels, enter your domain and target country into Semrush’s Organic Rankings tool.

Then, go to the “Positions” report.Click “SERP Features,”  hover over “Domain ranks,” and select “Knowledge panel.”

Any resulting keywords trigger knowledge panels that include your domain. So, these panels may represent relevant entities.

To see the panel for yourself, click the “Open SERP” icon alongside any keyword.

If you find a knowledge panel for a relevant entity you want to claim, re-create the search in Google, click the three dots, and select “Claim this knowledge panel.”

Google will then prompt you through their verification process.

If you want to suggest any changes to the panel’s content, click “Suggest an edit” in the panel. You must be logged into the correct account and have your “Web & App Activity” setting on to see this option.

To make changes to a section, click the corresponding flag icon. Then, select the option that best describes the nature of the issue.

Fill in the information in the window that appears, making sure to be as detailed and accurate as possible. Then, click “Submit.”

Google will review your suggestion and decide whether to update your knowledge panel. 

Get featured on Google’s source websites 

Getting featured on Google’s source websites increases your chances of appearing in the Knowledge Graph. 

And when you appear in the Knowledge Graph your chances of being included in AI answers increases. 

These are some of the most commonly used sources, according to Kalicube:

 As a general rule, these are the techniques that’ll help you get noticed online:

• Listing management: This is the process of submitting your information to high-quality directories and keeping your profiles up to date. If you have a local business, use Semrush’s Listing Management tool to streamline the process.
• Review management: Encourage online reviews for your business and respond as appropriate. Our Review Management tool lets you set up automated responses, or you can write custom replies. 
• Digital PR: This is the process of building stories around your brand and getting them told in the press. It can help you get exposure on high-authority websites.
• Social media management: Use platforms like Facebook, X, and YouTube to engage target audiences and help search engines discover your brand. Subscribing to Semrush’s Social Toolkit gives you access to a suite of interconnected tools that can streamline and automate your social media marketing efforts to save you time. 
• Link building: This is the process of getting other websites to link to your website. Use the Link Building Tool to find and contact relevant prospects.

Use structured data for organizations

Implementing structured data (a way of tagging specific pieces of information on your website) helps Google understand the information about your business. 

The most common way to use structured data is by implementing schema markup. For example, Organization schema helps you tag the following pieces of information: 

• Name
• Logo
• Address
• Contact information

For example, schema markup with basic information about Semrush would look like this:

Because the information is clearly marked up, Google will have a much easier time understanding what’s what. And possibly use the information in its Knowledge Graph. 

You can review the structured data on your site with Semrush’s Site Audit tool by going to the Markup thematic report.You'll see an overview of all types of markup your website uses.

Beneath that, you'll see a list of all your structured data items.

If there are invalid items in the list, click the “View all invalid items” button at the bottom of the report. Review and fix each issue.

Sign up for a Google Business Profile (if applicable)

Signing up for Google Business Profile (GBP) — a tool that lets you create and manage local business listings in Google — provides another way to give Google information about your business for its Knowledge Graph.

For example, here’s a Google Business Profile for the Apple Fifth Avenue store:

A Business Profile is very similar to a knowledge panel. Except it contains information that’s more relevant to your local customers (opening hours, popular times, reviews, etc.).

Keeping your GBP up to date is an essential part of local SEO and accurate profiles can help you secure a knowledge panel, too.

Track your visibility online

Track your visibility online (including within AI tools and knowledge panels) with Semrush.

Use Position Tracking to monitor your positions in traditional search, including when you appear in knowledge panels.

And Semrush One lets you monitor how often you’re mentioned and cited in AI-generated answers. 

The AI Visibility Toolkit even lets you view the specific prompts and responses that mention you.

You can access all the tools in the AI Visibility Toolkit and the SEO Toolkit with a Semrush One subscription. Try it for free today.