Knowledge Graph

The Knowledge Graph is Google’s database of entities, such as people, organisations, products, places and concepts, and how they relate. Google builds it from sources like Wikipedia and Wikidata, official sites, licensed data and structured data on pages. It feeds knowledge panels, the short answers in results, and lets Google understand a query as being about a thing, not just matching strings.

When Google recognises your company as an entity, your brand searches are clearer and safer. Users see consistent facts like name, logo, site and profiles.

Entity understanding helps disambiguate similar names. It can reduce zero-click confusion and improve eligibility for features that summarise facts about your brand.

• Search your exact brand name on desktop. A knowledge panel may appear to the right. On mobile, it can appear as a top card.
• Check that the facts in that panel match your site. Name, logo, website, social profiles, founders or location if relevant.
• If no panel appears, search your brand plus “Wikipedia” or “Wikidata”. If a page exists for your brand, read it for accuracy and sourcing.
• Look in Search Console for branded queries and see if Google autocompletes your name consistently. This is a soft signal that users and sources align.

1. 1

   Publish a clear About page

   Create yourproduct.com/about with your exact legal or trading name, a one line description, logo, headquarters city, founding year and founders. Keep it stable.

2. 2

   Add Organization structured data

   Add JSON-LD Organization markup on the homepage and /about. Include name, url, logo and sameAs links to your official profiles.

3. 3

   Align your profiles

   Use the same name, logo and URL on LinkedIn, X, GitHub, YouTube and other authoritative profiles. Link back to your homepage.

4. 4

   Cite yourself consistently

   Match those facts in press pages, directory listings and documentation. Avoid variant names. Use the same postal address format if you publish one.

5. 5

   Earn corroboration

   Secure coverage or listings on reputable sites that describe your company with the same facts. Update any mismatched entries.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "YourProduct",
  "url": "https://yourproduct.com/",
  "logo": "https://yourproduct.com/static/logo.png",
  "sameAs": [
    "https://www.wikidata.org/wiki/Qxxxxxx",
    "https://en.wikipedia.org/wiki/YourProduct",
    "https://www.linkedin.com/company/yourproduct/",
    "https://github.com/yourproduct",
    "https://x.com/yourproduct",
    "https://www.youtube.com/@yourproduct"
  ]
}
</script>

Test your markup with Google’s Rich Results Test and fix errors. Then keep the About page and profiles current. A good state looks like a knowledge panel that shows your exact name, logo and site, and links to the same profiles you linked in sameAs.

• Creating or editing Wikipedia or Wikidata pages about yourself against their rules. That risks reverts and weakens trust.
• Using different names or URLs across profiles. This splits signals and delays entity reconciliation.
• Stuffing sameAs with irrelevant links. Only add profiles that are truly yours and controlled by you.
• Letting a directory listing or an old site version outrank your homepage for your brand name. Fix titles and links so your homepage is the primary source.
• Changing your logo file path often. Keep one stable logo URL referenced in markup and profiles.