Google Knowledge Graph
The Google Knowledge Graph is Google's store of facts about people, places, companies and things, and how they connect.
The Google Knowledge Graph is Google's own store of facts about entities, such as people, places, companies and products, and the links between them. It's one example of a knowledge graph, and the one that matters most to anyone who wants Google, and Google's AI answers, to get their facts right.
Google introduced it in 2012. It's where the knowledge panels beside Google's results come from.
Is your brand in it?
You can't see the whole graph, but you can look yourself up. Google's Knowledge Graph Search API lets you search it for an entity by name. If your brand comes back, with the right type and description, Google knows you as a distinct thing. If it doesn't, or it returns another business with your name, that's worth fixing.
For example, if a search for "Harrow & Pine" returns a furniture shop in another country and not the coffee equipment brand, Google may struggle to tell the two apart.
How you get in
There's no form for it. Google builds the graph from sources it trusts, so the work is the same as for any knowledge graph. Describe your business the same way everywhere, add Organization structured data to your site that links your official profiles, keep a Google Business Profile if you serve people in person, and get described on reference sites such as Wikidata if you meet their rules.
Why it matters for AI answers
Google's AI Overviews and AI Mode sit inside Google Search, and Gemini is Google's too. When Google is sure who you are, it's easier for any of them to connect what's said about you across the web, and harder to mix you up with someone else.