GEO glossary

Knowledge graph

Knowledge graphs are databases that store real-world entities, such as people, companies, places and products, with facts about them and the relationships between them. Google's Knowledge Graph, launched in 2012, held over 500 billion facts about five billion entities by 2020 and supplies the facts in knowledge panels.

Reviewed by Gareth Hoyle, Managing Director
Last reviewed 31 October 2026

What is Google's Knowledge Graph?

Google introduced its Knowledge Graph on 16 May 2012 under the phrase 'things, not strings'. At launch it held more than 500 million objects and 3.5 billion facts, drawn from sources including Freebase, Wikipedia and the CIA World Factbook. Its first job was working out which thing a search meant, such as Taj Mahal the monument or Taj Mahal the musician.

Google says the facts are gathered automatically from hundreds of web sources and from open and licensed databases. They appear in knowledge panels, the boxes of facts shown beside results for a person, organisation or place.

Why it matters for entities and AI search

Each entity in the graph has a stable identity, so Google can connect a company to its founders, location and products however the name is written. When Google announced AI Mode in March 2025, it said the feature could tap into real-time sources like the Knowledge Graph. Assistants without Google's graph still have to work out which company a name refers to, using training data and the pages they retrieve. A clearly defined brand is less likely to be confused with a similarly named one.

Can you influence the Knowledge Graph?

There is no form for adding an entity, but you can make your facts easy to collect and confirm.

Claim your knowledge panel through Google's verification process to suggest changes
Add Organization structured data with your logo and sameAs links to official profiles
Keep your name, address and founding details identical across profiles and directories
Report wrong facts with the Feedback link on the panel
Manage local business details through Google Business Profile