Definition
Google's Knowledge Graph is a massive structured database that connects entities (people, places, businesses, concepts) to one another. Launched in 2012, it enables Google to understand facts and relationships between things, not just keywords. The Knowledge Panel is the visual card that appears to the right of search results (on desktop) when Google identifies an entity. It presents key information: description, images, key facts, links to social networks. Appearing in the Knowledge Graph significantly strengthens a brand's visibility and credibility.
Key Points
- The Knowledge Graph connects billions of entities and facts
- Schema.org structured data helps Google identify entities
- Being present on Wikidata, Wikipedia, and Google My Business promotes Knowledge Panel appearance
Practical Examples
Company Knowledge Panel
When a user searches for 'LemmiLink', a Knowledge Panel can display the logo, description, website, social networks, and reviews, increasing visitor trust.
Entity in the Knowledge Graph
By using Schema.org structured data (Organization, Person) and being referenced on Wikidata, a company can trigger the appearance of its Knowledge Panel.
Frequently Asked Questions
Google needs to identify your brand as an entity. Use structured data, create a Wikidata page, ensure information consistency across all platforms, and claim your Google My Business listing.
Yes, you can claim your Knowledge Panel via Google Search and suggest modifications. Google will verify your rights before applying changes.
Go Further with LemmiLink
Discover how LemmiLink can help you put these SEO concepts into practice.
Last updated: 2026-02-07