Knowledge graph
A machine-held map of things and how they relate: this company, its products, its location, its people. Search engines and AI systems consult one to decide who you are before deciding whether to quote you.
Updated August 21, 2026
You do not edit a knowledge graph directly; you feed it. Consistent naming across your site, matching details in your schema, an imprint that agrees with your footer, and corroboration on independent sources are what turn a name into a recognised entity. Until that happens you are an ambiguous string, and ambiguous strings lose to competitors the machine is sure about.
Related terms
- Entity clarity. How obvious it is what your business is called, what it does and where it operates. Low entity clarity means AI systems leave you out of specific, local or branded answers.
- Structured data (schema). Hidden labels in your page's code that state facts in a machine-readable format, for example that a block of text is your business's name, address and phone number. It removes guesswork for machines.
- Trust signals. Checkable evidence that you are a real, accountable business. This includes an about page, contact and legal details, references or case studies, and claims backed by sources. AI systems favor accountable pages over anonymous ones.