7 Steps to Getting in Google's Knowledge Graph

What is Google’s Knowledge Graph?

Google’s Knowledge Graph is Google’s database of entities and the relationships between them. Google uses it to show facts directly in search results, most visibly in the Knowledge Panel that appears beside results for a company, person, or place.

How does the Knowledge Graph affect AI answers about your brand?

Google’s Knowledge Graph gives Google a settled set of facts about your company, and AI answers use that information to understand your brand, which can influence when it surfaces your business in AI Mode or AI Overviews.

To keep those answers accurate:

1. Search your brand the way buyers do. Note how Google shows your name, logo, and profile links, and what AI Overviews and ChatGPT say for searches like “[brand] reviews” or “[brand] vs. [competitor].”
2. Fix the facts at the source. Make your Organization schema, About page, Wikidata entry, and social profiles give the same name, founding details, and links.
3. Track how AI describes you. Your team can use OmniSEO®, WebFX’s AI search visibility platform, to see how AI engines describe your brand and which competitors are cited beside you. When an answer gets a fact wrong, check the sources it cites and correct those first.

How to get in Google’s Knowledge Graph

First, decide which entity you want Google to understand: Your company, a founder, or a product. Then search its name and note what Google already shows.

To start, follow these steps.

1. Earn a Wikipedia page if you qualify

Wikipedia is one of the most widely used reference sources on the web, and Knowledge Panels often show a Wikipedia description.

A Wikipedia page isn’t required, though. Wikipedia’s notability rules call for independent coverage, and articles written to promote a company are often removed.

If your company, founder, or product already has press coverage, an accurate Wikipedia article can help Google confirm who you are.

2. Create a page on Wikidata.org

Wikidata is Wikipedia’s structured-data sister project. It stores facts like an organization’s founding date, headquarters, and official website as machine-readable entries.

If Wikidata seems a little too “out there” — it’s a data science site, after all — it’s not essential to use.

3. Create social media profiles

If you don’t already have them, create appropriate social media profiles for yourself, your company, and any other entity you want to promote via the Knowledge Graph.

These will come in handy later since Google shows social profile links in Knowledge Panels. List each profile in your website’s Organization schema with the sameAs property so Google can connect them to your entity.

You should create profiles on:

• Facebook
• X (formerly Twitter)
• Pinterest
• LinkedIn

You can use other platforms, too, but these are the big four social networks that’ll show up in Knowledge Graph results.

4. Implement Schema markup on your site

Schema markup makes it easier for search engines and AI systems to read the pages on your site. For the Knowledge Graph, start with Organization markup on your home page, which Google says can help it disambiguate your organization in search results.

Schema is a little tricky to start using, but once you implement it correctly, it helps Google properly organize the information on your site. That gives you an advantage in search results — especially entity features like Knowledge Panels.

You may feel like you’re spoon-feeding information to Google, and you’re pretty much right. But by making that information easy to find and organize, you can get a major leg up over your competitors.

5. Content and format

When you’re writing the page you want to show up in the Knowledge Graph, it’s critical that you write for your audience — not Google’s algorithm.

Google values information that’s written for human readers since it’ll be the most helpful to their users. When you create content with your reader in mind, you’re much more likely to get Google’s attention.

That content should include:

• A one-sentence explanation of your person, company, or concept
• Supplemental information about who or what it is (1200+ words)
• Links to related pages on your site
• Images, graphics, or videos representing your topic

This may seem excessive, but that’s because it’s what it takes to be the absolute best result for any given query.

Google’s Knowledge Graph looks for exceptional information on topics. If you’re providing average or sub-par information, Google won’t defer to you.

So in order to get your content on Google’s Knowledge Graph, you have to do more than your competitors. You have to be the best.

6. Keyword use

All content needs to use keywords to show up in Google search results.

Keywords aren’t quite as influential as they were several years ago. For the Knowledge Graph, consistent naming matters more: use your entity’s official name the same way everywhere it appears.

Your keywords should show up in the following places:

• URL
• Title tag
• Meta description
• Image names and alt descriptions
• H1
• Introduction, body, and conclusion paragraphs

With that in mind, you don’t want to stuff your content full of keywords. That’ll make your page appear to look like spam, and Google never promotes spam.

7. Promote your content

Now that you have an outstanding page full of useful information, start promoting it.

You can start by requesting indexing with the URL Inspection tool in Google Search Console.

You can also promote your page through your social media profiles, or even run paid ads to generate some early buzz before your page starts to rank.

Mentions on other trusted sites confirm the facts you publish.

As part of a broader AI search optimization program, Thompson Tractor built authoritative links that strengthened its brand and entity signals and earned placements in the sources Google AI Overviews cited. It saw a 136% increase in visibility in Google AI Overviews.

Eventually, Google will crawl your page. When it does, it’ll see the excellent content you’ve produced and the concise explanation of your concept.

Clear, consistent entity information helps Google understand your organization, but no step guarantees a Knowledge Panel.

More tips for getting in the Knowledge Graph

To get in the Knowledge Graph, you need to streamline your content.

That means it needs:

• Attractive, eye-catching title
• Keyword-rich subheadings
• Bulleted or numbered lists
• Brief conclusions with calls to action
• Efficient HTML coding and Schema markup

You also shouldn’t try to get in the Knowledge Graph before recovering from a Google penalty, if you have one.

With all of that behind you, you should now have a robust, informative page that provides the best possible explanation of a concept related to your business.

You should also submit your URL to Google to help your page get indexed and boost its rankings in the search results.

Get all the benefits of Google’s Knowledge Graph with WebFX

At WebFX, our team helps companies make their brand information clear to Google and AI search, from Organization schema to earned media.

If you want to improve the reputation of your business and earn more leads online, Google’s Knowledge Graph is a great place to start.

Contact us today to talk with our team about getting your brand described accurately in Google Search and AI answers.