The Knowledge Graph: how to position your company so that Google and AI know who you are

What is Google's Knowledge Graph?#

Google gathers facts about people, places, companies and things in a knowledge graph. That is where the fact box, the knowledge panel, comes from, which is sometimes shown to the right of the search results when someone searches for a name. The panels are created automatically by Google from information from many sources on the web; nobody can add a company directly [1] [2].

What decides is therefore how clearly and consistently the web describes you: that your name, your website, your company registration number, your logo and your accounts point to the same company and are not mixed up with anyone else.

Google Maps and the Knowledge Graph are two different things#

• Google Maps (the business profile) makes you found on the map and in local searches when someone looks for a service nearby. It is based on a real address or the areas you work in, and Google verifies it [3] [4]. Read more on the page Local and the map.
• The Knowledge Graph is about who you are: the company as a whole, regardless of place. It is used when someone searches for your name, when Google summarises answers with AI and when AI services are to describe you, and it is the basis of the knowledge panel [1].

The business profile is included in our package. The Knowledge Graph is an add-on for those who want to take real ownership of their identity.

Why the clearest identity wins#

Most companies fight over keywords. But as more and more answers are given by AI, in Google's AI Overviews and in assistants such as ChatGPT and Gemini, it is not enough to have the right words on the site. The services must know who you are and be able to trust that the facts are right [5].

• A company with a clear, documented identity does not risk being confused with a company with a similar name or being described with old details.
• The same facts everywhere, on the website, in the structured data and on your accounts, make it easy for search engines to connect everything you do to your name [6] [7].
• Few competitors have done this properly. Whoever does it first stands stronger when someone asks an AI about your industry in your town.

This is positioning, not a trick. Google decides itself what is shown, and we never promise a knowledge panel, a position or a date [1].

This is what we do in the package#

• Gathers facts with sources: register details (name, company registration number), what your own website shows, what you yourselves confirm in your business profile, and independent registers such as Wikidata when you are there. Every fact has a source and a status; what we do not know we leave empty.
• Confirms the identity: that the website is yours, through the company registration number or phone number being on it.
• Builds a coherent description in structured data (schema.org Organization, or LocalBusiness only for a real place that customers come to), with fixed ids, a logo of at least 112 × 112 pixels and links (sameAs) only to accounts that are provably yours [6] [8].
• Shows the same facts visibly on the About us page, because Google requires structured data to match what visitors see [9].
• You approve exactly the version that is published. It is put on the website we run, checked in the finished page and can be rolled back.
• Watches every week whether Google shows a knowledge panel for your name (with date, search and market), whether you are in Wikidata and whether anything has changed, and makes a new version when the facts change.
• Gives you the whole package: facts, sources, the structured data and a report to download.

What only you can do#

• Confirm your details in the business profile and approve every version before it is published.
• Link your official accounts (LinkedIn, Facebook, Instagram …) from your website. That shows that the accounts are yours.
• When Google shows a knowledge panel for you: claim it with Google. That is done by the person who represents the company, through Google's own verification [10]. We prepare everything you need.

What we never do#

• We never promise a knowledge panel, and we never claim that we can add you to Google's Knowledge Graph [1].
• We never make up addresses, awards, dates or reviews, and we do not create fake profiles or directory links in bulk: that goes against Google's rules [11].
• We do not write Wikipedia or Wikidata pages for you. They have their own requirements for independent sources [12].
• We never publish private details, such as a home address, to make the description more complete.