What is Google's Knowledge Graph?
The Knowledge Graph is the database Google uses to store what it knows about entities and how they connect: that a company was founded by a certain person, that a film has a director, that a city is in a country. When Google answers "how tall is the Eiffel Tower" directly, or shows a box about a business beside the results, it is drawing on this graph.
It powers features rather than being one. The best-known display is the knowledge panel, but the same data informs answers, carousels and how Google interprets queries about entities. You can't edit the graph directly, but you can make your own facts clear and consistent so Google has good sources to learn from.
Graph vs panel
The two terms get used interchangeably and shouldn't be. The Knowledge Graph is the underlying data. A knowledge panel is one way Google displays part of that data for a single entity. A business can be in the graph without a visible panel, and a panel shows only a slice of what Google holds. People and organizations with a panel can claim it and suggest changes; the graph itself has no public editing interface.
Where the facts come from
Google says its knowledge information comes from a range of sources: public web pages, licensed data, and information from entities that verify themselves and give feedback. For a business, that means your own website, reputable sites that mention you, and profiles such as your Google Business Profile all feed in.
Structured data is one of the clearest statements you can make on your own site. Organization markup with your official name, logo and sameAs links to your profiles tells Google which facts belong to you. It doesn't guarantee inclusion, but it removes ambiguity.
Checking whether Google knows you
Search for your brand name and look for a panel. For a more direct check, Google offers a Knowledge Graph Search API that returns matching entities with IDs and short descriptions; developers use it to see whether an entity exists and how Google describes it. If your brand returns nothing, focus on consistent naming, a clear About page and mentions on sites Google trusts, rather than on markup alone.
Common questions
Can I add my business to the Knowledge Graph?
Not directly. Google builds it from sources across the web and from verified entities. Clear, consistent information about your business makes inclusion more likely.
Is the Knowledge Graph the same as a knowledge panel?
No. The Knowledge Graph is the database; a knowledge panel is one way Google displays information from it.
Does schema markup put me in the Knowledge Graph?
It can help Google understand your facts, but it doesn't guarantee inclusion. Google also relies on other sources.