The Knowledge Graph is Google’s database of facts about people, places, organisations and things, and how they connect. Google uses it to answer factual questions directly in search results, such as how tall the Eiffel Tower is, and to build the knowledge panels that appear when someone searches for a known entity.
No form or submission adds your company to the Knowledge Graph. Google’s help page names where its facts come from: public sources that compile factual information, data Google licenses for things like stock prices and sports scores, and content owners, mainly through suggested changes to knowledge panels they’ve claimed. A company gets in by being described clearly and consistently in the public sources Google draws on. Claiming a panel only becomes possible once Google already knows you exist.
Where Knowledge Graph facts come from
| Source | Google’s examples | What a B2B company controls |
|---|---|---|
| Public sources that compile facts | Not named by Google | How consistently your company is described across your site, profiles and the sources that write about you |
| Licensed data | Sports scores, stock prices, weather forecasts | Little or nothing directly |
| Content owners | Suggested edits to claimed knowledge panels | Your own panel, once one exists and you’ve claimed it |
How Google corrects mistakes
Google says its systems are automated, and that improving those systems is how it improves results. It runs public reporting tools for errors and removes information that breaks its policies. Its policy on incorrect information says it may remove facts that are demonstrably false or outdated, with evidence such as legal documents, expert consensus or reputable primary sources. It may decline to change facts that are reasonably disputed or lack evidence.
For a B2B company, evidence wins disputes. If the Knowledge Graph lists a former CEO or an old headquarters, a dated press release, a company filing or an updated official page is what supports the correction. A request without a source is the kind Google says it may decline.
Why the Knowledge Graph matters for B2B
Buyers check vendors by name. A buyer who hears about your company in an AI answer usually searches for it next, and a knowledge panel with accurate facts is part of what they find. That only happens when Google is confident about who you are. Inconsistent descriptions undermine that confidence: one name on LinkedIn, another on your site, a third in a directory, and three different founding years.
Structured data helps Google read the facts on your pages, as long as it matches them. Google’s guidance on AI features repeats the rule: structured data must match the visible text on the page. Markup that claims something your page doesn’t say won’t put it in the Knowledge Graph.
Common mistakes
- Expecting structured data alone to create a Knowledge Graph entry.
- Describing the company differently across your site, social profiles and directories.
- Confusing the Knowledge Graph with a Google Business Profile, which is a separate system for businesses with a location or service area.
- Asking Google to correct a fact without primary evidence.
- Trying to make a panel appear for a search. Google says when a panel displays is decided automatically, and not something it can or would influence.
Related terms
Knowledge panel · Entity SEO · Structured data · Semantic SEO · E-E-A-T
