Google surfaces
Knowledge graph
A knowledge graph is a structured store of entities and the relationships between them — companies, people, products and how they connect. Search and AI systems use it to know what a name refers to.
In more detail
Being a well-defined entity in a knowledge graph helps a system link your brand name to the right company. Consistent naming, structured data and profiles on well-known sources all contribute.
Guides that cover this
Related terms
Entity
An entity is a distinct thing a system can recognise and reason about — a company, a product, a person, a place. Search and AI systems work with entities rather than strings, so being recognised as one matters.
Structured data
Structured data is machine-readable markup that states what a page is and what it contains. It helps search engines show rich results and helps AI systems understand a page before deciding whether to use it.
Schema markup
Schema markup is structured data written with the schema.org vocabulary, describing a page as an article, a product, an FAQ, an organisation or another recognised type. It makes a page's purpose explicit rather than inferred.
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