A knowledge graph stores facts about things and the relationships between them. Google's is the best known; Wikidata is the largest openly licensed one; the assistants draw on both plus their own internal representations.
Why you cannot simply submit your details
These records are constructed from corroborated sources rather than from claims. There is no form where you assert your company's facts and have them accepted. The route in is indirect: be described accurately and consistently in sources the systems already trust, and let the record follow.
What actually influences the record
- Authoritative third-party references that describe you in the same terms you use.
- Structured data on your own site that agrees with those references.
- An openly licensed entry where one is genuinely warranted by notability criteria.
- Consistency of core attributes — name, sector, location, leadership — across every surface.
- Correcting existing records that are wrong, which is often higher value than adding new ones.
The correction problem nobody plans for
Most organisations we audit have at least one materially wrong fact circulating — a stale address, a former specialism, an incorrect founding claim. Because these records are corroborated rather than authored, a wrong fact repeated in three places is harder to displace than a missing fact is to add.
Why generic SEO advice fails here
Link building targets domain authority. Knowledge graph work targets whether a specific factual description of your organisation is accurate in sources that feed structured records. Those are different targets, and a campaign optimised for the first can leave the second untouched.
Knowing that corroboration matters is easy. Identifying which sources actually feed the records for your category, getting described accurately in them, and correcting existing errors through processes that differ by platform is the work.
What this means for your business
Audit what is currently recorded about you before trying to add anything. Correction usually outranks addition on value. Our guide to entity SEO covers the foundation this rests on.