AI VISIBILITY · SEO GLOSSARY
Knowledge Graph
Google's structured database of entities (people, places, organisations, concepts) and their relationships — which informs SERP features and AI-generated summaries.
Definition
The Google Knowledge Graph is a database of entities and their relationships, launched in 2012. An entity can be a person, place, organisation, product, concept, or event. The Knowledge Graph powers the "Knowledge Panel" that appears on the right side of search results for branded and entity queries, the "People Also Ask" related entity boxes, and increasingly the AI Overview summaries. Google extracts entity information from authoritative sources (Wikipedia, Wikidata, official websites, structured data) and links entities together by their relationships. A well-defined entity in the Knowledge Graph has a unique identifier (`@id` in JSON-LD terms), consistent properties across sources, and authoritative references.
Why it matters for SEO
Being recognised as an entity in the Knowledge Graph improves visibility in several ways: branded searches show a Knowledge Panel with key info, improving trust and CTR; entity recognition influences which SERP features your content appears in; and AI systems (ChatGPT, Claude, Gemini) use entity relationships to determine what sources to cite when answering factual questions. For brands, consistent `Organization` JSON-LD across your website, a Wikipedia/Wikidata entry, and consistent NAP information across the web helps Google resolve your entity confidently.
How DeepSEOAnalysis checks this
The audit checks for `Organization` (or `Person`, `Product`, etc.) JSON-LD on the homepage and key pages, validating required fields for Knowledge Graph eligibility: `name`, `url`, `logo` for organisations. It also checks for consistent entity naming across the `WebSite` schema and page content. Inconsistent naming (different business names on different pages, or domain name ≠ brand name in schema) is flagged as a Knowledge Graph clarity issue.
Useful tools and resources
GLOSSARY
Related terms
structured data
Structured Data
Machine-readable annotations added to HTML — usually JSON-LD — that explicitly describe what a page is about to search engines and AI systems.
Read definition →onpage
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Google's quality framework for evaluating content — especially important for YMYL (Your Money, Your Life) topics like health, finance, and legal.
Read definition →structured data
Schema Validation
The process of checking that structured data (JSON-LD) on a page is correctly formatted and contains all required properties for its schema type.
Read definition →ai visibility
Generative Engine Optimization (GEO)
The practice of structuring content so that AI-powered answer engines can retrieve, understand, and cite it in generated responses.
Read definition →ai visibility
Passage Indexing
Google's ability to index and rank individual passages within a long page, meaning a single section can rank for a query even if the overall page topic is different.
Read definition →See how your site scores on Knowledge Graph.
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