What is Google’s Knowledge Graph?

Google’s Knowledge Graph is hard to find, but its results are not. Take for instance that big block of information that appears on the right-hand side of your desktop screen after entering a search term. This block – also known as the Knowledge Graph Card – contains relevant, context-specific information regarding your search, powered by the Knowledge Graph.

If you search for a specific company, the Knowledge Graph will show an almost complete profile, depending on how well they did their SEO work. Searching for a recently released movie will show posters, reviews and screening times for your local cinema. As you see, the graph is a powerful and fascinating tool. But what can you do to get your information in the Knowledge Graph?

It’s Google’s way of connecting information

Google’s core business is providing people with a correct answer to all their questions. To do that, it doesn’t just present the result that closest matches a search term, but also by making broader connections between data. Google, therefore, collects and analyzes massive amounts of data on people, places, things and facts and develops ways to present the findings in an accessible way. These are often rich results, like featured snippets, images carrousels or the famous Knowledge Graph Card mentioned in the intro of this text.

The Knowledge Graph and its card

This is where it might get confusing: many people mix up the Knowledge Graph and the panel you see on the right-hand side of your screen. The Knowledge Graph is the engine that powers the panel that’s officially called the Knowledge Graph Card. In this card, you’ll find the most visible result of the work the graph does. When there’s enough data about a subject, the card will be filled with all kinds of relevant facts, images, and related searches.

Check out Target’s card in the screenshot below, and you’ll see how much information it provides.

Read more: Elements of the Google search results page »

Anatomy of the Knowledge Graph

When Google released the Knowledge Graph in 2012, they made an excellent introductory video and supporting website. These explain in easy to understand language how exactly the graph works and how it influences the results you get when you search for a specific term. Check out the site and video; they are still as relevant today as they were then:

Examples of search results

In recent years, content presented by the Knowledge Graph has become much more interactive. At first, it featured only static content, like images, social media profiles, and general information about the search. Today, it is continually expanding in possibilities. If you search for a movie, you can directly book tickets to see it at your local cinema. Search for a local store, and you know exactly when the busiest times are. Google likes to experiment with the graph, what it shows and how it’s presented.

Let’s look at some examples of recent listings.


knowledge graph chocolate


knowledge graph alien



Image slider:
knowledge graph slider

These are just a few of the possible variations of information that can be found. What you see might even change depending on where you are in the world.

Getting your content in

To get your content in the Knowledge Graph, you need to become an authority on your subject. Find out what people search for by doing keyword research, write excellent content and make sure your site is fully optimized and mobile-friendly. Use structured data to mark up important elements of your site to make it easier for Google to understand what it is all about. Register your site with Google Search Console and My Business. Keep in mind, structured data in the form of Schema.org is becoming increasingly important.

Yoast SEO and the Knowledge Graph

If you have a business and need help getting your information in the Knowledge Graph, fear no more, because Yoast SEO can help. Just by setting up Yoast SEO – optionally supported by Local SEO – and filling out the information on your site, you automatically enable the data that Google needs to fill the Knowledge Graph. After that, you can use regular SEO tactics and structured data to fill in the missing pieces. Keep in mind though that it’s Google that determines what it adds to its Knowledge Graph.


The Knowledge Graph is an important part of the search experience in Google. It powers many of the innovative new ways data shows up in the search engine. Getting your information in there is of the essence, especially if you have a business. If so, you have to make sure your business details are correct, sign up for Google My Business and add everything you possibly can. Many other parts of the Knowledge Graph are generated from structured data, like reviews, movie information, events, so be sure to mark up your data in any which way you can.

Keep reading: Structured data: the ultimate guide »

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8 Responses to What is Google’s Knowledge Graph?

  1. Blogger Dashboard
    Blogger Dashboard  • 2 years ago

    your seo blog, everytime give me a great news.

  2. Don White
    Don White  • 2 years ago

    Nice article .. liked it .. but off course its only relevant for little bigger than average sites I think

    • Sanjay Sutradhar
      Sanjay Sutradhar  • 2 years ago

      Very informative, now I can understand the functioning of GPlus, Maps etc. I might not live long enough to see the exciting changes that will come into human life but can visualize it, everyone on this earth will have a personal computer in the form of a compact information at just a will and use it as and when required, but caution that all efforts must be put that things don’t get into wrong hands so as the peace of the world get disturbed now and then, bless all

  3. shashi
    shashi  • 2 years ago

    this article is awesome , before reading this article i don’t know a single thing about google knowledge graph. but after engaging with this article i got something to learn that boost my knowledge. Thanks to post such a informatic post.

  4. Gaurav Heera
    Gaurav Heera  • 2 years ago

    Hello edwin,
    Amazing article to go through, your article will really help me out in analyzing the trends of searches on google which will make my work more effective for analyzing and making the strategies to promote business online.
    Thanks for the worthy content

  5. Fernando
    Fernando  • 2 years ago

    Thank u for the info Edwin! You say that Yoast SEO can help us to configure it, how can I do it? Regards!

    • Franklin Seal
      Franklin Seal  • 2 years ago

      I understand that Google makes the decision about what shows and does not show in our graph. Target’ shows all their social profiles. Ours doesn’t. And yet, we’ve always had every social profile field filled in on our Yoast dashboard. Is that due to our business category (tourist attraction) vs Target’s (retail?)

      • justin istrate
        justin istrate  • 2 years ago

        Thank you for this article. I’m using Yoast SEO plugin for some time now and it helped me a lot