The Knowledge Graph is Google’s model of real entities and the connections between them, so that search can work with things instead of only matching words. Google announced it on 16 May 2012 in a blog post by Amit Singhal.
The Knowledge Graph Search API documentation speaks of millions of entries about people, places and things. The API uses standard schema.org types and follows the JSON-LD specification.
Why does it matter?
A graph records relationships: a business is located in a town, has a founder, sells certain products. The more clearly public sources show those relationships, the easier it is for a search engine to link information about your business to the right entity.
What can you do yourself?
- Use the same business name, address and phone number everywhere.
- Describe your business on your website with Organization schema, including
sameAslinks to your official profiles. Schema.org describessameAsas a URL that unambiguously indicates the item’s identity. - Make sure an about page says who you are, what you do and where you are based.
Common mistake
Using the Knowledge Graph Search API as a source for your own product. Google writes that the API is not suitable as a production-critical service and that it is migrating the API to Cloud Enterprise Knowledge Graph.