Entity SEO: How to Get Into Google's Knowledge Graph

Entities instead of keywords

A keyword is a string of text. An entity is a specific thing: a company, person, place, product or concept. An entity has attributes (founding date, address, founder) and relationships with other entities.

Search engines have long understood queries through entities. "Apple" in a query about the iPhone and in a query about pie are different things. When a search engine confidently recognizes your brand as a distinct entity, it can:

• show a Knowledge Panel next to the results;
• connect the brand with its website, social profiles, people and products;
• answer brand queries more accurately and use those facts in AI answers.

You cannot apply to be included in the Knowledge Graph. Algorithms build it when the facts about you are consistent and confirmed by multiple sources.

Where Google gets its facts

• Your website: the About page, contacts, structured data.
• Open databases: Wikidata and Wikipedia are significant sources, but they have strict notability rules and forbid self-promotion.
• Profiles: Google Business Profile, official social accounts, industry directories.
• Mentions: media, partners, conferences, registries.

If those sources show a different name, address or description, the algorithm has a harder time understanding they all refer to one entity.

Step 1. Describe the entity clearly on your site

Make your About page the main source of truth: full name, founding year, address, founders, what the company does. Add Organization markup in JSON-LD:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Studio",
  "url": "https://example.com",
  "logo": "https://example.com/logo.png",
  "foundingDate": "2020",
  "sameAs": [
    "https://www.linkedin.com/company/example",
    "https://t.me/example",
    "https://www.wikidata.org/wiki/Q000000"
  ]
}

sameAs is the key property: it says these profiles describe the same entity. List only official profiles you control or that are definitely about you. Markup requirements are in Google's documentation.

Step 2. Make your data consistent everywhere

Go through every profile and directory and align:

• the brand name (same spelling and transliteration);
• address and phone;
• a short description of what you do;
• the logo;
• the website link.

This matters especially in multilingual markets: if the brand is written in both Latin and Cyrillic, use alternateName in the markup.

Step 3. Build relationships with other entities

An entity gets stronger when it is connected to well-known things:

• People: pages for founders and experts with Person markup and links to their profiles.
• Products and services: separate pages with clear names.
• Place: city, district, address, a maps listing.
• Topics: regular content on one subject ties the brand to it.
• Mentions: industry media coverage, talks, partnerships that mention the brand in a consistent context.

Step 4. Claim the Knowledge Panel

Once a panel appears, you can get it verified from the results page itself and then suggest edits. For local businesses Google Business Profile plays a similar role, and in Yandex it is the organization card in Yandex Business.

Common mistakes

• Expecting markup alone to create a Knowledge Panel.
• sameAs pointing to other people's or outdated pages.
• Writing your own Wikipedia article, which then gets deleted.
• Different brand names on the site, social profiles and directories.