What is Knowledge graph?

A knowledge graph is a structured network of entities, people, companies, products, places, and the relationships between them, that a search or AI system uses to understand and reason about the world rather than just match text.

How it works

Google's Knowledge Graph is the best-known example. Entities in it carry verified attributes and links to other entities, which lets a system answer questions about a thing and judge how trustworthy and well-connected it is.

For AI search, the knowledge graph is often consulted before retrieval. If your brand is a resolved, well-connected entity, it is easier to surface and recommend; if it is absent, the engine has little structured basis to trust it.

Knowledge graph vs index

An index is a list of pages a system can retrieve. A knowledge graph is a model of entities and how they relate. The index tells a system what pages exist; the knowledge graph tells it what things exist and which are trustworthy.

Why it matters for B2B

Becoming a recognised entity in the knowledge graph, through consistent data, structured markup and authoritative mentions, is foundational: it is what lets AI systems treat your brand as a known, citable thing rather than an unknown string.