Knowledge Graph, explained
Google introduced the Knowledge Graph in 2012 to move search from matching words toward understanding things. It is a very large database of entities, such as people, organizations, places, products and creative works, along with facts about them and the relationships between them: who founded a company, where it is headquartered, which practitioners belong to a practice.
The Knowledge Graph powers features such as knowledge panels, and it helps Google interpret queries and pages. Its information is drawn from many sources, including public reference sites, licensed data, structured data on websites, Google Business Profiles, and feedback from verified entity representatives.
A business cannot submit itself to the Knowledge Graph directly. It can make itself easy to recognize: consistent facts across its site and third-party sources, structured data that states those facts and links to official profiles, and enough credible coverage that its existence and attributes are independently confirmed. The same signals help AI assistants, which also need to know which entity a question is about before they can answer it accurately.