What is a Knowledge Graph (and Entity SEO)?
A knowledge graph is a database of entities, people, places, brands, and the relationships between them. Search engines and AI models use it to know who you are, what you do, and how authoritative you are. Entity SEO is the practice of building and locking your presence in that graph.
Entities over keywords
Modern search no longer matches keywords. It resolves entities. If the engine does not have a clean entity record for your brand, it cannot confidently answer questions about you and will defer to someone it does know.
What entity data includes
Schema.org markup, a claimed Google Knowledge Panel, Wikipedia and Wikidata entries, consistent NAP data, and linked social and professional profiles all reinforce your entity.
Locking it in
Entity confusion is a common reason AI misrepresents brands. Disambiguating your brand from similarly named entities and reinforcing the correct relationships fixes it.
Key takeaways
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Knowledge graphs store entities and relationships, not just pages.
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A clean entity record is required for AI to trust your brand.
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Entity SEO builds and locks your identity across search and AI.