# What is Knowledge graph?

Source: https://mushbloom.uk/resources/glossary/what-is-knowledge-graph.html

By Mushbloom. Published and updated: 2026-10-12.

## Definition & overview

A knowledge graph represents entities and relationships as connected data. Search systems can use such representations to distinguish people, businesses and concepts; publishing schema does not guarantee entry into a proprietary knowledge graph.

## Analogy & mental model

It is a map showing who is connected to what, rather than a list of repeated keywords.

Keep identifying facts consistent and support relationships with credible sources.

## Why it matters

Relationships make it easier to distinguish a person, company or product from similarly named entities. A knowledge graph organises those connections, but proprietary search graphs have their own inclusion processes. Businesses should focus on consistent facts and supporting sources rather than claiming schema creates a knowledge panel.

## Practical business example

An organisation’s founder, services and official website are represented as connected facts rather than disconnected keyword strings.

Illustrative scenario, not a client case study or promised result.

## How it works

1. Identify entities and their stable identifiers.

2. Represent meaningful relationships and attributes with evidence.

3. Keep relationships current and distinguish confirmed facts from uncertain associations.

## Core components

- Entities

- Relationships

- Attributes and evidence

A site’s own graph or schema does not guarantee inclusion in Google’s or another provider’s proprietary graph.

## Knowledge graph vs Knowledge base

A knowledge base is a broader collection of information. A knowledge graph specifically represents entities and relationships; it may be one part of a knowledge system.

## Frequently asked questions

What does Knowledge graph mean?
A knowledge graph represents entities and relationships as connected data. Search systems can use such representations to distinguish people, businesses and concepts; publishing schema does not guarantee entry into a proprietary knowledge graph.

How is it different from Knowledge base?
A knowledge base is a broader collection of information. A knowledge graph specifically represents entities and relationships; it may be one part of a knowledge system.

What is a sensible first step for a small business?
Keep identifying facts consistent and support relationships with credible sources. Identify entities and their stable identifiers.

What limitations should I keep in mind?
A site’s own graph or schema does not guarantee inclusion in Google’s or another provider’s proprietary graph.

## Sources

Google: Structured data introduction: https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data

No rankings, AI citations or commercial outcomes are guaranteed.