Knowledge Graph
Definition
The Knowledge Graph is Google's database of entities, such as people, organisations, places and things, and the relationships between them. It lets Google answer questions about a thing rather than only match words, and it feeds features such as knowledge panels.
The capitalised term is Google's own. In lower case, a knowledge graph is any structured store of entities and the links between them, which companies also build internally to organise their own data. Google assembles its version from many sources, and no vendor can sell a place in it.
What a business can do is work upstream. A consistent name, address and description across its website, profiles and directories, organisation markup that ties the official profiles together, and independent sources that corroborate them all give Google less to reconcile. Whether any of that produces a knowledge panel is Google's decision.
A quick test is to search the exact business name in quotation marks, first in English and then in Arabic, and read page one. If it shows another company, an old address or two spellings of your name, the web is giving Google conflicting inputs. Treat an offer to submit a Knowledge Graph listing with suspicion, and ask what exactly is being submitted, and to whom.
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