Break Into The Google Knowledge Graph Without Wikipedia

Kurt Fischman
Founder, Growth Marshal
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KURT FISCHMAN | FOUNDER OF GROWTH MARSHAL

Published March 20, 2025

Introduction

Google’s Knowledge Graph can boost your company’s online visibility by displaying a Knowledge Panel when someone searches your brand. Traditionally, having a Wikipedia page made this easier, but it’s entirely possible to earn a Knowledge Graph listing without a Wikipedia entry. This guide provides a step-by-step strategy with granular details, focusing on U.S.-based businesses. We’ll cover how to establish your entity online, leverage key websites and tools, and ensure Google recognizes and trusts your brand as a distinct entity.

Understanding Google’s Knowledge Graph and Knowledge Panels

What is the Knowledge Graph?
The Google Knowledge Graph is a massive database of facts about entities (organizations, people, places, etc.) and their relationships. When Google recognizes your business as a notable entity in this database, it may display a Knowledge Panel – the info box on the right side of desktop search results (or at the top on mobile) showing details like your company name, logo, description, social profiles, etc.

Knowledge Panel vs. Google Business Profile Panel:

  • A Knowledge Panel typically aggregates information from various authoritative sources (e.g. your website, news articles, databases). It’s common for well-known brands and entities.

  • A Google Business Profile panel (formerly Google My Business) is a local business listing showing info like address, hours, and reviews. It appears for local searches or when people specifically look up your business name. Both types are part of the Knowledge Graph. In this guide, we aim to achieve a robust Knowledge Panel for your brand (beyond just basic local info).

Why skip Wikipedia?
Wikipedia is often used to feed the Knowledge Graph, but getting a Wikipedia page approved is difficult for non-famous businesses. The good news: Google no longer relies solely on Wikipedia. It pulls from many sources that are accurate, structured, and consistent. Your job is to provide Google with those sources. Think of it as proving your notability (similar to Wikipedia’s standards) through other channels:

  • Multiple authoritative references: Aim for significant coverage on independent, reliable sites (news articles, reputable directories, etc.).

  • Consistent factual information: Ensure the same basic facts (name, founding date, founders, description, location) appear across your website and other profiles.

  • Machine-readable data: Use structured data and trusted databases to feed Google clear facts about your entity.

Next, we’ll dive into the specific techniques and tactics to accomplish this.

Step 1: Establish Your Entity’s Online Identity on Your Website

Your official website is the foundational source of truth about your startup or agency – often called your entity’s "home base." Here’s how to optimize it as the primary reference for Google:

Create a Dedicated “About” Page (Entity Home)

Set up a page on your site (e.g. an About Us or dedicated page for the company) that clearly and succinctly defines who you are. This page will act as the entity home that all other sources point to. Follow these tips:

  • Concise description: In the first paragraph, include a one-sentence description of your business. Example: “XYZ Agency is a New York-based SEO consultancy specializing in local search optimization for small businesses.” Use this same sentence (or a very close version) in profiles and bios elsewhere online. This consistency helps Google associate all mentions back to the same entity.

  • Key facts: Add a bulleted list of quick facts or a summary of services/products. For a startup, you might list your product offerings or target industry. For an agency, list core services. Make it easy for Google (and users) to parse what you do.

  • Founder/CEO and founding date: Mention who founded the company and when. These are common knowledge panel details (e.g. “Founded in 2020 by Jane Doe”).

  • Location: If you have a headquarters or primary location, mention the city and state (important for U.S. focus). Even if you serve clients globally, noting a U.S. base (like “headquartered in San Francisco, CA”) can tie into local context.

  • Use consistent naming: Always refer to the business by its official name. If you have a known abbreviation, mention it, but don’t confuse things by mixing different names.

This page should essentially serve as the definitive source about your business. Think of it as the page Google would cite if it could only pick one place to learn about you.

Implement Structured Data (Schema Markup)

Once your “About” or entity page has clear content, help Google understand it better by adding Schema.org structured data. Schema markup is code (in JSON-LD format) that labels the elements on your page (name, description, founders, etc.) in a way Google’s Knowledge Graph can easily digest.

How to add schema markup:

  • Choose the right schema type: For a company, use the Organization schema (or a more specific subtype if applicable, like LocalBusiness or SEOAgency if it existed – but Organization covers it). If you’re a personal brand or individual, you’d use Person schema. In our case of a startup or agency, Organization is appropriate.

  • Include key properties: At minimum, include name, url (your website homepage), logo (URL of your logo image), description, founder (or founders), foundingDate, address (if you have a physical office), and contactPoint (for customer service, etc., if relevant).

  • Use the sameAs attribute: This is crucial. sameAs allows you to list URLs that represent the same entity (your business) on other websites. Here you will list links to all your important profiles and listings (more on creating those in the next steps). Common sameAs links include your social media pages (Facebook, LinkedIn, Twitter), your Crunchbase profile, your Google Business profile, and any other significant listing that confirms your business info.

  • Add the JSON-LD to your webpage: Place the JSON-LD script in the HTML of your entity page (usually in the <head> section or at the end of the <body>). If you use a CMS like WordPress, you can use plugins (e.g. Yoast SEO or RankMath) which have fields for organizational schema and social profile URLs, or use a plugin specifically for schema markup where you can paste the JSON-LD code.

  • Validate the schema: Use Google’s Rich Results Test or the official Schema Markup Validator to check for errors. These tools will tell you if the JSON-LD is correctly formatted and recognized. Fix any errors or warnings (e.g. you might need to add a type to the address, or a format for the founding date).

Pro Tip: When using WordPress SEO plugins like Yoast, fill out the organization information in the settings. For instance, Yoast allows you to specify whether the site represents a person or organization. Choose organization and input your company name, logo, etc. Many plugins will automatically generate schema based on this info. Just ensure you also add all your social/profile URLs in the appropriate fields (Yoast has slots for Facebook, Twitter, etc., and you can repurpose fields like “Other profiles” to include Crunchbase or other URLs).

By implementing detailed schema markup, you’re essentially giving Google a structured “resume” of your business. This connective tissue helps link your website with external profiles, reinforcing that all these mentions refer to the same entity (your company).

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Ensure Consistent Branding Across the Web

Before we move off your site: consistency is king. Decide on standard references for your business details and use them everywhere:

  • Standard description: As noted, reuse the one-liner or short paragraph about your company on various profiles (many directory sites ask for a description – use the same one or very close wording).

  • Logo and images: Use the same logo on your website and upload it to profiles like Google Business, LinkedIn, etc. The Knowledge Panel often shows a logo or image – providing a consistent logo helps Google pick the right image. (Make sure the logo filename or alt text on your site includes your business name for good measure.)

  • Contact info: If you list a phone number or address on your site, ensure it matches exactly with what you’ll put on Google Business Profile and other directories. Even differences like “Street” vs “St.” or using a call tracking number in one place and a different number elsewhere can create confusion. For U.S. businesses, use a standard formatting for phone (e.g. +1-###-###-####).

  • Name variations: If your company has an acronym or goes by a short name, still make sure the full legal name is referenced in key places. For example, your company is “ACME Digital Marketing, Inc.” but often called just “ACME”. Ensure profiles mention the full name in the description or tags, so Google doesn’t think ACME and ACME Digital Marketing are different entities. You can mention “ACME Digital Marketing (often known as ACME)” on your site or schema alias if needed.

Consistency across your site and external sources will prevent the Knowledge Graph from getting mixed signals. Think of every profile or mention as a puzzle piece that should clearly fit the same picture.

Step 2: Build Profiles on Key Platforms and Trusted Databases

With your website optimized as the canonical source, the next tactical step is to populate the web with corroborating profiles on authoritative platforms. Google scans these to verify your existence and details. Here are the most important ones to tackle:

Leverage Social Media and Professional Networks

Social media profiles are not just for marketing – they’re actually considered in Knowledge Graph entries. Google often displays social profile links in Knowledge Panels. Create and/or update these pages:

  • Facebook Page: Set up a Facebook business page for your startup/agency if you haven’t already. Fill out all details (address, website, about section). Use your standard description in the “About” or “Story” section. For category, pick something relevant (e.g. “Marketing Agency” or “Internet Marketing Service”). Facebook pages rank high for name searches and are a known entity source.

  • LinkedIn Company Page: This is critical for B2B entities. Create a LinkedIn page for your company. Again, fill it out completely: logo, banner image, website, year founded, company size, headquarters location, and description. LinkedIn pages are often cited by Google’s data (and sometimes by Bing’s knowledge panel as a source). Also, encourage employees (even if just the founders) to list the company on their personal LinkedIn profiles – this creates more LinkedIn mentions of the company which solidify its existence.

  • Twitter: If applicable, create a Twitter profile for the business. Use the business name as the handle if possible. In the bio, include a tagline or the one-liner about the company. Twitter is often directly linked in Knowledge Panels (especially for public figures, but companies too). It’s also one of the easier accounts to verify (if needed down the line).

  • Instagram: For a visual or consumer-facing brand, Instagram can be useful. At least reserve the handle and add your website and description. It’s less used in Knowledge Graph data, but it doesn’t hurt for completeness.

  • YouTube: If you have any video content or plan to, create a YouTube channel under your brand’s Google account. Even a couple of introductory videos about your services or team can help. YouTube is a Google property and channels are entities too. If your brand has a verified YouTube channel, it can sometimes trigger a knowledge panel (YouTube channels for notable entities often show a panel on search).

  • Other networks: Depending on your industry, consider relevant ones (for example, an IT startup might use Github or Stack Overflow; a design agency might use Dribbble or Behance). However, the major ones for a U.S. business are the ones above. Ensure each profile links back to your website (usually there’s a field for “Website” – use your homepage URL consistently).

Tip: Use the same or similar profile image/logo and the same color scheme on all profiles. This visual consistency subtly reinforces your brand’s identity across platforms.

Create Listings on Authoritative Business Databases

Certain databases and directories are known to feed Google’s Knowledge Graph, especially for companies. These sites provide structured info and often rank well for company names. Two of the most influential ones are:

  • Crunchbase (https://www.crunchbase.com): Crunchbase is a platform that tracks startups, companies, and their funding information. Google has been observed pulling knowledge panel data from Crunchbase frequently, especially for newer companies without Wikipedia. Action: Create a free Crunchbase account and add your organization. Fill out as much as you can: description, founders, founding date, HQ location, website, social media links (Crunchbase lets you list Twitter, Facebook, LinkedIn, etc.), and even key people or funding rounds if applicable. Crunchbase has a verification process (you may need to verify your email and your association with the company), which adds credibility. For a U.S. startup, Crunchbase is almost a must-do.

  • LinkedIn (again): We mentioned the LinkedIn company page above, but it doubles as a business directory in effect. LinkedIn data (like company size, industry, CEO) sometimes surfaces in panels. Just be sure it’s updated.

  • Wikidata (https://www.wikidata.org): Wikidata is the structured data repository that underpins Wikipedia. Even without a Wikipedia page, you can often create a Wikidata item for your company if it meets basic notability (which, if you follow these steps, you will). Action (advanced but worthwhile): Create an account on Wikidata and add a new item for your company. Include statements like “instance of: business” or “instance of: organization”, add your official name, the website URL, founding date, founders (link to their Wikidata items if they exist, or create those too), headquarters location (city, state), etc. Each statement in Wikidata should ideally have a reference URL – you can use references like your Crunchbase profile or a news article about your company as a citation. Once saved, you’ll have an item (e.g. Q1234567) that you can include in your schema sameAs links (the URL format would be https://www.wikidata.org/wiki/Q1234567). Google’s Knowledge Graph can read Wikidata entries directly since it’s structured and open. It’s a great way to feed Google facts about your company without needing Wikipedia.

    • Note: Wikidata has its own notability policy, but it’s more lenient than Wikipedia. If your company has received coverage in independent sources (see Step 3), you can justify an entry. Just avoid making it purely promotional; stick to facts.

  • Industry-specific directories: Identify directories or databases specific to your field that Google might trust. For tech startups, AngelList (https://angel.co, now rebranded as wellfound.com) is a popular one (especially if you are venture-backed or part of startup communities). For an SEO agency or other B2B service, directories like Clutch.co, UpCity, or G2 (if you offer software/services that can be listed) are useful. These sites host profiles with company details and client reviews. While Google’s Knowledge Graph might not directly cite them, they strengthen your web presence and often rank for your name, which increases the signals to Google.

  • Business registries: For U.S. businesses, also consider listings like the Better Business Bureau (BBB) if you qualify, or your local Chamber of Commerce membership directory. Being listed as a BBB accredited business (with an entry on bbb.org) can add a trust signal. It’s not commonly shown in knowledge panels, but it’s an independent validation of your existence.

  • Google My Business (Google Business Profile): We will cover this separately in Step 4, but note that setting up a Google Business Profile is also effectively adding your business to Google’s own database.

When creating these listings, again maintain consistency: use the same name, address, phone, description, logo where possible. Any disparity (like different addresses or varying descriptions) can confuse the Knowledge Graph. One helpful trick is to keep a spreadsheet of all your profiles and make sure the fields match up.

Cross-Link Your Profiles

After setting up profiles on various sites, interlink them when possible:

  • Most profiles have a spot for your website – definitely fill that in.

  • Some allow multiple links: for example, Crunchbase lets you add social media and external links; use those to link to your LinkedIn or other major profiles.

  • On your own website’s press or about page, list some of these profiles (e.g., “Find us on Facebook, LinkedIn, Crunchbase” with links). This not only helps visitors but also ensures search engines crawling your site discover these profiles easily.

  • On social media bios, you might mention your company site (Twitter has a field for a link, LinkedIn page has website field, etc.). If you have a blog or content, occasionally reference a significant listing or mention (“We’re honored to be listed on [DirectoryName]!” with a link).

These cross-links, along with the sameAs in your schema, weave a tight network of references. When Googlebot crawls the web, it sees all these paths leading back to your brand.

Recap so far: At this point, you have your website (entity home) and a suite of external profiles (social media, Crunchbase, etc.), all linking to each other and sharing the same info. You’ve basically shouted “Hey Google, this business exists, here’s who we are!” in a structured way. Next, we need to add the kind of evidence Google really loves: independent, third-party coverage.

Step 3: Garner Independent and Reliable Mentions (Digital PR and Citations)

Just having profiles you created (even on big platforms) isn’t always enough to trigger a Knowledge Panel. Google looks for independent confirmation of your notability. In practice, this means coverage or mentions on websites not controlled by you. This could be press articles, blog features, interviews, etc. Here’s how to get them:

Publish High-Quality Press Releases (Strategically)

Press releases can be a double-edged sword. Simply blasting a press release over low-quality wires won’t automatically earn a Knowledge Panel, and Google tends to ignore many syndicated press releases as they’re duplicate content. However, press releases can be useful to generate real news coverage or at least get your info on sites Google crawls.

How to leverage press releases:

  • Write a newsworthy press release: Common topics include a funding announcement (for startups), a new product launch, a significant new hire or partnership, or an industry report your agency compiled. Ensure it reads like a news piece – include factual info and quotes from a founder or executive.

  • Distribute via reputable channels: Use well-known press release distribution services like PR Newswire, Business Wire, or GlobeNewswire. These services often get pickups in places like Yahoo Finance, MarketWatch, or local TV news websites that republish releases. While these might not be highly authoritative individually, they create a baseline web presence. (Note: these services can be costly. If budget is an issue, you can use PR Web or even free PR sites, but the reach and authority will be lower.)

  • Targeted outreach: In addition to or instead of a wire service, send your press release (or a custom pitch) directly to journalists or bloggers in your industry. For example, a tech startup should reach out to tech news sites (TechCrunch, VentureBeat, etc. – though those usually cover only notable news). A local SEO agency might send news to the local business journal or marketing publications.

  • Press release references: Make sure the press release includes your key details: company name, location, founder names, and quotes that incorporate your expertise or story. Often, a Google knowledge panel will show a short description – if you’re lucky, a sentence from a press piece might become that description if Google trusts it. Also, ensure the release includes a link to your website (for readers) and any relevant profile links if appropriate (though don’t over-stuff it with links, one or two is fine).

Press releases alone rarely trigger a panel, but they help get your information out there. More importantly, they might lead journalists to write original articles about you, especially if the story is interesting.

Seek Coverage on Reputable News and Industry Sites

Media coverage is gold for establishing your company’s credibility. Google’s Knowledge Graph highly values articles on recognized outlets (think mainstream news, well-known blogs, industry-specific journals, etc.). Here are tactics to get featured:

  • HARO (Help A Reporter Out): Sign up for HARO, a service where journalists request sources for stories. Respond to queries related to your industry with valuable insights. If a journalist uses your quote and mentions your company, that’s a mention in a potentially high-authority site (e.g., a quote in a Forbes article like “says John Doe, founder of XYZ Agency”). Even a brief mention of your company name in a credible article counts as an independent source.

  • Guest posting / Contributed articles: Many industry publications or high-profile blogs accept contributed content (e.g., marketing blogs, SEO journals, startup magazines). If you or someone on your team can write a valuable article and get it published on one of these sites, you typically get an author bio. In that bio, you can mention your role and company (with a link to your site). For example: “Jane Smith is CEO of XYZ Agency, a U.S.-based SEO firm focusing on local search marketing.” That author bio becomes a reference on the publication’s domain. Publications like Search Engine Journal, Search Engine Land, Moz, HubSpot, AdAge, etc., often feature guest contributors – landing a spot might require networking, but it’s worth it.

  • Interviews and podcasts: Appear on industry podcasts or YouTube shows, or get interviewed for written Q&As. When these are published, they usually have a description like “We interview Jane from XYZ Agency”. Again, that’s an independent mention. Plus, YouTube descriptions or podcast show notes often include links to your site.

  • Local news and press: Don’t overlook local media. If your startup or agency has a community angle or local interest story, get in touch with local newspapers or TV stations. Many local news outlets have websites where they publish stories (which Google indexes). A local newspaper article like “Rockland Times profiles New City’s rising SEO startup, XYZ Agency” is perfect third-party validation, and it’s U.S.-focused to your region.

  • Awards and recognitions: If there are any business awards (e.g., “Best Startup of 2025 in NYC” or “Inc. 5000 list” or local chamber awards), applying for or winning these can earn you a mention on the award organizer’s website. Those pages often list winners with company descriptions. Such accolades on reputable sites provide excellent signals to Google.

When you do get an article or mention, link to it from your press page or blog on your site (“As seen on… [Publication]”). This not only is good for visitors but also ensures Google finds those articles if it hasn’t already.

Utilize Niche and Industry Directories

In addition to big databases like Crunchbase, there may be niche directories highly relevant to your field that Google considers trustworthy. For example:

  • Marketing Agency Directories: Websites like Clutch.co (mentioned earlier) list agencies with client reviews and detailed info. If you haven’t, create a profile on Clutch and encourage a few happy clients to leave reviews. Clutch profiles often rank on page 1 for “[agency name] reviews”. Google might not cite Clutch directly in a panel, but seeing a consistent profile with reviews bolsters your online presence.

  • Software/Product Directories: If your startup offers a SaaS product, get listed on G2, Capterra, or Product Hunt (if it was launched there). Those can signal what your product is and who’s using it.

  • Professional Associations: If you’re part of any professional group (e.g., AMA for marketers, local tech councils, etc.), ensure your company is listed in their member directory. Being affiliated with recognized organizations adds to credibility.

  • Wikipedia in other forms: While you might not have an English Wikipedia page, sometimes getting a mention on another wiki or a related topic page can indirectly help. For instance, if your founder or product is mentioned on a Wikipedia page about a broader topic (with a citation), that’s still a Wikipedia link connecting to your brand. Of course, don’t try to spam Wikipedia – only pursue this if it naturally fits (e.g., your company did a notable research in an industry that could be cited).

The overarching goal in this step is to create a footprint of reliable, independent references about your business on the internet. Google’s algorithm will connect the dots: your website says X about you, your Crunchbase says the same, and now a TechCrunch article and a local news article also talk about you. This multi-source corroboration strongly signals to Google that “this entity is real and notable enough to merit a Knowledge Panel.”

Step 4: Leverage Google Business Profile for Local Visibility

For businesses operating in the U.S., especially agencies serving a locale or startups with an office, setting up a Google Business Profile (GBP) is essential. While a GBP listing on its own is more about local search, it directly ties into Google’s knowledge ecosystem.

How to set up and optimize Google Business Profile:

  1. Create or Claim your Business Profile: Go to Google Business Profile and sign in with a Google account (preferably use your company’s account). Search for your business name; if Google already has an autogenerated listing (sometimes it does if you have mentions online), claim it. If not, create a new listing by entering your business name.

  2. Provide accurate information: You’ll be asked for business name, address, phone number, category, etc. Enter your exact business name (no extra keywords – keep it official). For address, use your office address (if you work from home and don’t want to show it, you can choose a service-area business option to hide the address). Add your phone and website URL. Choose the most appropriate category (e.g., “Internet marketing service” is a common category for SEO agencies; a startup might choose “Software Company” or something relevant).

  3. Verify the listing: Google will usually require verification, either by mailing a postcard to the address with a code, or sometimes by phone or email. Complete this step to get the listing active.

  4. Optimize the profile: Add your logo and additional photos (team, office, etc., or product images if startup). Set your hours of operation if applicable. Write a short “From the business” description – this is a free-form text where you can re-use your consistent description of the business. (Note: the public Knowledge Panel may or may not show this description, but it’s indexed.)

  5. Encourage Google reviews: Ask some early customers or partners to leave a Google review on your profile. Having a few positive reviews (and a star rating) not only helps local SEO but also fills out your panel with rich content (star rating average will show once you have e.g. 5+ reviews). While reviews don’t directly influence the Knowledge Graph inclusion, a profile with activity appears more legitimate.

  6. Posting and updates: Google allows you to post updates (offers, news, events) via the Business Profile dashboard. Posting occasionally can signal that the business is active. Also make sure to answer any Q&A that users might post on your profile.

Once your Google Business Profile is up, when you search for your company name, you’ll likely see a right-side panel with your info (especially if the search is being done in your local area or Google knows it’s your business). This is often called the local Knowledge Panel. It may include a map, address, hours, and reviews.

While this local panel is distinct from the more general Knowledge Panel that pulls from the web, having a GBP listing helps anchor your entity in Google’s system. Google now definitely knows you exist as a business at least in their local database. Over time, if you’ve also built those other web signals (Steps 1-3), Google can merge this understanding and show a comprehensive panel.

For example, a search for your company might show a panel that includes your logo, description (from your site or a notable article), along with the map/address and reviews – a blend of local and Knowledge Graph info. This is ideal.

Also, your GBP listing is how you will later claim the Knowledge Panel officially (more on that next). So it’s a must-do for businesses operating in the U.S. (or anywhere).

Step 5: Monitor, Claim, and Maintain Your Knowledge Graph Presence

By now, you’ve laid the groundwork. Google’s indexing processes may take weeks or a few months to connect all these dots. You can hasten discovery by ensuring your site is crawled (submit your sitemap in Google Search Console, and share new press articles on your social media to get them indexed faster). As you notice more references to your brand in search results, check if a Knowledge Panel has started to appear.

Here’s how to proceed as your Knowledge Graph listing materializes:

Check if Google Recognizes Your Entity

A handy tool to test whether Google’s Knowledge Graph has picked up your entity is the Google Knowledge Graph Search API (a developers’ tool, but anyone can use it for a quick check). You don’t need to write code; just use the demo explorer:

  • Visit the Knowledge Graph Search API demo. There’s a form where you can input a query (your company name) and it will return any matching entities in the Knowledge Graph.

  • If your startup/agency is recognized, it will show an entity with an “@id” (a unique identifier starting with kg:) and some info like name and description. This indicates Google has an entry for you.

  • If nothing comes up, it means Google hasn’t added it yet or is still unsure. Continue building mentions and ensure all previous steps are in place.

Also, try searching variations of your name on Google and see if a panel appears. If your name is somewhat generic, add a keyword (e.g. “XYZ Agency marketing”). Sometimes panels trigger only when Google is confident the intent is your business.

Claim Your Knowledge Panel

Once you do see a Knowledge Panel for your business on Google, you’ll likely see a small text at the bottom of the panel that says “Claim this knowledge panel” (usually with a brief icon). Claiming allows you to suggest edits and at least partially control your panel’s content.

Steps to claim:

  1. Click “Claim this knowledge panel” when viewing the panel (make sure you’re logged into a Google account – ideally the one associated with your business or your personal account that’s listed on your website as owner).

  2. Google will ask you to verify your identity or association with the entity. This typically involves signing into one of the authoritative profiles you created. For example, it may offer options like: verify with your Twitter account or Facebook (it will check if the account’s name matches the entity), or verify via your official website (Google may require you to have your email domain match the website’s domain), or through your YouTube channel or Google Business Profile.

  3. Follow the prompts for the verification method you choose. If you have your Google Business Profile and website, that usually suffices. Sometimes it will send a verification code to your website’s contact email.

  4. Once verified, you gain access to a panel in Google’s system where you can suggest changes to the Knowledge Panel information (such as the featured image, the description if it’s pulling something odd, etc.). You can also add posts (like informative posts or updates) that might appear in the panel.

Note: Claiming the panel doesn’t mean changes are instant or guaranteed; Google will review suggestions. But being verified as the entity’s official representative gives you a stronger voice.

Keep Information Updated and Consistent

Achieving a Knowledge Graph listing isn’t a one-and-done task. Ongoing maintenance ensures you retain that panel and keep it accurate:

  • Update at the source: If any core detail changes (new logo, rebranding, new address, different CEO), update your website and all your profiles as soon as possible. Remember, Google periodically recrawls those sources. If it finds conflicting information, it could either update the panel incorrectly or even lose trust in the entity’s consistency.

  • Regular audits: Every few months, do a scan of your online presence. Google your business and see what appears. Check your Crunchbase, LinkedIn, etc., for any outdated info. If you find old info on a site you don’t control, reach out to them to correct it. For instance, if a years-old article or directory listing has an old address or an old name, ask the webmaster or use any edit tools to update it.

  • Add new significant sources: As your business grows, you might get new press coverage or get listed in new databases (like a new industry award or a mention on a major news site). Incorporate those into your sameAs or at least link them on your site. The more current, reputable mentions you accumulate, the more solid your Knowledge Graph entry becomes.

  • Monitor the panel’s content: Sometimes Google will automatically change the snippet or image in your panel if it finds a “better” source. For example, it might switch the description text to one from a newer news article about you. If the new info is good, fine. If it’s inaccurate or less ideal (say a random wiki site scraped something and Google used it), use the Feedback option on the panel. Click “Feedback” and explain what’s wrong, or better, go to that source and fix the info there, then indicate to Google that it’s been corrected.

  • Engage with users: If your Knowledge Panel has interactive elements (like Q&A from Google Business or user-submitted facts), engage and ensure they’re addressed. For example, users can suggest edits too or ask questions (“Is this place open on weekends?” etc.). Promptly respond via your Google Business account to demonstrate active ownership.

Use Bing and Other Sources for Clues

As a side exercise, check how your business is represented on Bing (Microsoft’s search engine). Bing also has a Knowledge Panel, and importantly, Bing often lists the sources it used at the bottom of the panel (such as Wikipedia, LinkedIn, Crunchbase, etc.). If your brand shows a panel on Bing, see which sources are cited. This can give insight into what sources are considered authoritative for your entity. Ensure those sources are well-tended. Even if Bing lists something like Wikipedia (perhaps a mention on Wikipedia), that indicates that mention helped – or if it lists “Crunchbase” then your Crunchbase profile is definitely pulling weight.

Because Google and Bing share some similar approaches to knowledge graphs, covering bases that Bing shows can indirectly help Google too.

Patience and Persistence

Building a Knowledge Graph presence without Wikipedia takes time and persistence. Don’t be discouraged if you don’t see a panel immediately after doing these steps. Continue building your brand’s digital footprint. Often, a threshold is crossed where suddenly Google’s algorithms will “lock on” to your entity and display the panel. It might happen after a certain high-authority site mentions you, or simply after some months of consistent signals.

Once it appears, celebrate – but keep nurturing those signals so the panel remains. It’s much harder to get a Knowledge Panel to appear than it is to maintain one, so put in the heavy work upfront and then you can shift to lighter maintenance mode.

Final Checklist: Key Actions to Get Listed in Google’s Knowledge Graph

  • Website Entity Page: Create a clear, information-rich “About Us” page on your site with a concise description and key facts about your business.

  • Schema Markup: Implement Organization schema JSON-LD on your site, including sameAs links to your social profiles, Crunchbase, and other listings.

  • Consistent Info: Decide on standard wording for descriptions, and ensure your name, address, founding details, and other facts are consistent everywhere.

  • Social Media Profiles: Set up or update business profiles on Facebook, LinkedIn, Twitter, and other relevant networks with complete info and links back to your site.

  • Crunchbase Profile: Create and verify a Crunchbase entry for your company (include all relevant details and links).

  • Wikidata Entry: Add a Wikidata item for your business, with factual data and references (optional but highly beneficial for structured recognition).

  • Other Directories: List your business on trusted platforms (LinkedIn company directory, AngelList for startups, Clutch for agencies, BBB, etc., as appropriate).

  • Press Releases: Publish at least one press release about a notable event (funding, launch, etc.) through reputable distribution, ensuring your company details are included.

  • Media Coverage: Proactively seek mentions or features in independent publications (industry blogs, news sites, local media). Use HARO and guest posting to get your name in authoritative places.

  • Google Business Profile: Create/claim your Google Business Profile, fill out all details, and verify it. Add photos and encourage a few customer reviews.

  • Cross-Link Everything: Make sure your website links to your other profiles (and vice versa) and that those profiles link to each other where possible.

  • Monitor Progress: Periodically search for your brand and use Google’s Knowledge Graph API to check if an entity exists. Watch for the appearance of a Knowledge Panel.

  • Claim Panel: Once a Google Knowledge Panel appears for your brand, use the “Claim this knowledge panel” option to verify and gain management rights.

  • Maintain Accuracy: Regularly update all sources if any information changes. Keep content fresh (new press, updated descriptions if needed) so Google continues to trust the info.

  • Consistency & Patience: Ensure ongoing consistency across all platforms and be patient. Building a recognized entity profile on Google takes time, but each action above contributes to the end goal.

By following this checklist, you’ll cover the critical techniques and tactical steps needed to get your startup or SEO agency listed in Google’s Knowledge Graph without a Wikipedia page. This comprehensive approach – from your own site’s optimizations to leveraging third-party platforms and media – will establish the online footprint that signals to Google: this entity is real, notable, and deserves a Knowledge Panel.

Keep the focus on factual, verifiable information and a strong, consistent brand presence, and you will greatly improve your chances of success.

Sources

  • Search Engine Land – “How I earned a knowledge panel without a Wikipedia page” (John McAlpin, 2022)

  • Search Engine Land – “How to get a Knowledge Panel for your brand, even without Wikipedia” (George Nguyen, 2020)

  • Search Engine Journal – “How to Get Your Brand in Google’s Knowledge Graph Without a Wikipedia Page” (Jason Barnard, 2020)

  • Reddit – r/GrowthHacking thread: “How to get a Google Knowledge Panel?” (user InvincibleGrowth’s answer listing trusted sources)

  • LinkedIn Article – “How to Get a Google Knowledge Panel Without a Wikipedia Page” (iMark Infotech, 2022)

  • SEOLeverage Case Study – “How you can have a Knowledge Panel without Wikipedia link” (Gert Mellak’s team, 2021)

  • Google Developers – Knowledge Graph Search API (tool for checking entity presence)

  • Google Support Forum – Discussion on Knowledge Panel creation triggers (mention of Encyclopedia Metallum as source)

Kurt Fischman is the founder of Growth Marshal and is an authority on organic lead generation and startup growth strategy. Say 👋 on Linkedin!

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