The Knowledge Graph is Google's internal database of entities — people, places, organisations, concepts — and the relationships between them. Launched in 2012, it powers Knowledge Panels, featured answers, and many other SERP features by letting Google understand the meaning behind a query rather than treating it as a string of keywords. Content that clearly establishes entity relationships through [Structured Data](/glossary/structured-data), authoritative citations, and consistent name/address/phone information is more likely to be understood and represented correctly in the Knowledge Graph.