Entities and relationships
A graph stores your company as a node, with typed connections to its founders, its location, its industry, and its products. That structure is what lets an engine answer a question it has never seen phrased that way before.
Google's graph is fed by structured data on your pages, by licensed datasets, and heavily by Wikipedia and Wikidata. It is not something you edit directly, which frustrates everyone who discovers it.
| Source | What it contributes | Can you edit it |
|---|---|---|
| Wikidata | Entity facts and relationships | Yes, with citations |
| Wikipedia | Entity notability and description | Only if you meet notability rules |
| Schema on your site | Your own declared facts | Yes, fully |
| Directories and profiles | Corroboration of those facts | Yes, per platform |
| Google Business Profile | Location and category | Yes, if you have premises |
How to influence what it holds about you
- Organization schema with a complete, accurate sameAs array
- Wikidata, which accepts entries under looser notability rules than Wikipedia
- Consistent facts across every directory and profile you control
- Named team members with their own pages and linked professional profiles
- Google Business Profile, where a physical location applies
Why it matters more now
Generative answers have to attribute claims to entities. When a model resolves your brand confidently, you become quotable. When it cannot, you get summarised generically or left out, regardless of how well your pages rank.
Why it matters for B2B marketing teams
B2B companies underestimate this because there is no dashboard for it. When a buyer asks an assistant about your company and gets a vague or wrong answer, the cause is usually an entity the engine cannot resolve. Wikidata plus consistent schema fixes more of that than any content calendar.