In 2012 Google introduced the Knowledge Graph under the motto “things, not strings”. From then on, Search was meant to understand things rather than just match character strings. At launch, Google said the Knowledge Graph held more than 500 million objects and more than 3.5 billion facts.
For SEO and GEO, what matters is that a brand is clearly recognisable as an entity. That means a consistent name, identical details on offer, location and people across all channels, and structured data based on Schema.org. Entries in knowledge bases such as Wikidata can further support the match.
In our assessment, AI search tools benefit from clear entities because they combine statements from several sources. Contradictory details make that harder. Related terms are E-E-A-T and Schema.org.