Optimizing Knowledge Graph for B2B Brands


Google’s Knowledge Graph showcases for a user structured and detailed information about a topic based on their search. The goal is that users would be able to use this information to resolve their query without having to navigate to other sites and assemble the information themselves.

Marketers who understand the sources from which Knowledge Graph information is retrieved can highlight relevant information about their brand in ways best understood by Google crawlers and algorithms.

google search results

Components of a Brand’s Knowledge Graph:

  1. Logo: derived from the logo markup using JSON-LD
  2. Company Description: derived from the Wikipedia page of the brand (if there is no Wikipedia page this won’t appear)
  3. Profiles: derived from the social profile markup using JSON-LD

How to Make your Brand Eligible for Google’s Knowledge Graph

Markup the Site Using JSON-LD Syntax

Google recommends JSON-LD because, unlike schema markup, JSON-LD doesn’t require the marketer/developer to interweave the structured data with the HTML displayed content.

The following code shows how to highlight a company logo to Google, and how to link the social profiles of the brand with the website:

google knowledge graph

To check if the markup is correct, use Google Structured Data Tester.

The next time Google crawls the page, its indexing algorithms will process the profiles from your markup, making them eligible for use in search results. It can take up to a week to kick in.

What you Need to Know About Organization Markup

  1. Place the JSON-LD markup code on the Home page of your brand
  2. Pages with markup should be allowed for search engines to index and follow
  3. For sites that have a verification process, Google only shows verified profiles
  4. Insert the SCRIPT block anywhere on the page — either the head or body of the page


Team Position²

Team Position²

Position2 is an innovative digital marketing agency that accelerates demand through integrated Content Marketing, Paid Acquisition, and Marketing Technology solutions. Our demand acceleration solutions map the buyer’s journey across multiple touch points such as search, social, mobile, media, and email. These integrated campaigns are powered by cutting-edge content creation, digital advertising, web design/development, marketing automation, and analytics. We serve hundreds of clients ranging from VC funded startups to Fortune 500 multinational firms. Our 200-member team is based in Silicon Valley and Bangalore and consists of marketing gurus, engineers, data scientists, writers, and designers. Founded in 2006, Position2 is backed by Accel Partners.