The “Trust Graph” Explained
Google’s Knowledge Graph is a map of the world, composed of Entities (People, Places) and Edges (Relationships).
Most people think of the internet as a collection of documents (web pages). Google thinks of it as a collection of Entities.
This shift is the foundation of the Knowledge Graph (or “Trust Graph”). It is a massive database that understands real-world things and how they relate to one another.
Nodes and Edges
Imagine a giant spiderweb.
- The Node: This is the Entity. It could be “Barack Obama,” “The Eiffel Tower,” or “Your Business.”
- The Edge: This is the relationship line connecting two nodes. For example, an edge connects the node “Barack Obama” to the node “Michelle Obama” with the label “Spouse.”
The Problem: The Lonely Node
If you launch a new website, you are a “Lonely Node.” You exist, but you are floating in the void. You have no edges connecting you to the rest of the graph. Because you are disconnected, the AI does not trust you. It doesn’t know if you are real, a scam, or a hallucination.
The Solution: Building Bridges
To rank in AEO, you must strengthen your node by building edges to Trusted Nodes.
Trusted Nodes are entities that Google implicitly trusts. These include:
- Government databases (.gov)
- Major Universities (.edu)
- Established News Outlets (NYTimes, BBC)
- Wikidata / Wikipedia
- Chambers of Commerce
When a Trusted Node links to you (or cites you), trust flows down that Edge to your Node. This is not just “link juice”; it is Entity Validation.
Actionable Steps
You cannot force your way into the Graph, but you can invite yourself in:
- Claim Your Profiles: Ensure you exist on major platforms (LinkedIn, Crunchbase, Google Business). These are established nodes.
- Use “SameAs” Schema: In your JSON-LD, list all your social profiles in the
sameAsarray. This explicitly draws the edges for the robot. - Get Cited: A mention in a local newspaper or a link from a local Chamber of Commerce connects you to the local trust graph.
Frequently Asked Questions
What is the Trust Graph?
The Trust Graph (Knowledge Graph) is Google’s internal map of the world. It organizes information by ‘Entities’ (Things) and their relationships, rather than keywords.
What is an Entity Node?
An Entity Node is a single point on the graph representing a real-world thing—a person, business, or concept. Your business is a Node.
What are Edges in the graph?
Edges are the lines that connect Nodes. They represent relationships (e.g., “Parent of”, “CEO of”, “Located in”).
How do I strengthen my Node?
Build edges to Trusted Nodes. Get citations from universities, government databases, or major industry associations.
Are backlinks the same as Edges?
A backlink is a type of Edge, but not all Edges are links. A text mention in a book or a database listing is also an Edge.
What is the “Seed Set”?
The Seed Set is a group of sites Google manually trusts (Wikipedia, .gov). Trust flows downstream from these seeds to the rest of the web.
How does Schema affect the Trust Graph?
Schema explicitly defines Edges. The `sameAs` property tells Google “This website Node is the same entity as this LinkedIn Node.”
What is a Knowledge Panel?
A Knowledge Panel is the visual proof of a strong Entity Node. It is the information box Google displays when it is confident it knows who you are.