Working With Google’s Knowledge Graph Card

Health IS Technology Blog

Working With Google’s Knowledge Graph Card

Google Identification represented by Closeup of businessman attaching name tag that read Google

What Is A Google Knowledge Graph Card?

You may have noticed that when you search for something on Google, such as a business or public figure, the search engine will present you with an identification box or “knowledge graph card”. These usually include an image that sums up the subject, as well as a blurb summarizing it/them. The goal of these quick identifications from Google is to bring users a large breadth of information as quick as possible. Take a look at the Google identification box that appears for USF:

USF Google Identification Box

Interestingly, because USF is a university there’s different information provided than might be given for other organizations. For example, the Google identification box for Microsoft includes information like stock value and current CEO, while USF’s Google ID box features things like acceptance rate and average tuition fees.

Microsoft Google Identification Box

Where Does Google Get The Data For My Identification?

The information for these Google identification boxes are found through an algorithm involving Google’s Knowledge Graph. The Google Knowledge Graph takes information from reputable websites such as,, and Google Plus. These source sites are all authoritative and highly respected. For an example of the Google Knowledge Graph, use the search engine to find something general, such as “Florida universities”. You’re going to be presented with a scrolling widget filled with all of the universities in Florida.

Google Information Graph Example

Google also relies on structured data to collect some of the most important information on a subject. Structured data, according to Google, is “A standardized format for providing information about a page and classifying the page content.” For example, every website under the USF domain includes structured data in the form of footers.

USF Footer with Structured Data

The data in these footers are all coded or setup on the web pages in a way that makes it possible for the Google search engine to read through and understand what it all means. Then, it can share the important bits with you when you search for information related to it (e.g. USF, Florida universities, etc.). The ID box is one area where it may be presented to you for a quick review.

How Can I Fix Incorrect Information In My Google Identification?

Sometimes Google identifications aren’t completely accurate, though. There are a couple of things you can do to try and fix any incorrect information being presented by Google. The easiest thing to do is send feedback to Google to correct the mistakes. There’s a “suggest an edit” button on the search engine results page. However, Google is a major corporation that receives thousands, if not millions, of requests a day. There’s no guarantee that your edits will be approved as soon as you need it to be. So you’ll need to try and fix the issue on your own as much as possible.

Edit Whatever Authoritative Sources You Can

First things first, check any structured data present on your site. Anything that’s incorrect needs to be fixed immediately. If you don’t have control of the code for your site – for example, if your page is overseen by your company’s IT team – submit a support ticket with an explanation of the problem in order to have the information adjusted.

Google Plus is one of the Google Knowledge Graph’s main sources. Be sure that your company has a Google Business Page set up with accurate information. There is a somewhat lengthy, but not overly difficult, process to get your page verified, but it’s worth it! Google will take the information provided on your Google Business Page and use it to present data on their search results pages. You can create a Google Business Page here. You also want to be aware of your business’ Wikipedia page. It’s usually frowned on for someone to start their own page, but there’s nothing wrong with at least adding accurate images and addresses, as Google looks to Wikipedia frequently for such data.

Ask For Help

Question sign icon

How can I correct false information on Google’s search engine results page?

Another thing you can do is to open a query on Google’s Webmaster Forum. As mentioned above, Google makes things a little tricky when it comes to receiving immediate assistance. Usually, you are required to go through the steps we’ve presented here. But sometimes, you need further help. In these cases, Google suggests presenting the issue on their webmaster’s forum. The forum is monitored by a few employees from Google, and with enough attention on your post, you could possibly grab the eye of one of them. There are many questions on the forum already about incorrect images, phone numbers, and addresses. So you may even be able to find your answer is there, already.

Finally, if the above steps do not lead to any results, try flooding Google’s feedback button with requests. When the support team receives multiple requests concerning the same issue, they seem to be more likely to fix the issue. Have your employees or co-workers suggest the edits, as well as doing it yourself. Your goal is to get Google’s attention.


Ultimately, Google’s quick identification presentation makes information much more accessible to users. It also helps Google to build their Knowledge Graph, the aim of which is to make a wide breadth of information easily accessible in a single location. On top of this, the identification boxes help your business by making its most important details easy to find by potential customers. So when these boxes contain any incorrect information, it could be detrimental. Following the above steps for fixing any mistakes on your Google identification will help!


How often do you look to Google identification boxes for information? Have you ever had to correct mistaken data on your own? Let us know on our Facebook page!

USF Health Information Systems is a comprehensive technology group serving the needs of the Academic Research and Clinical missions. We partner with our customers to deliver agile responsive technology solutions that drive business value and make life better for our students and patients. Be informed at all times by visiting You can connect directly via phone by calling (813) 974-6288 or by sending us an email via, after hours.


Bekah Witten
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Bekah is the content writer for the University of South Florida department of Information Technology.