Wikidata.

Wikidata is a free, open, and collaborative knowledge base maintained by the Wikimedia Foundation (the organisation behind Wikipedia). It stores structured data about entities — people, organisations, places, concepts — in a machine-readable format (statements with qualifiers and references) that can be queried by search engines, developers, and AI systems.

Wikidata and Google's Knowledge Graph

Google explicitly uses Wikidata as a primary structured data source for its Knowledge Graph. A Wikidata entry for a brand or person — with correctly structured statements about their description, founding date, URL, industry, founding team, and social profiles — directly contributes to how Google understands and represents that entity in Knowledge Panels and AI-generated answers.

Creating and Maintaining Wikidata Entries

Any registered editor can create a Wikidata item for a notable entity. For brand entity SEO, a Wikidata item should include: an English label and description, the brand's official website (P856), founding date (P571), industry classification (P452), founders (P112), logo image (P154), social media profile links (P2002/P2013 etc.), and a Wikipedia article identifier (P18) if one exists. Items must be verifiable — each statement should reference a reliable source.

Wikidata Notability

Wikidata has lower notability thresholds than Wikipedia — a brand or person doesn't need a dedicated Wikipedia article to have a Wikidata item, but must still be externally verifiable. For very small or early-stage brands, the threshold for a verifiable Wikidata entry may not yet be met; building third-party coverage (press mentions, directory listings) before creating a Wikidata entry strengthens the case.