What is a knowledge graph (and why Localist is building one for NZ)
A knowledge graph is a structured map of entities and how they relate. Google has one. Wikipedia powers one. And AI search engines rely on them. Here's what they are and why NZ businesses need to be in one.
A map, not a list
A directory is a list: business name, phone number, category. Useful, but flat. A knowledge graph is a map: it shows not just what each business is, but how businesses relate to each other, to locations, to industries, and to people.
Google's Knowledge Graph is what powers the info box you see when you search a business. Wikipedia's structured data feeds a similar graph. AI search engines like ChatGPT and Perplexity rely on these graphs to answer questions accurately.
When an AI says 'the best bakery in Wellington is X,' it's drawing on a knowledge graph that connects bakeries, Wellington, reviews, and trust signals. If your business isn't well-represented in that graph, you won't be the answer.
Why New Zealand needs its own
Global knowledge graphs are built from global sources — Wikipedia, large directories, major websites. NZ businesses, especially small and local ones, are often underrepresented in those sources.
A NZ-specific knowledge graph, connected to the official NZBN register, gives AI engines a richer, more accurate picture of NZ businesses than they could assemble from global sources alone.
This is what Localist is building: a verified, NZBN-connected knowledge graph of NZ businesses, structured the way AI systems read data, so that when someone asks an AI for a NZ business, the answer is accurate and local.
How being in it helps you
When your business is in a knowledge graph with a verified NZBN, consistent details, and structured relationships (to your category, your region, your services), AI engines have a single, trusted source to consult about you.
That means fewer gaps, fewer contradictions, and a higher likelihood that an AI will cite you with confidence — because it can verify who you are, what you do, and where you are from one structured record.
Claiming your Localist profile is how you take control of your place in that graph: you correct what's wrong, add what's missing, and make sure the graph reflects the real you.
Frequently asked questions
Is a knowledge graph the same as a database?+
Not quite. A database stores records; a knowledge graph stores records plus the relationships between them. The relationships are what make it powerful for AI — it can follow connections (business → category → region → related businesses) to answer complex questions.
Does Google use knowledge graphs for NZ search?+
Yes. Google's Knowledge Graph influences what appears in info boxes and AI Overviews for NZ queries. But Google's graph is built from global sources and often has gaps for small NZ businesses. A NZ-native, NZBN-connected graph fills those gaps.
How do I get my business into Localist's knowledge graph?+
Search for your business on Localist. If it's already in the NZBN-connected dataset (most registered NZ businesses are), claim it and complete your profile. If not, you can add it. Either way, you control what the graph says about you.
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