Companies can primarily use the Google Knowledge Graph as a SEO and marketing tool. They can attempt to influence which information appears for their brands and products in the Knowledge Graph, thereby actively attracting users to their websites. Due to the fact that Google uses information from Wikipedia or company websites for the Knowledge Graph, it’s possible to have a considerable effect on the content displayed by Google’s Knowledge Graphs. Both sources are treated equally. It’s therefore possible for companies to use the search engine feature to direct traffic to their websites. But this only works if the information presented by the Knowledge Graph is appealing, objective, and well-structured.
From a company’s perspective, there’s also a considerable disadvantage with this Google feature. If the information in the infobox is already sufficient for the user, they may no longer need to click on the corresponding website, resulting in a drop of incoming traffic. For this reason, the Wikipedia community is quite critical about this development.