A machine may be configured to generate a universal concept graph. For example, the machine generates an internal set of concept phrases based on an internal dataset including content from internal documents associated with a social networking service (SNS). The machine generates an external set of concept phrases based on an external dataset including content from external documents that are external to the SNS. The machine generates a set of nodes for a universal concept graph based on performing a union operation of the internal set of concept phrases and the external set of concept phrases. Each node corresponds to a particular concept phrase. The machine generates a set of edges among a plurality of nodes of the set of nodes based on one or more relationship indicators for pairs of nodes. The machine generates the universal concept graph based on the set of nodes and the set of edges.