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Entity SEO

Definition: Entity SEO is the practice of helping search engines and AI systems recognize your brand, people and products as distinct entities, with consistent facts, clear relationships and corroborating sources across the web.

Also called: entity-based SEO, entity optimization

Updated

A working checklist

Entity SEO is less a technique than a discipline of consistency. Work through these in order:

  1. Fix one canonical name and one-sentence description for the business, and use them on your site, profiles and press materials.
  2. Publish a real About page with what you do, where you are, when you started and who is behind the company.
  3. Add Organization markup in JSON-LD on the home or About page, including name, url, logo and sameAs links to the profiles you control.
  4. Align external profiles: business listings, social bios, app store pages and directories should carry the same name, address and description.
  5. Earn independent descriptions on sites you do not control, such as reviews, interviews and industry lists, that describe you the same way.

What markup does and does not do

Google says organization structured data can help it understand your organization’s administrative details and tell it apart from others in results (Organization structured data). It also says no special schema is required to appear in its AI features. Markup is a clarifying signal, not a shortcut: it describes an entity that has to be corroborated elsewhere.

Mistakes that confuse search engines

  • sameAs links to profiles you do not own, or to a competitor with a similar name.
  • Marking up facts that are not visible anywhere on the page.
  • Different founding years, addresses or company names across sources.
  • Several near-identical “About” pages for regional versions of the same business.

Our view: for AI answers, conflicting facts are worse than missing ones, because a model may repeat whichever version it saw most. The schema markup validator checks your Organization markup, and the AI visibility guide explains how entity clarity feeds into AI answers.