Why it shows up in your week
Entity SEO shows up when two vendors share a similar name, or when ChatGPT describes your company with the wrong city, offer, or founder. The fix is consistent facts, not another keyword page.
In plain language
An entity is a distinct thing a machine can name: your company, a service line, a person, a place, a product. Entity SEO makes those identities stable across the site and trusted third-party mentions.
Practical work includes matching Organisation/Person schema to visible copy, aligning NAP and About facts, linking related service pages, and earning citations that repeat the same identifiers.
Facts worth keeping
Last reviewed
- Type
- SEO / AI search practice (identity-focused)
- Also known as
- Entity optimisation, knowledge-graph SEO
- Typical entities
- Organisation, Person, Service, Product, Place
- Consistency surfaces
- Site copy, schema, GBP, LinkedIn, directories, press
- Sibling terms
- Knowledge Graph, structured data, GEO, NAP consistency
- Success signal
- Systems describe the same name, category, and proof without inventing details
Not the same as
- Keyword stuffingRepeating a phrase is not the same as proving a stable identity with matching facts and relationships.
- Schema markup aloneSchema labels facts. Entity SEO also needs those facts to match visible pages and third-party mentions.
- Brand storytelling fluffVague mission copy does not help a model resolve who you are, what you sell, or where you operate.
Where it bites
Entity SEO bites when AI answers mix you with a competitor, invent an office, or omit the service line you actually sell.
Founders feel it in shortlists that skip the company because the model cannot resolve a clean entity.
What to check
- Do Organisation and Person facts match across About, schema, and key profiles?
- Is each service named the same way on the site, in llms.txt, and in third-party mentions?
- Can a stranger tell your category, location, and proof from the homepage alone?
Common questions
What is Entity SEO?
Entity SEO is the work of making people, companies, products, and services clearly identifiable so search and answer systems attach the right facts to the right name.
How is Entity SEO different from classic keyword SEO?
Keyword SEO targets queries and rankings. Entity SEO targets identity: consistent names, relationships, and proof that machines can resolve across sources.
What should you fix first for Entity SEO?
Align the company name, category, location, and key people across the site, Organisation/Person schema, and the profiles buyers and models already trust.