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What is entity SEO?

Entity SEO helps search engines and AI understand the real-world things your site is about (your business, people, products) and how they connect.

Updated

Entity SEO is the work of helping search engines and AI systems recognize the real-world things a site is about (a business, a person, a product, a place) and how they relate. Search engines store these as entities in a knowledge graph, so a clear entity can be understood without relying on exact keywords.

What is an entity?

An entity is a distinct, identifiable thing: “Patagonia” the clothing company, not the region. Google introduced its Knowledge Graph in 2012 with the phrase “things, not strings”. Today the same idea helps AI assistants decide which business a question is about and what is true of it.

How do you do entity SEO?

  • Use one consistent name, address, description and logo everywhere your business appears.
  • Give each important thing its own clear page: the company, each product, each location, each author.
  • Describe the entity with structured data, and connect it to its profiles with sameAs.
  • Earn mentions on the sources engines trust for your field: industry directories, press, reference sites.
  • Link related pages to each other with descriptive anchor text (see internal linking).

Example

Organization markup with sameAs links
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Acme Plumbing",
  "url": "https://acme.example",
  "logo": "https://acme.example/logo.png",
  "sameAs": [
    "https://www.linkedin.com/company/acme-plumbing",
    "https://www.facebook.com/acmeplumbing"
  ]
}
</script>

Markup alone does not create an entity; it confirms what the page and the wider web already say. Related: E-E-A-T, JSON-LD, GEO.

Sources