What is entity SEO?

By the Variask team · Updated

Definition

Entity SEO is making sure search engines and AI models clearly understand who your brand is, what it does and how it relates to other things, such as products, people, places and topics.

What entity SEO involves

  • One consistent name, description and set of facts across the web.
  • Organization, Product and Person structured data with sameAs links.
  • A clear about page, contact details and leadership information.
  • Profiles on trusted directories and knowledge sources.
  • Content that ties your brand to the topics you want to be known for.

What it means for brands

  • If AI confuses you with a similarly named company, entity work is the fix.
  • The clearer your entity, the less room for hallucinated facts.

Questions

Entity SEO:
common questions

A distinct thing a search engine can identify, such as a company, person, product, place or concept, as opposed to just a keyword.

Related terms

Keep exploring

How AI search works

Knowledge graph

A knowledge graph is a database of entities, such as companies, people, products and places, and the relationships between them. Search engines and AI systems use knowledge graphs to understand who is who and what is what.

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Technical

Structured data

Structured data is code added to a page, usually JSON-LD using the Schema.org vocabulary, that describes its content in a machine readable way, such as a product's price, an article's author or a company's logo.

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Disciplines

Topical authority

Topical authority is how strongly a site is seen as an expert source on a subject, built by covering that subject in depth, accurately and consistently over time.

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Measurement

Unlinked brand mentions

Unlinked brand mentions are places on the web where your brand is named without a link to your website. AI models learn about brands from these mentions, so they count even without a link.

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Full glossary