Entity SEO

The practice of helping search engines understand and recognise the real-world entities (people, places, organisations, products) your content is about.

Entity SEO is built on Google's Knowledge Graph — Google's database of facts about real-world entities and their relationships. When Google can identify the entities your content discusses, it can better understand what your content is about, connect it to related queries, and surface it for entity-related searches.

Building entity recognition: create a strong Organisation or Person schema on your site, consistently name entities the same way across your site (avoid referring to your company by different name variants), earn mentions and links from high-authority sites that Google already recognises as entities, build a Wikipedia page or Wikidata entry if your brand/person qualifies, claim and verify your Google Business Profile, and use sameAs properties in schema pointing to your social profiles.

Entity SEO is increasingly important for AI search: language models learn about the world through named entities and their relationships. Sites with clearly identified, well-documented entities are easier for AI systems to cite accurately and confidently.