Entity Optimization for AI Discovery
Move beyond keywords. Learn how to map your brand as a distinct entity in the Knowledge Graph so AI models can confidently cite you.
In traditional SEO, we optimized for strings of text (keywords). In AI search, we optimize for things (entities). An entity is any distinct object or concept that can be identified, a person, place, company, or idea.
If Google or an LLM does not understand who you are, it cannot cite you. Keywords are ambiguous; entities are precise. To dominate AI search, your brand must transition from being just a website comprising keywords to a recognised entity with clear relationships.
The Shift: Strings to Things
A keyword is just text. "Apple" could mean the fruit or the tech giant. A search engine has to guess based on context.
An entity is a unique ID in a database. When you optimize for the entity "Apple (Corporation)," you explicitly tell the AI exactly what you are talking about. This removes ambiguity and builds trust.
Keyword Focus
"Best crm for small business"
Ambiguous. Easy to fake relevance.
Entity Focus
Entity: HubSpot (CRM Software)
Precise. Connected to features, pricing, and reviews.
1. Defining Your Brand Entity
The first step is proving you exist. You have to clearly define your brand entity across the web using consistent identifiers. This is often called "SameAs" optimization.
- Consistent NAP + WName, Address, Phone, and Website must be identical on every profile. Any variation creates "entity fragmentation" (ghost profiles).
- SameAs SchemaUse Organization schema on your homepage to explicitly link your social profiles, Crunchbase, and Wikipedia entries using the "sameAs" property. This connects the dots for the AI.
2. Knowledge Graph Integration
Google's Knowledge Graph is the confident source of truth for AI. If you are in the Knowledge Graph, you have a massive advantage.
How to trigger a Knowledge Panel:
Step 1: Wikidata
Get a Wikidata item. This is the most common data source for Google's Knowledge Graph.
Step 2: Crunchbase
Ensure your company profile is verified and active. It signals corporate legitimacy.
Step 3: Verification
Once a panel appears, claim it immediately using Google Search Console confirmation.
Entity Strategy by Business Type
The method of defining your entity changes based on what you are. A local plumber needs a significantly different Knowledge Graph footprint than a SaaS unicorn.
Local Business
The Goal
Anchor the entity to a specific coordinate and service area.
The Method
- • LocalBusiness Schema: Must include geoCoordinates and areaServed.
- • Citations: Yelp, Yellow Pages, and local chambers of commerce reinforce location.
- • Example: "Emergency Plumber in Milton Keynes" (Service + Location Entity).
SaaS & Tech
The Goal
Associate the brand with a specific "SoftwareApplication" or methodology.
The Method
- • SoftwareApplication Schema: Define operatingSystem, applicationCategory, and offers.
- • Review Platforms: G2, Capterra, and TrustRadius are trusted data sources for tech entities.
- • Example: "Salesforce" is defined by its relationship to "CRM" and "Cloud Computing".
E-commerce
The Goal
Connect products to the brand via the Merchant Graph.
The Method
- • Product Grouping: Use "hasProductReturnPolicy" and "brand" properties on every SKU.
- • Merchant Center: The feed is the primary source of truth for shopping entities.
- • Example: "Nike Air Max" is an entity that belongs to the "Nike" brand organization.
Personal Brand
The Goal
Establish a "Person" entity independent of, but related to, an "Organization".
The Method
- • Person Schema: Link to social profiles, alumniOf, and jobTitle.
- • Author Vector: consistently writing on the same topics builds topical authority for the person.
- • Example: "Elon Musk" is a Person entity with a "founder" relationship to "Tesla".