Entity SEO: Helping Search Engines Understand Who You Are
Search has moved from strings to entities. Here is what that means practically.
AEO & AI Search
What an entity is
An entity is a distinct thing with defined attributes and relationships: a company, a person, a product, a place. Search engines and language models increasingly reason about entities rather than matching keyword strings.
Building entity signals
Consistent naming everywhere. Organization schema with complete attributes. Presence on authoritative reference sources. Consistent descriptions of what you do across every profile and directory. Clear relationships between your brand, your people, and your products.
Why it matters more now
When a language model decides whether to recommend you, it is reasoning about you as an entity with attributes. Ambiguity about what you do or who you serve reduces the chance of being recommended for anything specific.
Key takeaways
- Search engines reason about entities, not keyword strings
- Consistent naming and description across all sources is foundational
- Organization schema is the primary structured signal
- Entity ambiguity reduces AI recommendation likelihood
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