Entity SEO
If your name, category and description aren't consistent everywhere a model can find them, it has to guess which version is correct. Entity SEO removes the guesswork.
What an entity actually is, and why it needs managing
An entity, in this context, is just the record a machine builds of who or what you are. It draws that record from your own site, your Organization schema markup, directory listings, Wikidata if you have an item there, and anywhere else your name shows up attached to a description.
Problems usually show up after some kind of change: a rebrand, a name simplification, a merger, or simply years of inconsistent copywriting across different parts of a website. The old name lingers in some places, the new one in others, and a model trying to describe you has no clean way to know which is current.
The fix is mostly about consistency and connection rather than clever wording. One canonical name, one canonical description, and explicit sameAs links tying your different profiles together so a machine can confirm they all refer to the same entity.
What happens when identity is ambiguous
We've seen two companies with similar names in the same industry get blended together in an AI-generated answer, with a fact belonging to one attributed to the other, because neither had strong enough entity signals to be clearly disambiguated.
We've also seen the more mundane version of this problem: a company that rebranded three years ago still gets referred to by its old name in some AI answers, because the old name is still what a handful of directory listings and an old Wikidata item say, and nobody had gone back to correct them.
How we build out entity clarity
Identity audit
We collect every place your brand's name, category and description currently appear, including ones you may have forgotten about.
Canonicalisation
We agree on the single correct version of your name, category and short description, the one everything else should match.
Structured data
Organization schema goes on your site with sameAs links connecting your other verified profiles together explicitly.
Third-party alignment
We work through directories, industry databases and any Wikidata presence to bring the older, inconsistent versions in line.
Ongoing checks
After a rebrand or any major change, we check back to make sure the old version isn't still the one machines are finding first.
What you actually get
- A full audit of where your brand's identity currently appears, and how consistently
- One agreed canonical name, category and short description
- Organization schema with sameAs links added to your site
- Directory and third-party listing corrections
- A follow-up check after any rebrand or name change
Works well alongside
- Knowledge Graph Optimisation, for the structured, public databases that reinforce the same identity.
- Large Language Model Optimisation, since a fragmented entity undermines everything else a model tries to retrieve.
Entity SEO questions
Is this the same as setting up a Google Business Profile?+
Do I need this if my business doesn't have Wikidata or Wikipedia entries?+
How long does it take for an identity correction to show up in AI answers?+
What happens after a rebrand?+
Not sure how consistently AI systems describe you?
A free audit shows exactly how ChatGPT, Gemini and Perplexity answer your category today, and where Entity SEO could close the gap.
or call 1300 138 708