What is entity optimization?

Entity optimization refers to the process of helping search engines like Google and AI Answer Engines like ChatGPT understand who or what a client is, based on structured signals from across the web. This includes Wikidata entries, schema markup, consistent NAP (name/address/phone) data, authoritative backlinks, and alignment between how a client is described across Wikipedia, owned web properties, social profiles, and other reference sources. A well-optimized entity is more likely to receive a Knowledge Panel and to appear accurately in AI-generated summaries.