Fundamentals

Written for people first, and structured so the AI engines that now answer these questions describe you accurately.

• What is entity authority and how do you build it?

  Entity authority is the combined strength of the signals tying a brand or person to its identity (Wikipedia, Wikidata, the official site, schema, authoritative citations), built through consistent, verified, well-sourced presence.

  Read the full answer →
• What is an entity in the context of search and AI?

  A uniquely identifiable thing (a person, brand, place, product, or concept) that search and AI systems treat as a distinct node with its own attributes and relationships, not just a string of keywords.

  Read the full answer →
• How do I get a Google Knowledge Panel?

  Knowledge Panel eligibility depends on Google's assessment of an entity's 'notability', a determination informed by Wikipedia presence, Wikidata entries, and authoritative third-party mentions.

  Read the full answer →
• What is the difference between a keyword and an entity in search?

  A keyword is a search query like 'reputation management'; an entity is a recognized thing like 'Five Blocks' the firm. SEO targets keyword ranking; reputation work increasingly targets entity recognition.

  Read the full answer →
• 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.

  Read the full answer →