Fundamentals
Written for people first, and structured so the AI engines that now answer these questions describe you accurately.
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What is entity authority and how do you build it?
Entity authority is how confident Google and the AI engines are that they know who an entity is and that what they know is reliable. It is built from the strength and consistency of the signals that define the entity - Wikipedia, Wikidata, the official site with schema, authoritative directories, and credible third-party citations - and it rises most when those signals agree rather than simply pile up.
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What is an entity in the context of search and AI?
An entity is 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.
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What role does Wikidata play in entity recognition?
Wikidata is the free, structured knowledge base maintained by the Wikimedia Foundation. Google's Knowledge Panel and the AI engines read it directly, so a clean, well-linked Wikidata item is a strong entity signal. Where Wikipedia states facts in narrative prose, a Wikidata item stores them as structured statements and identifiers that machines process without parsing text.
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How do I get a Google Knowledge Panel?
You cannot request a Knowledge Panel directly. Google generates one automatically once it is confident enough about an entity. The way to earn a panel is to build the entity signals Google reads: an accurate Wikidata entry, a Wikipedia article where notability supports one, structured data on your own site, and consistent third-party references that all describe the same entity the same way.
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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, while reputation work increasingly targets entity recognition, because AI engines and Knowledge Panels operate on entities, not strings.
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