Entity SEO

Search engines store facts about things in a knowledge graph. A string is just text. An entity is a thing with attributes and links to sources.

You want your product, company and key people to exist as entities there. Then your pages map to them. Assistants read the same sources and use the same names.

In practice this is simple. Use one consistent name. State what the thing is in the first sentence on its page. Add Organization markup with sameAs links. Keep facts the same on directories, review sites and, where it applies, Wikidata.

You cut ambiguity. You make it easy for Google to connect your pages, your profiles and mentions to one thing. That reduces mix ups with namesakes.

You also help AI answers say your name the same way. That can push correct citations and links. It also clarifies brand versus generic queries in reports.

A fixed page looks like this: "/about" opens with "YourProduct is project tracking software for architects." The same words appear on LinkedIn, Crunchbase and your GitHub org page. Your Organization JSON-LD links to those profiles in sameAs.

• Search your exact name in quotes. See if results cluster to you, your site and your profiles.
• Check for a knowledge panel on brand or founder searches. If one shows, review the sources it cites for accuracy.
• Validate your Organization markup. Use JSON-LD and include sameAs links to the profiles that describe you.
• Audit third-party facts. Company type, founding date, domain, logo and description should match across profiles and directories.
• Watch branded queries in Search Console. Track impressions, clicks and variations of your name.
• Read AI overviews and assistants for your topic. See how they name you and which sources they cite.

You cannot see a public list of the graph entries that define you. You infer it from consistent naming, panels that appear, and how assistants refer to you, as of 2026.

1. 1

   Set one name and description

   Write the first sentence on "/", "/about" and "/product" to say what it is. Example: "YourProduct is time tracking software for agencies."

2. 2

   Add Organization markup

   Use JSON-LD on every page. Include name, url, logo, sameAs links to your key profiles. Keep the name identical to your on-page text.

3. 3

   Mark up products and people

   Add Product or SoftwareApplication for products. Add Person for founders or authors on "/about" and posts.

4. 4

   Link out to your profiles

   Place visible links to LinkedIn, GitHub, YouTube and key listings. Use the same logo and description text.

5. 5

   Tidy third-party facts

   Claim profiles. Fix names, domains and summaries. Add your site link. Update any mismatched dates or categories.

6. 6

   State facts on-page

   Add a concise facts block on "/about": company type, HQ city, year founded, team size, support email. Keep it in normal text.

Keep titles and H1s clear. Avoid clever names that hide what you are. Internal links should use the entity name and the type, for example "YourProduct project tracking" to "/product".

• Multiple names across pages and profiles. Pick one and fix the rest.
• Vague homepages. Say what it is in the first sentence, not a tagline.
• Missing sameAs. Add LinkedIn, GitHub, Crunchbase or similar profiles you control.
• Inconsistent facts on directories and review sites. Align them with your site.
• Overstuffed schema. Stick to facts you show on the page and that are true.
• Changing names or domains without redirects or updates. Map and update every profile when you rebrand.