Entity SEO

What is Entity SEO?

Entity SEO is the practice of optimising a website's presence in relation to the entities it is associated with — making Google explicitly understand what (or who) your site, brand, products, or authors are. An entity is any uniquely identifiable thing: a person, place, organisation, concept, or product.

Why Entities Matter in Modern SEO

Google has moved from a keyword-based to an entity-based understanding of the web. When Google can confidently identify that "your site is about X entity," it can:

• Show a Knowledge Panel for your brand
• Rank you for broader topical queries related to the entity
• Trust your content more for topics the entity is known for
• Connect your brand to authoritative co-occurring entities (E-E-A-T)

Entity SEO Tactics

1. Wikipedia / Wikidata — get a Wikipedia article or Wikidata entry for your brand or key people
2. Consistent NAP and entity data — name, website, description, and social profiles must be consistent everywhere
3. Schema.org Organisation / Person markup — explicitly define your entity in structured data
4. Authoritative mentions — get mentioned on sites already in Google's Knowledge Graph
5. Google Business Profile — links your physical entity to Google's local entity graph
6. Social media verification — verified profiles on major platforms strengthen entity recognition
7. Sameás property — use sameAs in schema to link your entity across profiles (Wikipedia, LinkedIn, social media)

Schema.org sameAs Example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Your Brand Name",
  "url": "https://yourdomain.com",
  "sameAs": [
    "https://en.wikipedia.org/wiki/Your_Brand",
    "https://www.linkedin.com/company/your-brand",
    "https://twitter.com/yourbrand"
  ]
}
</script>