guide

Entity SEO Guide

How to build entity authority for hard markets.

What entity SEO is

Search engines and LLMs don't rank strings — they rank entities: the people, brands, products and concepts they understand and trust. Entity SEO is the work of making your brand a clearly defined, well-connected entity.

Why it matters more in 2026

AI answers are assembled from entities and their relationships. If Google's Knowledge Graph and the major LLMs don't "know" your brand, you can't be cited — and you compete on every query from zero.

How to build entity authority

  1. Define the entity — one consistent name, description and category; Organization and Person schema; consistent NAP.
  2. Connect it — sameAs to authoritative profiles, plus Wikidata/Wikipedia where you're genuinely eligible.
  3. Corroborate it — consistent mentions and descriptions across sources Google already trusts.
  4. Reinforce with content — topical depth that proves expertise around your entity.
  5. Maintain it — keep names, descriptions and links consistent as you grow.

A short checklist

  • Organization + Person schema in place and valid
  • sameAs across your owned and earned profiles
  • One consistent brand description everywhere
  • An author entity for every content creator
  • Topical clusters that map to your core entity

Where to go next

Entity authority is the backbone of GEO and of E-E-A-T in YMYL niches.