Entity, explained
Search engines once matched strings of text. Today they model the world as entities: things that exist independently of the words used to describe them. "White Tie", the agency, is an entity; so is a particular law firm, its founding partner, the city it is in and the practice areas it offers. Each has attributes, such as a name, address, website and founding date, and relationships to other entities.
Entities matter because they are how search engines and AI systems decide what a page is about and whether two sources are talking about the same thing. Google stores much of this understanding in its Knowledge Graph. Language models form a looser but similar picture from the text they learn from and retrieve.
For a business, the risk is ambiguity. A brand that shares a name with an unrelated company, has changed names, or is described inconsistently across its site and profiles may be confused with something else, or simply not recognized as a distinct entity at all. Entity SEO addresses this with consistent facts everywhere the brand appears, clear structured data that links the site to its official profiles, and credible third-party references that confirm who the business is and what it does.