Entity SEO, explained
Entity SEO is the work of helping search engines and AI systems recognize a business as a distinct entity and understand its attributes correctly. Where keyword-focused SEO asks which words a page should rank for, entity SEO asks whether the systems reading the page know exactly who is behind it, what they do and how they relate to other things.
The work has three layers. On the site: a single, consistent name and description, clear About and contact information, and pages that state services, people and locations plainly. In the code: structured data that identifies the organization, its people and its services, with links to official profiles. Off the site: consistent facts on directories, business profiles, professional listings, press and reference sources, so independent sources confirm what the site says.
Entity SEO is especially important for brands with common or ambiguous names, recent rebrands, or several locations or practitioners. It also underpins answer engine optimization: an AI assistant cannot recommend a firm accurately if it is not sure which firm it is. Done well, it can contribute to a knowledge panel, though no one can guarantee one.