Entity SEO

Search moved from strings to things years ago — Google's own framing since introducing the Knowledge Graph. Entity SEO optimises your site around the named entities, attributes, and relationships that Google's comprehension layer and LLMs actually reason over, so you're understood, disambiguated, and surfaced for what you truly do, not just matched on string overlap with a query.

Modern entity recognition runs on three converging signals: structured data (schema.org markup that explicitly declares who and what you are), corroborating mentions across authoritative sources (the same facts repeated consistently across sites Google already trusts), and a single consistent identity (the same name, description, and canonical URLs everywhere a machine might encounter you). When those three align, an entity becomes 'resolvable' — Google and LLMs can confidently say who you are instead of treating your brand as an ambiguous string that might refer to several different things.

This is the discipline underneath almost everything I do: entity salience, co-occurrence, structured data, and topical completeness that make your brand a well-defined thing in the machine's model of the world — not a byproduct of good content, but a deliberate engineering target. Entity linking done well isn't a marginal gain either: in one documented enterprise case study, adding entity-linking structured data to a single article produced a 336% increase in click-through rate for its primary query and a 390% lift on a variant — a striking illustration of how much headroom exists when entity signals go from absent to explicit.