In SEO, we often talk about “entities” – people, places, organizations, things – as fundamental building blocks of search understanding. In GEO, Entity optimization is paramount. Generative AI systems build knowledge graphs and context around entities to generate answers. If your brand or key topics aren’t well-established as entities (with relationships and attributes known to the AI), you’ll struggle to gain visibility no matter how good your content is. This section details how to develop your Entity strategy: essentially, ensuring the AI knows who you are, what you offer, and that you’re authoritative in your domain.
The first step is to solidify the presence of your brand (and any other important entities like your products or spokespeople) in the reference data that AI platforms draw from:
- Create or Enhance Knowledge Graph Entries: Google’s Knowledge Graph pulls from sources like Wikipedia, Wikidata, official websites, and databases. You want a robust entry here. If your brand isn’t notable enough for Wikipedia, focus on Wikidata – it’s easier to get an item added. Populate it with factual data: founding date, founders, industry, headquarters, etc. Ensure your website’s schema markup Organization includes sameAs links to Wikidata, Wikipedia, LinkedIn, etc., to tie them together. If you have a Knowledge Panel (which you might have noticed in the audit), you can suggest edits via the feedback option when logged in as a verified rep. Add missing info (like social profiles, CEO, etc.). A detailed knowledge entry means when the AI needs factual info about you, it has it readily. For example, if asked “When was [Your Company] founded?”, the AI should have that exact answer – ideally pulled from your Knowledge Graph data.
- Schema Markup for Entities: On your site, utilize schema not just for content, but for the entity of your organization and key people. Use <script type=”application/ld+json”> schema definitions on your About or Team pages. Include properties like name, description, logo (point to an image URL of your logo), foundingDate, founder (which can reference a Person schema), award (if any), etc. Also mark up products with Product schema including reviews and ratings if available. By providing this machine-readable data, you help AI tie your content to your Entity. For instance, if you have a product name that’s somewhat generic, having a Product schema with your brand makes it clear it’s your specific product.
- Wikipedia Strategy: If creating a Wikipedia page is feasible (i.e., your company meets their notability criteria: significant coverage in independent sources), it can be hugely beneficial. Many generative AI outputs for Entity questions closely resemble Wikipedia content, because it’s a comprehensive source. However, Wikipedia has strict rules – it must be written neutrally, with citations from reliable third-party sources (not your own site). You might work with a knowledgeable editor or consultant to get a page up. Never directly write a promotional article on yourself – it will backfire. Instead, ensure the information and citations about you exist out on the web (news articles, interviews, press releases in news sites). Often, a Wikipedia entry will naturally follow. If you already have a Wikipedia page, audit it for accuracy and completeness. Add citations where needed (especially from high-authority publications).
- Leverage Industry Directories and Lists: Many domains have reference sites or lists (e.g., Crunchbase for companies, IMDB for media personalities, etc.). Make sure your profiles on these are claimed and updated. These often feed into what AI knows. For example, Bing’s AI might use Crunchbase for company overviews. If you’re a local business, ensure you’re listed on major local directories (Google, Yelp, TripAdvisor, etc.) as these provide credibility and details to AI assistants (like “does this restaurant take reservations?” – an AI might answer from such data).
By defining your brand Entity across these sources, you create a reliable scaffold of information.