Beyond the brand itself, consider the topics and sub-entities associated with your brand. Essentially, define your Entity strategy scope:
- Identify Core Topics/Entities: List out the main topics for which you want to be known. For example, if you’re a cybersecurity firm, core entities might be “cybersecurity,” “penetration testing,” “cyber threat intelligence,” etc. Also list any flagship products or personas (CEO, lead experts) you want AI to recognize. These all should be connected to your brand’s Entity in the AI’s “mind.”
- Connect Entities on Your Site: Use content and schema to reinforce connections between your brand and those topics. For instance, publish authoritative content that explicitly associates your brand with the topic (“[Your Company]’s Guide to Cyber Threat Intelligence”). Use Article schema on that guide, and within it set about: [“Cyber Threat Intelligence”, {“@id”: “https://en.wikipedia.org/wiki/Cyber_threat_intelligence”}] as an example. This JSON-LD snippet tags the article as being about that Wikipedia concept, indirectly linking your brand to it. Also, if you have experts, create author pages with Person schema including their expertise, and link those to organization (your company). This way, AI might see that an expert from your company is associated with certain fields.
- External Reinforcement: Work on getting your brand mentioned in context of those key topics on external sources. For example, contributing guest articles or being quoted in news stories about those topics can create the association in the AI training data. Press coverage where “[Your Company], a leading cybersecurity firm, says X about threat intelligence” is golden – it directly ties you to the topic with a trusted source. In your PR or outreach efforts, emphasize those keywords/topics so that coverage embeds you in those contexts.
- Semantic Consistency: Use consistent terminology for your key offerings. If you call your service “WidgetPro Security Analysis” in some places and “WidgetPro Audit” elsewhere, that can dilute recognition. Pick a name and stick to it, so the AI doesn’t treat them as separate things. Also, link these consistently: every time you mention your product in a blog, link to its product page (reinforcing the connection). Over time, these internal links function like a mini-Knowledge Graph for the AI crawler.
- Entity-Oriented Content Strategy: Embrace the concept of topic clusters. This SEO concept is very relevant to GEO. Have a central hub page for an Entity or topic (like a pillar page for “Cybersecurity 101”) and cluster content around it (blogs, FAQs, videos) all interlinked. This signals to search engines (and thus AIs) that you have breadth and depth on that Entity. If Google’s algorithms see you as an authority on “cybersecurity” (through lots of quality content and links on it), Google’s SGE is more likely to trust and pull your content for cybersecurity queries. This lines up with the concept of domain authority moving towards topic authority.
- Monitor Entity Mentions: Set up Google Alerts or use tools like Mention/Talkwalker for your main topics + your brand. If you see discussions or articles not including you where you arguably should be, that’s an opportunity to contribute or create content. For example, if a popular Q&A thread about “Best penetration testing firms” doesn’t list you, you might engage (tactfully, not just self-promotion) or ensure you have content like “Why [Your Company] is considered a top penetration testing provider” that can rank/serve as a source.
The goal of mapping and strengthening these relationships is that, when a user query involves your domain of expertise, the AI’s knowledge network has your brand in the cluster of relevant entities. Perhaps think of it this way: if the AI constructed a “mind map” of the topic, you want your brand to be one of the nodes connected to it, preferably labeled as a trusted source.