Entity building — helping Googleand AI understand who you are.
Search engines and AI tools don't just index pages. They build a picture of entities, people, businesses, topics, and assess their authority and trustworthiness. How strongly your brand features as a recognised entity affects everything from your organic rankings to your visibility in AI-generated answers.
What is entity building in
SEO and GEO?
An entity, in the context of search and AI, is a clearly defined thing, a person, business, place, or concept, that search engines and AI systems can identify, verify, and attribute knowledge to.
Google's Knowledge Graph contains billions of entities and uses them to understand relationships between things, verify facts, and assess the authority of sources. When your brand is a well-established entity in Google's Knowledge Graph, it benefits your rankings, your visibility in AI Overviews, and your likelihood of being cited by AI tools like ChatGPT and Perplexity.
Entity building is the process of strengthening your brand's entity signals, making it easier for Google and AI systems to understand exactly what your business is, what it knows about, and why it should be trusted.
How we build your
entity presence.
Entity audit
We assess your current entity footprint, what Google and major AI tools currently know and understand about your brand, and identify the gaps.
Brand consistency across the web
Consistent NAP (name, address, phone), consistent description, consistent categorisation across all major platforms and directories. Inconsistency confuses search engines. We clean it up.
Knowledge panel development
We work to establish or strengthen your Google Knowledge Panel, the information box that appears when someone searches for your brand, through entity verification, structured data, and authoritative references.
Wikidata and reference signals
For eligible brands, having a presence on Wikidata and being referenced by authoritative third-party sources significantly strengthens entity signals. We identify and pursue the right opportunities.
Author and expert entity building
For businesses where thought leadership matters, we build entity signals for key individuals, establishing them as recognised experts in their field through content, credentials, and third-party citations.
Entity building:
your questions answered.
Can't find what you're looking for? Get in touch and we'll answer directly.
Talk to us aboutentity building.
We'll assess your current entity footprint and show you exactly what it would take to make Google and AI tools understand and trust your brand.