Entity Clarity for GEO: Knowledge Graph Optimization

An entity is a distinct, well-defined thing—a person, organization, product, or place. Entity clarity means that when AI engines encounter your brand, they understand it as a specific entity with clear attributes. Without entity clarity, you're just text. With entity clarity, you're a recognized entity that AI can confidently reference and recommend.

Consistency: Your name, description, and categorization must be consistent across your website, social profiles, directories, and mentions. Inconsistent information confuses AI. Structure: Use schema markup to explicitly define your entity attributes. Organization or Person schema provides the foundation. Authority: Build signals that verify your notability. Reviews, backlinks, media mentions, and knowledge graph presence all contribute.

Organization schema is essential for businesses. Include name, url, logo, description, sameAs (social profiles), and address. For personal brands, use Person schema with name, url, jobTitle, knowsAbout (topics of expertise), and sameAs. Use @id to create persistent identifiers. Link your schemas—Article should reference Organization in publisher field. This creates an entity graph AI can follow.

NAP stands for Name, Address, Phone. For local businesses, NAP consistency is foundational. For online businesses, focus on Name, URL, and Description consistency. Ensure your brand name is identical everywhere—no 'LLC' in one place and 'Inc.' in another. Your category description should be consistent. This consistency helps AI merge multiple references into a single, coherent entity.

Wikipedia is the gold standard but not required. Wikidata entries are easier to get and provide structured entity data. Industry directories like Crunchbase for startups, Houzz for contractors, or Healthgrades for doctors all contribute to entity understanding. Professional directories like LinkedIn, Clutch, or G2 provide verified entity signals. Each mention in a structured directory strengthens AI's understanding of your entity.

Your About page should tell a complete entity story. Who you are (founding story, mission). What you do (services, products, categories). Who you serve (target audience, use cases). Why you're qualified (team credentials, experience, track record). Include schema markup on this page. Link to social profiles and external mentions. This page should be the definitive source for 'who is [brand]?' queries.

Test entity clarity by querying AI engines. Ask ChatGPT 'Who is [brand]?' and see if it answers accurately. Ask Perplexity the same. Check Google's Knowledge Panel for your brand—if one exists, your entity clarity is strong. Use GeoAnalyzer's entity clarity audit to get a scored assessment. Low scores indicate gaps in your entity signals.