Entity and Knowledge Graph
Also called: named entity
Definition
In search, an entity is an object that engines can identify precisely: a company, a product, a person, a city. Google organizes these entities and their relationships in its Knowledge Graph, which lets it know, for example, that a brand belongs to a category and a country.
Language models also work through associations between entities. A brand whose name is ambiguous, described differently from one site to the next or attached to the wrong category has a harder time being recommended at the right moment.
Example
A brand called “Atlas” has to be clearly associated with “inventory management software” everywhere it appears. Otherwise, AI confuses it with the many other Atlas brands.
What it means for your AI visibility
Describe your brand with the same words everywhere: your site, your social accounts, your listings on review sites, your Wikipedia page if there is one. That consistency helps engines put you in the right category.
Related terms
- Structured dataStructured data describes a page's content in a machine-readable format, using the Schema.org vocabulary, often in JSON-LD.
- LLMOLLMO is the optimization of a brand and its content for large language models, the ones that power ChatGPT, Claude or Gemini.
- Reference sourcesReference sources are the few sites AI cites by default in a category: review sites, comparisons, encyclopedias, specialist media.
- Brand mentionA mention is when an AI names your brand in its answer, with or without a link to your site.
Updated on · All glossary terms