--- title: "Entity SEO" url: https://marketingsignals.com/service/ai-search-optimisation/entity-seo type: Page --- # Entity SEO Entity SEO and knowledge panel services that help Google and AI assistants recognise your brand, with structured data, sameAs profiles and panel claims. ## Entity SEO And Knowledge Panel Services That Define Your Brand Google and AI assistants try to work out which company, person or product a page is about, and what is true about it. Entity SEO makes that easy, with one consistent description of your brand and its leaders across your site, structured data, profiles and trusted sources. The result is search results, knowledge panels and AI answers that get you right. Why leadership teams work with us ## Key Takeaways - For RefyBeauty.com, our AI search optimisation delivered a 274% increase in total AI visits and an 88% increase in LLM-powered conversions. - Google, ChatGPT and other assistants describe what you do, who leads you and where you operate correctly, because one agreed description is matched across your site, profiles and directories. - Clear identifiers, Organization markup and consistent sameAs profiles stop Google and AI assistants confusing your brand with a business of a similar name. - A claimed knowledge panel lets your team suggest corrections to Google directly, and we submit evidence-backed updates when facts change, such as a new chief executive or a rebrand. ## We’ve Helped Dozens Of Great Brands Grow Their Digital Presence Via Search Marketing ## If Google can't tell who you are, AI assistants will struggle too. Google's Knowledge Graph is its database of billions of facts about people, places and things, and Google says knowledge panels are created automatically when there is enough information about an entity on the open web. When those facts are thin, contradictory or mixed up with a business of a similar name, you get no panel, the wrong website or a muddled description. AI assistants face the same problem when they decide what to say about your brand. Our entity SEO work, sometimes called knowledge graph SEO, fixes the facts at source. We define how your organisation and key people should be described, mark that up on your site, align every profile and directory that repeats it and earn the independent coverage that confirms it. Where a knowledge panel exists, we help you claim it through Google's verification process. Our article on [how AI assistants decide what to say about your brand](https://marketingsignals.com/insights/how-ai-assistants-decide-what-to-say-about-your-brand) explains why this matters beyond Google. Entity work underpins everything else in our [AI SEO and GEO](https://marketingsignals.com/service/ai-search-optimisation) service, because content and coverage only help when search engines and assistants can connect them to the right brand. Why Choose Us ## Senior Specialists. One Brand Story. Told The Same Everywhere. ## Built Around Facts. Measured On Recognition. ### The Facts Before The Markup **Structured data can only repeat what is already true and consistent, so we fix the facts first.** We start with an entity audit: what Google's knowledge panel, AI Mode, ChatGPT and Gemini say about your organisation and leaders today, and the sources behind each claim. That shows where names, addresses, founding dates, leadership or descriptions disagree across the web. We agree one reference description with you, then work through every source that matters until they say the same thing. - One agreed description of your brand - Organization and Person markup on your site - sameAs links to every official profile - Consistent names, addresses and phone numbers - Knowledge panels claimed and kept accurate - Wikipedia and Wikidata handled by the rules #### Organization And Person Structured Data Google says Organization markup on your home page helps it understand your administrative details and disambiguate you from other organisations, and can influence the logo shown in results and in your knowledge panel. There are no required properties, so we add the ones that apply: legal name, logo, address, contact details, identifiers such as an LEI or DUNS number, and sameAs links. Leadership bio pages get ProfilePage markup with a Person as the main entity. #### sameAs, Profiles And NAP Consistency Google's Organization markup accepts multiple sameAs URLs pointing to your profiles on other sites, such as social and review platforms. Those links only help if the profiles agree with you. We audit LinkedIn, social accounts, company databases, industry directories, review sites and, for physical locations, Google Business Profile, then correct names, addresses, phone numbers, descriptions and leadership details so the same facts appear wherever you are listed. #### Wikipedia And Wikidata, By The Rules Wikipedia's conflict of interest guideline strongly discourages people connected to a company from editing articles about it directly. Anyone paid to edit must disclose their employer, client and affiliation, a requirement of the Wikimedia Foundation's Terms of Use, which apply across its sites, including Wikidata. We do not write or edit articles on your behalf. We help you propose corrections on talk pages, backed by independent sources, and let volunteer editors decide. #### Knowledge Panel Claims And Updates Google lets the subject or an official representative claim a knowledge panel. You sign in to one of the official sites or profiles it lists, such as YouTube or Search Console, and once verified you can suggest changes and add colleagues as managers or contributors. People who claim their panel can also choose a featured image. We prepare the evidence, run the claim and submit corrections when facts change, such as a new chief executive or a rebrand. ### Entity Signals Tied To Brand Demand ## Our Entity SEO Services #### Entity Audit We record what Google Search, knowledge panels, AI Mode, ChatGPT, Gemini and Perplexity say about your organisation, products and senior people, and trace each claim to its source. We check for missing panels, wrong logos or websites, entities merged with similar names and outdated facts. The audit ends with a reference fact sheet and a ranked list of the sources to fix, starting with the ones that carry the most weight. #### Structured Data Implementation We implement Organization markup on your home page with the properties that apply, including legalName, logo, address, contact details, identifiers through iso6523Code and sameAs. We add ProfilePage and Person markup to leadership and author pages, and WebSite markup to your home page, which Google says is the most important way to state your preferred site name. Everything is matched to the visible page, validated and monitored in Search Console. #### Profile And Citation Clean-Up Your brand is described on dozens of sites you do not control. We audit and correct the ones that matter: social profiles, LinkedIn company and executive pages, company databases, trade association listings, review platforms, partner pages and, for physical locations, Google Business Profile. Consistent names, addresses and phone numbers are the foundation, especially for [multi-location brands](https://marketingsignals.com/service/organic-search/multi-location-seo) where one wrong listing can repeat across many sites. Our [visibility playbook for local businesses](https://marketingsignals.com/playbooks/the-visibility-playbook-for-local-businesses) covers location data in detail. #### Knowledge Panel Management If a knowledge panel exists for your brand or a senior leader, we help you claim it through Google's verification process and add your team as managers or contributors. We then submit evidence-backed corrections when facts change. If no panel exists, Google says panels are generated automatically when there is enough information on the open web, so we build that information honestly rather than promising a panel by a set date. #### Wikipedia And Wikidata Advisory We advise on whether your organisation or leaders are realistic candidates for a Wikipedia article, what independent sources exist and how to raise corrections openly. Under Wikipedia's conflict of interest guideline, connected editors should propose changes on talk pages rather than editing directly, and paid contributors must disclose who pays them. We follow those rules on Wikipedia and Wikidata, and we tell you plainly when an article is not realistic yet. #### Executive And Founder Entities A search for your chief executive's name can matter as much as one for your company. We build clear Person entities for senior leaders: a full bio page with ProfilePage markup, consistent LinkedIn and speaker profiles, and interviews and bylines in trade titles. Our [executive PR](https://marketingsignals.com/service/digital-pr/executive-pr) service earns that coverage, and [online reputation management](https://marketingsignals.com/service/online-reputation-management) helps where the search results for a name need repair. #### Digital PR For Entity Authority Independent coverage confirms the facts you publish about yourself. Our [Digital PR](https://marketingsignals.com/service/digital-pr) team, which includes a former Reach PLC journalist, earns mentions in the publications Google and AI assistants rely on, written so your brand is linked to the products, sectors and topics you want to be known for. That coverage also supports rankings and gives volunteer editors the independent sources they look for. #### Entity Monitoring For AI Answers Descriptions drift as sites change and new coverage appears. We re-run your brand and leadership prompts across Google, AI Mode and the major AI assistants every month, flag new inaccuracies and trace each one to its source so it can be fixed where it starts. Our article on [what Google and AI say when someone searches your name](https://marketingsignals.com/insights/what-google-and-ai-say-when-someone-searches-our-name) shows the checks we run. We work as an entity SEO agency for brands, founders and leadership teams, or as a consultant alongside your SEO, PR and legal teams. These are the services we combine, chosen to fit what Google and AI assistants get wrong about you today. Featured Work ## Search Work That Changed How Brands Are Seen ## What Entity SEO Delivers For The Business ### Accurate Brand Descriptions Google, ChatGPT and other assistants describe what you do, who leads you and where you operate correctly, rather than repeating stale facts. ### A Panel You Can Correct A claimed knowledge panel lets your team suggest corrections to Google directly when facts change. ### No Mistaken Identity Clear identifiers and consistent profiles stop Google and AI assistants confusing you with a business of a similar name. ### Stronger Branded Search Branded searches show the right logo, site and profiles, giving buyers, investors and candidates a credible first impression. ### Leaders Recognised Senior people become clear entities linked to your company, which supports executive visibility and recruitment. ### Foundations For AI Visibility Consistent entity signals make your other AI search work more effective, because assistants can connect coverage and content to the right brand. The aim is that anyone, or any AI, looking up your brand or your leaders finds the same accurate story, backed by sources you can stand behind. ## How Our Entity SEO Work Runs, Step By Step ### 1. Audit What Is Said We record what Google and AI assistants say about your brand and leaders, and trace every claim to its source. ### 2. Agree The Facts We agree one reference description with you: names, identifiers, leadership, locations and the topics you want to be known for. ### 3. Fix Sources And Markup Structured data goes live, profiles and directories are corrected, and knowledge panels are claimed where they exist. ### 4. Earn Coverage And Monitor Digital PR adds independent confirmation, and monthly checks catch new inaccuracies before they spread. **4.9** from 130 reviews ## Don’t just take our word for it > “Marketing Signals is our kind of agency: they do what they say they are going to do. The team is responsive and has the ability to pivot onto different priorities throughout the yearly trading cycle. We are well on target to meet our own sales target on the back of their work.” > > Jamie Evans, Head of E-commerce > “I've worked with Marketing Signals on a few projects and always had great customer service, fast delivery and reliable quality. Definitely somebody who should be on your potential agency list for any future activity.” > > Rob Hughes, Director, Global SEO > “We have been working with Marketing Signals since 2015, after our previous agency had messed up. They helped reduce our average CPC and increase conversions, as well as helping us launch a separate site just for Drug Driving leads. We've never looked back and have referred them to many of our other business contacts.” > > Matthew Miller, Managing Director > “As a long-term client of Marketing Signals, I can confidently say their expertise in SEO and PPC is second to none. They deliver consistently good results from SEO and PPC and maintain excellent communication with us.” > > Sandra Carosi, Head of Marketing > “Gareth and the team immediately understood what we were looking for and the type of audience we wanted to attract. Through site changes, content improvements and lots of great PR pieces, we were able to significantly increase the number of leads we got from the organic channel.” > > David Weaver, Co-founder > “An excellent agency to work with and a perfect choice if you're looking to scale quickly.” > > Katie Owen, Founder ### What is entity SEO? Entity SEO, also called entity-based SEO or knowledge graph SEO, is the work of helping search engines and AI systems recognise your organisation, people and products as distinct things with clear facts attached. It combines structured data, consistent profiles and directory listings, knowledge panel management, careful handling of Wikipedia and Wikidata, and independent coverage. The result is that Google and AI assistants can tell you apart from similar names and describe you accurately. ### How do you get a Google knowledge panel? You cannot apply for one. Google says knowledge panels are created automatically when there is enough information available about an entity on the open web, and that its systems decide when a query should show one. The practical route is to make your facts consistent and easy to confirm: Organization markup on your home page, matching profiles linked with sameAs, a clear about page and independent coverage in reputable publications. Anyone promising a panel by a set date is overpromising. ### How do we claim our knowledge panel? If a panel already appears, the subject or an official representative can claim it. Search for the entity, select Claim this knowledge panel, then sign in to one of the official sites or profiles Google lists, such as YouTube or Search Console. Once verified, you can suggest changes and add colleagues as managers or contributors. Businesses that serve customers at a location or within a service area manage that listing through Google Business Profile instead. ### Can you create or edit our Wikipedia page? No, and be wary of anyone who offers. Wikipedia's conflict of interest guideline strongly discourages people connected to a company from editing articles about it, and its paid-contribution policy requires paid editors to disclose their employer, client and affiliation. Editors who fail to disclose paid contributions are prohibited from editing. We help you propose factual corrections on the article's talk page with independent sources, and we focus on earning the coverage editors can cite. ### Does schema markup get us a knowledge panel? Not on its own. Google says Organization markup helps it understand your organisation's details and disambiguate it in search results, and can influence which logo appears in results and in your knowledge panel. But the markup describes facts that need to be confirmed elsewhere on the web. Structured data, consistent profiles and independent coverage work together. Google also says there are no required Organization properties, so we add the ones that are accurate and relevant. ### How does entity SEO affect AI answers? AI assistants build answers from sources across the web. OpenAI says ChatGPT's shopping results, for example, use structured metadata from first-party and third-party providers alongside other third-party content. If those sources disagree about who you are, assistants may describe you inaccurately or confuse you with another business. Consistent entity signals make it easier to connect coverage and content to your brand, which is why entity work underpins our [ChatGPT SEO](https://marketingsignals.com/service/ai-search-optimisation/chatgpt-seo) service. ## The Answers to Your Questions Visibility Playbooks ## Related Playbooks Get your pages cited in Google AI Overviews and AI Mode with direct answers, query fan-out coverage and structured content. See where your brand appears in ChatGPT, Gemini, Perplexity and AI Overviews, what they cite instead and what to fix first. Structure your content so search engines, AI assistants and featured snippets can lift a direct answer and credit your brand. Get your brand named and cited in ChatGPT answers and ChatGPT search, with crawler access, quotable content and Digital PR. Get your products recommended in ChatGPT shopping and Google AI Mode with cleaner feeds, product pages AI can quote and reviews it trusts. More Specialist Services ## Ready For Google To Get Your Brand Right? Talk to our senior team about what Google and AI assistants say about your brand and leaders today, and what it would take to make it accurate.