Knowledge Graph
We check whether Google recognises your company as an entity and with which attributes, and spot confusion with similarly named brands.
Entity SEO
Entity SEO : make sure Google and AI know who you are
Search engines and language models no longer just read words: they identify entities (companies, people, places, products) and the relationships between them. If your brand is well defined as an entity, it's easier for it to be shown, described correctly and associated with the topics you're an expert in.
What an entity is
From strings of text to recognisable things
An entity is something unique and well defined: a particular company, a person, a city, a product. Google maintains a knowledge base, the Knowledge Graph, holding billions of facts about entities and their relationships. Once it understands that "UrbanElevate" is a Marbella company providing SEO services, it can connect that entity to searches, to a knowledge panel and to other related entities.
Language models work in a similar way at another level: they learn associations between names and topics from everything they read. A brand described consistently on its website, in the press, in directories, profiles and public databases has a clear identity; a brand with contradictory details or barely any external mentions is blurry and easy to confuse or omit.
Entity SEO is the work of giving these systems unambiguous, consistent information about who you are, what you do and where you're relevant, on your website and beyond it.
What we work on
The signals that define your entity
Knowledge panel
If one appears, we verify it through Google's official process for suggesting changes. If not, we work on the signals that make one more likely, without promising it.
Organization and sameAs
Structured data declaring name, logo, address, contact details and the official profiles that represent the same entity.
Consistent NAP
Name, address and phone number identical on your site, Google Business Profile, directories and social profiles. Variations create doubt.
Brand mentions
Mentions in the press, associations and sector sites that connect your name with your topics, with or without a link.
Wikidata and public databases
We assess whether your entity meets Wikidata's notability criteria. If it does, we help document it with sources; if not, we don't force anything.
People and authors
Author and leadership pages with verifiable backgrounds, marked up with Person, reinforcing expertise and trust.
Topical authority
Deep, well-linked coverage of your core topics, so your brand is consistently associated with them.
Structured data
Declaring your entity unambiguously
Organization markup (or LocalBusiness and its subtypes, if you serve customers at premises) on the homepage or About page is the core. A stable identifier (@id) lets other pages refer to the same entity: as publisher of articles, seller on product pages or employer of authors.
The sameAs property links the official profiles that represent the same entity: LinkedIn, social profiles, a Wikidata item if one exists, sector directories. Only real profiles controlled by the company belong there; listing third-party pages doesn't help and can confuse.
Structured data doesn't create an entity on its own: it confirms what the rest of the web already says. That's why we always pair it with consistent profiles and external mentions.
Signal map
Where each signal lives and what we do with it
| Signal | Where it lives | What we do |
|---|---|---|
| Core identity | Your site: homepage, About, contact, legal notice | Complete, consistent details, Organization markup with @id, an About page with verifiable information |
| Official profiles | LinkedIn, social media, Google Business Profile | Name, description and details aligned; linked via sameAs |
| Contact details (NAP) | Directories, maps, sector platforms | Citation audit, fixing inconsistencies and duplicates |
| Third-party mentions | Press, associations, events, sector sites | Digital PR and relationships with clear topical context |
| Knowledge bases | Wikidata, Wikipedia, public registers | An honest notability assessment; documentation with sources only if criteria are met |
| Topical association | Your content and other people's | Topic clusters and expert authorship linked to real people |
Process
How we build your entity
001
Entity audit
We look at how Google and the main AI assistants represent you today: whether there's a knowledge panel, what they say when asked about your brand, which topics they associate you with and whether they confuse you with another entity.
We inventory every source that describes you, from your website to directories and profiles, and log every inconsistency.
Activities
Outputs
- Report on the state of your entity
- List of inconsistencies
002
Source of truth
We define the canonical description of your company: exact name, short description, categories, contact details, founders, locations, main services. That document becomes the reference for everything else.
We implement it on your website: complete company pages and interconnected structured data.
Activities
Outputs
- Reference entity sheet
- Markup implemented and validated
003
External consistency
We update and align profiles, listings and directories with the source of truth, remove duplicates and claim unmanaged profiles where possible.
If your entity meets notability criteria, we prepare information for knowledge bases such as Wikidata using independent sources, in line with their community rules.
Activities
Outputs
- Aligned profiles
- Duplicates resolved
004
Authority and monitoring
We build mentions with topical context through digital PR and expert content, and strengthen coverage of your core topics.
We periodically review branded searches, the knowledge panel and assistant answers to check that your representation is improving.
Activities
Outputs
- Periodic brand representation report
FAQ
About entity SEO
Can you get me a knowledge panel?
We can't promise one: Google decides when to show it based on the information it holds about the entity. We can strengthen the signals that make it more likely and, if one already appears, help you verify it and suggest corrections through the official route.
Can you create a Wikipedia or Wikidata page for me?
Wikipedia has strict notability criteria and rules against editing with a conflict of interest; we don't offer to create articles. On Wikidata, items must meet notability criteria, such as being supported by serious, publicly available sources. We assess whether that applies to you and, only if it does, help document it properly.
What is NAP and why does it matter?
Name, address and phone number. Having them match exactly everywhere helps Google and other systems understand that all those references are the same business. It's especially important for local SEO.
Does entity SEO help me appear in ChatGPT?
It contributes. Models tend to mention brands about which there is clear, consistent information across many sources. A well-defined entity reduces the risk of being left out or described incorrectly. It's one part of generative engine optimisation.
What is topical authority?
The degree to which search engines and models associate your site with a particular subject. It's built by covering that subject in depth and consistently (core pages, guides, answers to specific questions, all well linked) and through external mentions in the same context. Publishing on many unrelated topics dilutes it.
Is it useful for a small or newly founded company?
Yes, and it's the best time to do it: defining a consistent identity from the outset is far easier than correcting years of contradictory data. External authority, though, takes time to build.
Related
Related
Generative Engine Optimization
Generative Engine Optimization: we help ChatGPT, Gemini, Perplexity and Google's AI Overviews find, understand and cite your website as a source.
Local SEO
Local SEO in Marbella, Málaga and the Costa del Sol: Google Business Profile, reviews, NAP, local landing pages and schema to rank in Google Maps.
A guide to E-E-A-T
A guide to E-E-A-T: what it is in Google's quality rater guidelines, why it is not a direct ranking factor and how to demonstrate experience and trust.
How do Google and AI see you?
We review how your brand is represented today and what's missing for it to be a clear, recognisable entity.