Entity & Knowledge Graph
AI does not read your website. It checks whether your business is a known entity.
Get Your Free AuditAll servicesMake your business a fact machines can verify, not a page they must interpret
The Problem
- Assistants work with entities — a business, its location, its services, its people — not with pages of marketing copy.
- If your name, address, phone and category disagree across Google, Apple Maps, directories and your own site, the model cannot resolve which is true and often drops you rather than risk being wrong.
- Businesses with common or ambiguous names get merged with, or mistaken for, someone else entirely.
- SOCi's 2026 index found business profile information was only about 68% accurate on ChatGPT and Perplexity, against 100% on Gemini, which is grounded in Google Maps.
What We Do
- Define the canonical facts about your business — legal name, trading name, address, service area, hours, categories, people — and fix one source of truth
- Implement Organization, LocalBusiness, Service, FAQ, Event and Person schema that reflects those facts exactly
- Reconcile every third-party listing to match, character for character, including the ones you forgot existed
- Disambiguate your business from similarly named entities so models stop conflating you
- Add an llms.txt and ensure AI crawlers can actually reach the pages that describe you
- Re-verify quarterly, because listings drift and aggregators overwrite
Why It Matters
- Structured data is how you state a fact in a form a machine cannot misread.
- It is also the cheapest work in AI visibility, because it is entirely within your control — unlike reviews and citations, nobody else has a vote.
- But it is a foundation, not a shortcut. Structured data tells a model what you claim; citations and reviews are what make it believe you.
How AI chooses
- 01
Consistency beats completeness
One contradiction between your site and your Google profile does more damage than three missing fields. Models resolve conflicts by discarding the uncertain, and an uncertain business is an unnamed business.
- 02
Schema is a claim, not proof
Marking up a five-star rating does not create trust; the reviews do. Structured data makes your facts legible. Third-party evidence makes them credible. You need both, in that order.
- 03
Google Maps is the grounding layer
Gemini reads Maps directly, which is why its accuracy on business details is near perfect while assistants assembling you from the open web are wrong about a third of the time. Your Google Business Profile is not one listing among many — it is the reference copy.
Questions
- What is entity optimisation?
- It is the work of making your business a clearly defined, verifiable entity rather than a collection of web pages. That means settling the canonical facts about you, expressing them in structured data a machine can parse, and making every listing on the internet agree with them. AI assistants decide what to say about a business by reconciling sources; entity work removes the contradictions that get you dropped.
- Is this just schema markup?
- Schema is part of it, and the easiest part. The harder and more valuable work is reconciliation — finding every place your details appear, fixing the ones that disagree, and disambiguating you from businesses with similar names. Schema on a site that contradicts your Google profile makes the problem worse, not better.
- Will this alone get me recommended by AI?
- No, and anyone who tells you otherwise is selling. Entity work makes your facts legible and verifiable, which is necessary. Being recommended also needs evidence you do not control: reviews with substance and mentions on sources the assistants trust. Structured data on a business with no reviews and no citations is a tidy record nobody cites.
- How long does it take?
- The implementation is typically two to four weeks depending on how many listings exist. The effect on what assistants say about you shows up over the following weeks as crawlers revisit and aggregators propagate. Listing corrections are the fastest-moving work in AI visibility, which is why we do it first.
Find out what the machines currently believe about your business.
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