Make search engines and AI Confident about who you are

Entity optimisation makes your brand resolvable: one consistent definition across your site, your markup, your profiles and every place that mentions you. A brand a machine cannot pin down is a brand it leaves out of the answer.

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  • Schema and structured data
  • Knowledge Panel and Wikidata
  • Profiles, listings and mentions
Your homepage"A digital marketing agency"Conflict
Your markup"LocalBusiness" with no category setConflict
Your LinkedIn"Marketing and advertising consultancy"Conflict
A directoryAn old trading name and a dead addressConflict

Four sources, four answers. A model with four answers gives none of them.

Four places your brand has to agree with itself

A machine builds its understanding of you from everything it can find, not just your website. The work is making those sources say the same thing, then giving them something worth repeating.

  • Schema and structured data

    The markup that states outright what your site describes, rather than leaving a machine to infer it. Most sites have some, and most of it contradicts something else on the page.

    • Organisation, Person and Service markup that agree
    • Duplicate blocks from plugins and themes removed
    • Stable identifiers so entities connect across pages

  • Knowledge Panel and Wikidata

    The structured records search engines and models draw on when they need facts about a business. Being present in them is what turns a name into a known thing.

    • Wikidata entry created or corrected
    • Connections to the people and subjects you belong to
    • Groundwork for Knowledge Panel eligibility

  • Profiles, listings and bios

    Every profile carrying your name is evidence a machine weighs. Old trading names, dead addresses and three different descriptions of what you do all cost you.

    • Name, address and details identical everywhere
    • Founder and team bios that match across platforms
    • Dead and duplicate records removed

  • Mentions and citations elsewhere

    What other sites say about you is the part you influence rather than control, and it carries more weight than anything you publish yourself. Corroboration is what turns a claim into a fact.

    • Where you are mentioned, and how you are described
    • Corrections requested where a description is wrong
    • Your claims made checkable against outside sources

What nobody can promise. Google decides which businesses get a Knowledge Panel, and Wikidata is an open project with its own editors and rules. We do the work that makes eligibility possible and we follow the rules those platforms set, but any agency guaranteeing a Knowledge Panel is guaranteeing something outside its control. This work also sits inside the AEO service, where it runs alongside the content and schema work.

Questions about entity optimisation

The answers below are the ones we give on calls, including the ones that are not flattering to us.

Can you get us a Knowledge Panel?

No agency can promise one. Google decides which businesses get a panel, and it does so based on how confident it is about what a business is and what independent sources say about it.

What we can do is remove the reasons it stays uncertain: markup that contradicts itself, profiles carrying old details, and claims nothing outside your own site supports. Eligibility follows from that, or it does not, and we will tell you which way it is going rather than bill you for hope.

We have no Wikidata entry. Can you create one?

Yes, where the brand meets Wikidata's own requirements. It is an open project with editors and rules, and entries that do not meet them get removed, which leaves a business worse off than before.

So the first step is checking whether you qualify, usually through coverage and references that already exist about you. Where you do, we create and maintain the entry. Where you do not yet, we say so and focus on the sources that will make you qualify later.

How is this different from your AEO service?

Entity work is one of four areas inside the AEO service, alongside content rewrites, question-led writing and the prompt check.

This page exists because plenty of businesses need the entity work alone. If your pages already answer well and the problem is that nothing agrees about who you are, this is the narrower and cheaper of the two.

Does this help normal search as well as AI?

Yes. The same clarity that lets an assistant name you lets Google show your business properly: brand results, the details beside your name, and the confidence to rank you for terms that describe what you actually do.

Do you make the changes, or do we?

We do. Markup, profiles, listings and directory records are corrected by us and logged as we go, so you can see what changed and where.

Mentions on other people's sites are the exception. Those are requests rather than edits, and whether they are accepted is not ours to decide.

Is this a project or ongoing?

Either. A project suits a business whose details have drifted and need correcting once. Ongoing suits one that is changing: new people, new services, new locations, each of which puts your sources out of step again.

Which fits is settled after we look at what is currently live, not before.

Find out what your sources currently say

Send your website and the profiles you know about. You get a written scope and a quote back, not a discovery call before anyone will tell you anything.

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