What's the difference between Entity SEO and keyword SEO?

Keywords are strings; entities are things. Entity SEO focuses on building your brand/organization as a recognized thing in Google's Knowledge Graph, not just chasing keyword rankings.

Do I need a Wikipedia page for Entity SEO?

Not required, but helpful. Wikipedia and Wikidata are primary sources for Google's Knowledge Graph. Focus on structured data, verified profiles, and consistent NAP (Name, Address, Phone) across the web.

Can structured data alone build my entity?

No. Structured data helps, but you also need external validation: mentions on authoritative sites, social profiles, and consistent citations across the web.

How long does it take to appear in Knowledge Graph?

It varies. Focus on consistent structured data, verified profiles, authoritative citations, and time. There's no guaranteed timeline.

Is Entity SEO only for brands?

No. It applies to organizations, people, products, events, and any entity Google recognizes. Even local businesses benefit from entity-based signals.

Entity SEO

Entity SEO is about making your brand, organization, or product a recognized thing — not just a keyword — in Google's Knowledge Graph and other semantic systems.

What is an Entity?

An entity is a thing or concept that is singular, unique, well-defined, and distinguishable. Examples:

People: "Tim Berners-Lee"
Organizations: "Google", "W3C"
Places: "Eiffel Tower", "Tokyo"
Products: "iPhone 15", "React framework"
Concepts: "machine learning", "SEO"

Entities have attributes, relationships, and a unique identifier (like a Wikidata ID or schema.org type).

Google's Knowledge Graph

Google's Knowledge Graph is a massive database of entities and their relationships. It powers:

Knowledge Panels (right-side info box in search results)
Rich Results (FAQs, How-tos, Events, Products)
Answer Boxes (direct answers at the top of search)
Semantic Search (understanding intent, not just keywords)

Google builds this graph from Wikipedia, Wikidata, structured data (schema.org), verified profiles, and authoritative citations across the web.

Why Entity SEO Matters

Better Search Visibility: Knowledge Panels and rich results increase click-through rates
Trust Signals: Being recognized as an entity signals authority and credibility
Semantic Relevance: Google connects your entity to related queries, even if exact keywords aren't used
AI/AEO-Friendly: Answer engines (ChatGPT, Perplexity) prefer citing verified entities
Future-Proof: As search becomes more semantic, entity-based signals matter more than keyword density

How to Build Your Entity

Entity-building is multi-channel. No single tactic guarantees a Knowledge Panel, but consistent signals across these areas help:

1. Schema.org Structured Data

Use Organization or Person schema on your website. Include:

json

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Acme Corp",
  "url": "https://example.com",
  "logo": "https://example.com/logo.png",
  "sameAs": [
    "https://twitter.com/acmecorp",
    "https://linkedin.com/company/acmecorp",
    "https://facebook.com/acmecorp"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-555-1234",
    "contactType": "Customer Service"
  }
}

Place this JSON-LD in your homepage <head> or <body>. Validate with Schema Validator.

2. Wikipedia / Wikidata

If your organization or brand is notable enough, create or update a Wikipedia page. Follow Wikipedia's notability guidelines and avoid promotional content.

Wikidata (the structured data backend of Wikipedia) is a primary source for Google's Knowledge Graph. A Wikidata ID (like Q95 for Google) is a strong entity signal.

3. Google Business Profile

For local businesses, claim and verify your Google Business Profile. This is one of the strongest entity signals for local SEO.

Ensure NAP (Name, Address, Phone) consistency across all listings
Add photos, business hours, categories
Collect reviews

4. Social Media Profiles

Verified social profiles (Twitter/X, LinkedIn, Facebook, Instagram) help Google confirm your entity's identity. Link these in your schema.org sameAs array.

5. Authoritative Citations

Get mentioned on high-authority sites (news, industry publications, directories). Consistent mentions with your brand name help Google recognize and connect your entity.

Entity vs Keywords

Aspect	Keyword SEO	Entity SEO
Focus	Ranking for specific query strings	Building brand as a recognized thing
Signals	On-page keywords, backlinks, content	Structured data, verified profiles, citations
Goal	High rankings for target keywords	Knowledge Panel, semantic relevance, trust
Timeframe	Can see results in weeks/months	Takes months to years for strong signals

Both matter. Keywords help you rank for searches; entities help you build authority and semantic relevance.

Entity SEO Implementation Steps

Add Organization/Person schema to your homepage (or about page) with sameAs links to social profiles
Claim and optimize Google Business Profile (if applicable)
Create or update Wikipedia/Wikidata (if notable)
Build consistent NAP citations across directories and industry sites
Verify social profiles (Twitter/X, LinkedIn, Facebook)
Monitor Knowledge Panel (search your brand name, check for Knowledge Panel or rich results)
Maintain consistency across all mentions: same name, logo, description

Entity-building is ongoing. Keep your structured data updated, maintain your profiles, and earn authoritative mentions.

FAQ

Common Entity SEO questions.