Entity SEO: make sure Google and AI know exactly who you are
We make your business one clear, consistent entity across your website, profiles and the wider web, so search engines and AI assistants describe you correctly and trust you enough to recommend you. Part of AI Search Optimisation plans from £695 a month, excluding VAT.
- Led by Muhammad Younus
- Building websites since 2019
- Top Rated Plus on Upwork
- Part of plans from £695 a month
Written by Muhammad Younus, founder of Renozer. Last updated 21 October 2026. Editorial policy.
Entity checkYour Business, Manchester
- Name identical across 18 sources13 of 18
- Phone and address consistent3 conflicts
- Organization schema on siteMissing
- sameAs links to real profilesMissing
- Google Business Profile matches siteYes
- Described correctly by AI assistants2 of 6
What is entity SEO?
Why a search engine needs to be sure who you are before it recommends you.
Entity SEO is the work of defining your business as a single, recognisable thing that search engines and AI tools can identify with confidence. It aligns your name, address, services, people and profiles everywhere they appear, then confirms them with structured data.
Google and the AI assistants no longer read the web as strings of keywords. They store things, called entities, and the relationships between them: this business, at this address, run by this person, offering these services in these towns. When those facts are scattered or contradict each other, a machine cannot be sure it has the right business, so it plays safe and recommends someone it can verify. Entity based SEO removes that doubt. It is the foundation under our answer engine optimisation work, and it supports your local SEO because Google uses the same facts for the Map Pack.
- Entity home
- Your about page, the one source you fully control
- Key facts
- Name, address, phone, services, areas and people
- Confirmed by
- Schema, sameAs links, profiles and directories
- Used by
- Google, including AI Overviews, Bing, ChatGPT, Gemini, Perplexity, Claude and Copilot
- Typical result
- Fewer wrong descriptions and more confident recommendations
- Price
- Inside AI Search Optimisation plans
Signs search engines are confused about your business
Most owners never notice these until a customer mentions the wrong phone number.
We trace every source repeating the old details and correct or remove them, which matters most after a rebrand or redesign.
Your site, profiles and directories are aligned so the current service list is the only one machines see.
Clear schema, sameAs links and a strong about page separate you from look-alikes.
One master record of your details, then every listing updated to match it as part of our local SEO work.
A proper Person profile with credentials, connected to the business and its pages.
How Google builds a picture of your business
Knowledge Graph, corroboration and why consistency beats volume.
Google keeps a database of entities called the Knowledge Graph. It adds or updates a business when several independent sources agree on the same facts. Your website is the starting point, and the about page usually acts as the entity home: the page that states most clearly who you are. Your Google Business Profile, Companies House record, trade bodies, social profiles and press mentions then either confirm that picture or muddy it.
Volume matters less than agreement. Ten listings with the same details carry more weight than forty with three versions of your address. AI assistants work in a similar way: when the facts they find match, they repeat them confidently; when they clash, they hedge or pick a competitor. Genuine coverage from digital PR adds independent sources that agree with you.
- One entity home that states every key fact
- Profiles and directories that match it exactly
- Independent mentions that confirm what you say
Structured data SEO: the schema we add
Schema markup tells machines in plain code what a page is about and who is behind it.
Structured data is a block of JSON-LD code that sits in the page and labels its facts. We build it as one connected graph, so the organisation, its people, its services and its pages all reference each other rather than floating as separate snippets added by different plugins.
| Schema type | What it tells machines | Where it goes |
|---|---|---|
| Organization or LocalBusiness | Legal name, logo, address, phone, opening hours, areas served | Home and about page |
| Person | The owner or expert, their role and credentials | About and author pages |
| Service | Each service, its area and its price range | Every service page |
| sameAs | Links to your real profiles on other sites | Inside the Organization and Person markup |
| FAQPage and Product | Questions and products that genuinely appear on the page | Only where the content exists |
On WordPress we replace conflicting plugin schema with one clean graph; on Wix, Squarespace and Shopify we work within what each platform allows.
One version of the truth about your business
Entity work is detailed and unglamorous. We do it carefully, record every change and show you the before and after.
Entity work is included in AI Search Optimisation from £695 a month. A one-off clean-up is quoted in writing first.
Muhammad builds and tests the schema himself, and checks every profile we change against your master record.
An AI tool quoting your old address? Send a screenshot and we will trace the source within one working day.
We fix the source of a wrong fact, not just the listing where you happened to spot it.
One mission: your business grows.
How to get a Google knowledge panel
An honest answer, because this is where a lot of money gets wasted.
You cannot apply for a knowledge panel, and anyone who guarantees one is selling something they do not control. Google shows a panel when it is confident an entity exists and has enough corroborating sources. For most local firms, the right-hand box people see is actually the Google Business Profile, which you can claim and manage today.
What you can do is give Google every reason to be confident. If a panel does appear for your company or for you as the owner, it can be claimed by signing in through an official account Google recognises, such as Search Console or a verified YouTube channel. You can then suggest edits, which Google reviews before they go live. Not sure where you stand? Our free AI visibility audit shows how Google and six assistants describe you today.
- Build the entity home
An about page that states your name, founding year, location, people, services and links to your profiles.
- Add connected schema
Organization and Person markup with sameAs links to every genuine profile.
- Align every listing
Companies House, Google Business Profile, Bing Places, Apple Maps and trade directories all matching.
- Earn independent mentions
Coverage in local and trade press that names you and links to your site.
- Claim it when it appears
Verification through an official account, then careful edit suggestions.
Our entity clean-up process
Most of the work happens in the first two months, then we keep it tidy.
- Week 1Entity audit
Every place your business is mentioned, with each conflicting fact recorded.
- Weeks 2 to 3Master record and entity home
One agreed set of facts, and an about page that states them clearly.
- Weeks 3 to 5Schema and profiles
Connected structured data on the site and the main profiles updated.
- Weeks 5 to 8Directories and mentions
Listings corrected and new, genuine sources added over time.
Moving to a new site or brand name? Entity work belongs in the plan from the start of any website redesign.
What the entity work includes
The pieces that make your business unmistakable to search engines and AI tools.
Entity SEO services pricing
Entity work is part of our AI plans, with one-off clean-ups quoted in writing.
For established businesses that need their facts aligned and kept that way.
- Entity audit and master record
- Connected schema across the site
- Profile and directory alignment
- Monthly AI description checks
- Quarterly strategy call
Plus £1,495 set-up, when the entity home and site need rebuilding.
- A new website with schema built in
- Entity home page written for you
- Listings aligned at launch
- Monthly report
Prices exclude VAT. Three-month minimum, then month by month with 30 days' notice. Ask for a written quote for a one-off clean-up.
Entity, schema and knowledge panel questions
See also our FAQ page.
What is entity SEO in simple terms?
Can I pay to get a Google knowledge panel?
Is a knowledge panel the same as a Google Business Profile?
How do I claim or edit my knowledge panel?
Do I need a Wikipedia page?
Which schema does a small business need?
How long does entity work take?
See how machines describe your business
A free check of your business facts across your site, profiles and six AI assistants, with the conflicts listed, in two working days.
