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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 the AI Search Authority plan from £695 a month.

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  • 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 . Editorial policy.

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Watch in 87 seconds

How we make search engines sure who you are

Why clashing business facts make machines hedge, and how one master record fixes your details everywhere.

With sound and English captionsNarrated, animated, no stock footage

Read the video transcript

Old address still showing? Services you dropped? Listings that disagree? When facts clash, machines play safe. So we trace every source, align your profiles, and keep one master record.

Entity SEO makes you one recognisable thing. The same name, address, services and people everywhere, confirmed with structured data.

We add connected schema. Business details. A Person profile for you. Service markup on every service page. Links to your real profiles. And FAQ markup only where it's genuine.

AI works the same way. When facts match, it repeats them with confidence. When they clash, it hedges, or names a competitor.

And here's the honest bit. You can't apply for a Google knowledge panel, and nobody can guarantee one. We make your facts clear, then help you claim it if one shows up.

The clean-up takes about two months. Audit first. Then a master record and entity home, schema and profiles, and finally directories.

Entity work is included in AI Search Authority from £695 a month. Check how machines see your business with a free audit at renozer.com.

The basics

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 the AI Search Authority plan

Signs search engines are confused about your business

Most owners never notice these until a customer mentions the wrong phone number.

01What you noticeOld trading names or a previous address still appear in search
What we fix

We trace every source repeating the old details and correct or remove them, which matters most after a rebrand or redesign.

02What you noticeAI assistants describe services you no longer offer
What we fix

Your site, profiles and directories are aligned so the current service list is the only one machines see.

03What you noticeGoogle shows a competitor or a different business with a similar name
What we fix

Clear schema, sameAs links and a strong about page separate you from look-alikes.

04What you noticeYour directory listings disagree with each other
What we fix

One master record of your details, then every listing updated to match it as part of our local SEO work.

05What you noticeThe owner or lead expert is invisible online
What we fix

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

One record, repeated everywhere

  • Google Business Profile
  • Companies House
  • Bing Places
  • Social profiles
  • Entity homeYour about page
  • Apple Maps
  • Trade bodies
  • UK directories
  • Press mentions
Illustration. Every source around the edge should state the same name, address, phone and services as the page in the middle.

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 typeWhat it tells machinesWhere it goes
Organization or LocalBusinessLegal name, logo, address, phone, opening hours, areas servedHome and about page
PersonThe owner or expert, their role and credentialsAbout and author pages
ServiceEach service, its area and its price rangeEvery service page
sameAsLinks to your real profiles on other sitesInside the Organization and Person markup
FAQPage and ProductQuestions and products that genuinely appear on the pageOnly 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.

JSON-LD, one connected graph
{
  "@graph": [
    { "@type": "LocalBusiness", "@id": "#business",
      "name": "Your Business Ltd",
      "sameAs": ["https://www.linkedin.com/company/yourbusiness",
                 "https://www.facebook.com/yourbusiness"] },
    { "@type": "Person", "@id": "#owner",
      "worksFor": { "@id": "#business" } },
    { "@type": "Service", "name": "Boiler servicing",
      "provider": { "@id": "#business" } }
  ]
}
Illustration. The person and the service both point back to one business, so nothing floats on its own.
No guarantees, even when it’s right Google says correct markup makes a page eligible for rich results but doesn’t promise them, and markup for things readers can’t see can lead to a manual action. Google’s structured data rules.
No special “AI schema” Google says structured data isn’t required for its generative AI features and there’s no special markup to add. We use schema to make your facts clear, not as an AI trick. Google’s guide to AI features.

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.

Affordable

Entity work is included in AI Search Authority from £695 a month. A one-off clean-up is quoted in writing first.

Committed

Younus builds and tests the schema himself, and checks every profile we change against your master record.

Responsive

An AI tool quoting your old address? Send a screenshot and we will trace the source within one working day.

Problem-solvers

We fix the source of a wrong fact, not just the listing where you happened to spot it.

One mission: your business grows.

Get a free quoteSee how we work

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, ChatGPT, Gemini and Perplexity describe you today.

  1. Build the entity home

    An about page that states your name, founding year, location, people, services and links to your profiles.

  2. Add connected schema

    Organization and Person markup with sameAs links to every genuine profile.

  3. Align every listing

    Companies House, Google Business Profile, Bing Places, Apple Maps and trade directories all matching.

  4. Earn independent mentions

    Coverage in local and trade press that names you and links to your site.

  5. Claim it when it appears

    Verification through an official account, then careful edit suggestions.

Your Business LtdCompany
Website
yourbusiness.co.uk
Founded
2014
Founder
Your name
Profiles
LinkedIn, Facebook, YouTube

Claim this knowledge panelFeedback

Illustration. The claim link sits at the bottom of the panel; the Feedback link lets anyone suggest a fix.
Good to know Google says panels are generated automatically and not every one can be claimed yet. To claim one, you sign in to an official profile it lists, such as YouTube or Search Console. Google’s verification steps.

How it works

Our entity clean-up process

Most of the work happens in the first two months, then we keep it tidy.

  1. Week 1Entity audit

    Every place your business is mentioned, with each conflicting fact recorded.

  2. Weeks 2 to 3Master record and entity home

    One agreed set of facts, and an about page that states them clearly.

  3. Weeks 3 to 5Schema and profiles

    Connected structured data on the site and the main profiles updated.

  4. 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.

Before you sign

How to choose an entity SEO agency

Six questions to ask any agency, ours included, and the answers that should make you walk away.

AskA good answerWalk away if you hear
What will you check first?Every place your business is mentioned, with each conflicting fact written downA schema plugin switched on, and nothing else
Which schema will you add, and where?Types that match what’s on each page, joined into one graphEvery type going, including reviews or FAQs the page doesn’t show
Can you get us a knowledge panel?No one can promise one. They’ll make your facts clear and help you claim it once Google shows oneA guaranteed panel, or a fee per panel
Will you get us onto Wikipedia or Wikidata?Not as a deliverable. Wikipedia needs real coverage in independent sources firstA Wikipedia page bundled into the package
How will we see what you changed?A before and after record of every fact and listing they touchedA score that goes up, with no list of changes behind it
What does it cost, and for how long?A fixed price and a clear minimum term, in writingA scope that changes once you’ve signed
What it costs elsewhere On , Opace, on Google’s first page for “schema markup services UK”, published £800 to £2,000 for a schema audit and implementation on a standard business website. Found, the UK agency at the top for “entity SEO agency UK”, doesn’t publish a price. Our entity work sits inside AI Search Authority from £695 a month, with no VAT to add. Or start with our £295 SEO Audit, which includes an AI visibility check.

Red flags

Entity SEO promises to walk away from

Each of these comes straight from Google’s or Wikipedia’s own rules, so you can check them yourself. If an agency offers one, ask them to show you where Google says it works.

  • A guaranteed knowledge panel. Google says panels are generated automatically, and not all of them can even be claimed. About knowledge panels.
  • Markup for things your pages don’t show. Google says structured data must describe what readers can see, and a structured data issue can lead to a manual action. Structured data rules.
  • Fake reviews in your schema. Google names fake reviews as misleading content you mustn’t mark up. Structured data rules.
  • “Special AI schema”. Google says there’s no special schema.org markup for its AI features. Google’s AI features guide.
  • A paid Wikipedia page. Wikipedia says it isn’t a means of promotion, and a company needs significant coverage in independent sources to qualify. Wikipedia’s notability rules.

What you get

What the entity work includes

The pieces that make your business unmistakable to search engines and AI tools.

Entity auditEvery mention of your business found and checked for conflicting facts.Month 1
Entity home pageAn about page written to state who you are, clearly and completely.Month 1
Schema markup servicesConnected Organization, LocalBusiness, Person and Service markup.Every plan
sameAs and profilesYour real profiles linked and aligned with the website.Every plan
Listings clean-upGoogle, Bing, Apple and UK directories matched to one record.Ongoing
AI description checksHow ChatGPT, Gemini, Perplexity and AI Overviews describe you, checked every month.Monthly

Entity SEO services pricing

Entity work is part of our AI plans, with one-off clean-ups quoted in writing.

AI Search AuthorityFrom £695 a month

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
  • Fortnightly call
Get my free audit and quoteCompare all prices
Growth SEOFrom £495 a month

No set-up fee. City-wide SEO with new pages every month. Add a website from £995 if you need one.

  • Technical SEO and internal links
  • Two answer-first pages a month
  • Citations kept consistent
  • Monthly report
Start with a websiteCompare all prices

No VAT to add. Three-month minimum, then month by month with 30 days' notice. Ask for a written quote for a one-off clean-up.

Before you hire

Entity, schema and knowledge panel questions

See also our FAQ page.

What is entity SEO in simple terms?
It is making sure search engines and AI tools recognise your business as one clearly defined thing, with one name, one set of contact details and one list of services, wherever it is mentioned online. Once machines are confident who you are, they are more willing to rank and recommend you.
Can I pay to get a Google knowledge panel?
No. Google decides when to show a knowledge panel, and nobody can buy, request or guarantee one. What we can do is make your business facts clear and consistent so Google has the evidence it needs, then help you claim the panel if it appears.
Is a knowledge panel the same as a Google Business Profile?
Not quite. For most local businesses the box on the right of Google is the Google Business Profile, which you control directly. A knowledge panel comes from Google's Knowledge Graph and is more common for well-known organisations and people. Both rely on the same consistent facts.
How do I claim or edit my knowledge panel?
If a panel appears for your business, there is an option on it to claim it. Google verifies you by signing in to an official account linked to the entity, such as Search Console or YouTube. After that you can suggest changes, which Google reviews before publishing.
Do I need a Wikipedia page?
No, and most small businesses do not qualify for one. Wikipedia has strict notability rules, and pages written to promote a business are removed. We never promise Wikipedia or Wikidata entries; we build recognition through your own site, profiles and genuine coverage.
Which schema does a small business need?
Usually Organization or LocalBusiness on the home or about page, Service on each service page, Person for the owner or key staff, and sameAs links pointing to your real profiles. Product, Review and FAQ markup are added only where the page genuinely contains them.
How long does entity work take?
Fixing your own site and main profiles takes a few weeks. Search engines and AI tools then need to recrawl those sources, so changes in how you are described usually show over two to four months.
Is entity SEO the same as semantic SEO?
They overlap, but they’re not the same. Semantic SEO is about meaning: covering a topic fully, so a page answers what people really mean by a search. Entity SEO is narrower. It makes sure the things a page talks about, above all your business, its people and its services, are identified clearly and described the same way everywhere they appear.
What’s the difference between entity SEO and schema markup?
Schema markup is one tool inside entity SEO. It labels the facts on your pages in code. Entity SEO is the wider job: deciding what those facts are, stating them on your entity home, and getting your profiles, listings and mentions to agree. Schema on its own can’t fix a business that’s described three different ways.
Is schema markup still worth adding?
Yes, as long as it describes what’s really on the page. Google says it uses structured data to understand a page and that correct markup makes it eligible for rich results, though it doesn’t guarantee they’ll show. Google also says structured data isn’t required for its generative AI features and there’s no special markup for them, so we add schema for clarity, not as an AI trick.
How can I check if my website has schema markup?
Paste the page address into Google’s Rich Results Test. It shows the structured data Google can read and flags errors. For a page that’s already live, the URL Inspection tool in Search Console checks it against Google’s own crawl. Both are free, and they’re the two tools Google points to.
Can the wrong schema harm my site?
It can cost you rich results. Google says a structured data problem can lead to a manual action, which removes a page’s eligibility for rich results but doesn’t affect how it ranks in web search. The usual causes are markup for things readers can’t see and misleading content such as fake reviews.
What if Google mixes my business up with another one?
Start with what you control: your entity home, schema with sameAs links, and every listing matching. If a knowledge panel blends you with someone of the same or a similar name, or shows the wrong websites, Google’s help pages say to contact its knowledge panel support team. Anyone can also suggest a fix through the Feedback link under a panel. For a local business, check your Google Business Profile first, because that’s usually the box people see.
How much does entity SEO cost?
Ours is part of AI Search Authority, from £695 a month with no VAT to add, and it starts with a technical and entity audit. If you’d rather see the problems first, our £295 SEO Audit includes an AI visibility check and is credited in full if you then buy an SEO package. See the plans.
Still got a question?Call 0161 394 2632, or ask our assistant: it answers straight away, and Younus picks up anything it can’t.

Client reviews

What clients say about the SEO work

Copied word for word from Younus’s Upwork profile, where only a client with a closed contract can leave a review.

“Muhammad was great to work with. He understood my problems and what I wanted to accomplish with my website. We had a brief conversation to go over what I wanted and he delivered within a week. I gave him some tweaks I wanted to make and the fixed those immediately. I wanted to understand some things to do on my own and we set up a second zoom meeting so I can self manage my website. I will definitely hire him on an on going basis for when I need to get things done on my website that'll take me too long.”
Read the full review
Website Redesign: Sortie SportsUpwork client, Oct to Nov 2024Upwork review
“Muhammad is knowledgeable, I am looking forward to the things we have planned for my company”
Website Management and SEOUpwork client, Sep to Oct 2025Upwork review
“Thank you Muhammad for all your hard work. We really appreciate everything you did and we are really happy with the results.”
website Speed & SEOUpwork client, Jun to Jul 2025Upwork review
Read all 104 written reviewsCheck them on Upwork
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