Glossary /AI search & GEO
Entity Optimisation
Making a company legible as a distinct thing — with consistent naming, stated relationships and outside corroboration — rather than as a set of keywords.
Entity optimisation treats a company as an object in a knowledge graph rather than a string in an index. The work is to make the entity unambiguous: one consistent name, an explicit statement of what it is and what it does, its people and products declared as related entities, and the same facts repeated identically wherever they appear.
Structured data carries the statements, but the statements are not sufficient on their own. Engines and assistants corroborate, so the claims a site makes about itself have to be confirmed by sources it does not control — coverage, profiles, directories that matter in the field — before the entity is treated as established.
Inconsistency is the usual obstacle and it is almost always accidental. A company name that varies across the site, a founder credited three different ways, a description rewritten per page: each variation gives the resolver a reason to hesitate about whether these are the same thing.