What is Entity SEO?
Entity SEO is the practice of improving how search engines and related systems understand your organisation as an entity: stable identity, relationships, and attributes — not only how individual pages rank for keyword strings.
It overlaps knowledge-graph thinking, schema markup, NAP consistency, and brand SERP management. It is not a separate Google product you toggle on.
Pages vs entities
Classic SEO asks: which URL should rank for this query? Entity-oriented work asks: does the system know what organisation this is, and are attributes correct when the brand is invoked? Both matter. Page relevance without entity clarity produces rankings that still leak trust when answers invent facts.
Core practices
- Canonical names and Organisation schema
- Consistent NAP and official profiles
- Clear sameAs to real properties
- Content that defines the entity and its services without keyword soup
- Corroboration from registries and selective third parties
Selective identity as entity support
A public passport is an entity-shaped document on the open web. Used with first-party schema and consistent profiles, it supports entity SEO goals without claiming to control rankings. Digital business passport.