entity-seo
kostja94/marketing-skills
Optimize your brand, product, and authors as distinct entities in search engines' knowledge systems for ~3.2× more AI-powered search visibility.
What is entity-seo?
Entity SEO makes your brand, product, and authors recognizable as unique entities in Google's Knowledge Graph and AI search systems. Use this when optimizing for entity recognition, Knowledge Graph visibility, entity signals, or entity-first content strategy. Modern search engines prioritize entity understanding over keyword matching.
- Audit brand, product, and author entity identity gaps across your site
- Implement Organization and Person schema with stable @id for entity linking
- Ensure consistency of brand name, logo, and description across all platforms and touchpoints
- Structure content with citable paragraphs for AI extraction and entity recognition
- Claim and optimize Knowledge Panel presence through Google Business Profile and WikiData
- Support E-E-A-T signals through clear author identity and entity relationships
How to install entity-seo
npx skills add https://github.com/kostja94/marketing-skills --skill entity-seoHow to use entity-seo
- 1.Conduct an entity audit to identify gaps in brand, product, and author identity signals
- 2.Add Organization schema to your site root (homepage or global layout component) with @id, name, url, logo, and sameAs properties
- 3.Add Person schema to author pages with name, url, affiliation, and sameAs properties
- 4.Ensure consistent brand name, description, and logo across your website, social profiles, and business directories
- 5.Structure content with clear, citable paragraphs that identify entities (brand, product, author) explicitly
- 6.Claim your Google Business Profile and suggest updates to Knowledge Panel information when available
- 7.Check WikiData and Wikipedia for your brand entity and ensure accuracy
Use cases
- Establishing a new brand's presence in Knowledge Graph and AI search results
- Consolidating multiple domains under a single brand entity (Hub-Spoke model)
- Improving author credibility and citation in generative AI search results
- Disambiguating your brand from similar entities with the same name
- Strengthening Knowledge Panel eligibility for your organization or person
- SEO strategists and content marketers
- Brand managers and marketing directors
- Content creators and authors building personal brands
- E-commerce and product teams
- Multi-domain and enterprise brand managers
entity-seo FAQ
Keywords are text strings that can be ambiguous (e.g., 'Apple' = fruit or company). Entities are unique, well-defined concepts with consistent identity across contexts. Modern search engines use entities to understand meaning and intent, not just match phrases.
Direct control is limited. You can claim your Google Business Profile, suggest updates when available, and ensure consistency across platforms. Knowledge Panels are generated from WikiData, Wikipedia, and partnerships. Focus on consistency and authoritative About pages as primary references.
Entity-optimized content with clear signals (brand name, author identity, citable paragraphs) is ~3.2× more visible in AI-powered search. AI systems extract and cite entities more reliably when they're clearly identified and consistently presented.
Minimum placement is the homepage. Optimal placement is in a global component (root layout, header) so it appears on every page. This enables entity linking across your site. Do not confine it to the About page; use AboutPage schema there instead.
Include links to authoritative profiles: social media (LinkedIn, Twitter, Facebook), WikiData, Wikipedia, and industry directories. This helps search engines connect your entity across platforms and strengthens Knowledge Graph recognition.
Full instructions (SKILL.md)
Source of truth, from kostja94/marketing-skills.
name: entity-seo description: When the user wants to optimize for entity recognition, Knowledge Graph, or entity-based SEO. Also use when the user mentions "entity SEO," "entity optimization," "Knowledge Graph," "Knowledge Panel," "entity signals," "brand entity," "entity linking," "entity relationships," or "entity-first content." For structured data, use schema-markup. metadata: version: 1.0.1
SEO: Entity SEO
Guides entity-based SEO—making your brand, product, and authors recognizable as distinct entities in search engines' knowledge systems. Google moved from keyword-matching to meaning-based understanding (Hummingbird, RankBrain, BERT, MUM); entity understanding is central to how search processes queries. Content structured around entities can receive ~3.2× more visibility in AI-powered search. References: Semrush, Search Engine Land.
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
Scope
- Entity definition: Singular, unique, well-defined things (person, place, organization, product, event)
- Entity vs keyword: Entities = underlying concepts; keywords = text strings
- Knowledge Graph: Google's entity database; powers disambiguation and related concepts
- Implementation: Schema (Organization, Person); entity signals in content; consistency across platforms
What Is an Entity?
An entity is a thing or concept that is singular, unique, well-defined, and distinguishable—e.g. person, place, organization, product, event. Entities have:
| Attribute | Meaning |
|---|---|
| Unique identity | "Apple Inc." ≠ "apple (fruit)" despite same word |
| Attributes | Founding date, location, industry |
| Relationships | Connections to other entities (e.g. Apple Inc. → Steve Jobs, iPhone) |
Entity SEO = optimizing so search engines can identify, categorize, and connect your brand/product/author within the knowledge graph. Keywords are ambiguous; entities maintain consistent meaning across contexts.
Why Entity SEO Matters
- Search evolution: Google uses entities to understand intent, not just match phrases
- Knowledge Graph: Billions of entities and relationships; disambiguation, related concepts
- AI search: Entity-optimized content ~3.2× more visible in AI results
- E-E-A-T: Entity signals support Experience, Expertise, Authoritativeness, Trust. See eeat-signals
- GEO: AI Overviews, Copilot, Perplexity cite entities; clear identity improves citation. See generative-engine-optimization
Entity Signals (Content Best Practices)
| Practice | Purpose |
|---|---|
| Clear brand/product name | Consistent naming; avoid confusion with similar entities |
| Author identity | Person schema; author bio; link to author page |
| Organization identity | Organization schema site-wide; logo, sameAs |
| Citable paragraphs | Each block understandable on its own; supports AI extraction |
| Consistency | Same name, description, logo across website, social, directories |
Schema for Entity SEO
Organization
- Placement: Minimum—homepage; Optimal—root layout / global component (layout.tsx, _document, global header) so it appears on every page. Do not confine to About page; About uses AboutPage schema. See schema-markup for full placement table.
- Required:
@id,name,url; addlogo,sameAs(social, Wikidata) - Optional:
description,address,contactPoint; use most specific type (LocalBusiness, SoftwareApplication, etc.) when applicable
@id: Use stable URL (e.g. https://example.com/#organization) for entity linking across pages. Link Organization ↔ WebSite on homepage for sitelinks searchbox.
Person
- Use: Author pages; Article author; team members
- Properties:
name,url;affiliation(Organization);sameAs(LinkedIn, Twitter) - @id: Enables entity linking; e.g.
https://example.com/author/jane/#person
See schema-markup for full VideoObject, Article, Product, etc.; Organization and Person are core for entity SEO.
Knowledge Panel & Knowledge Card
| Feature | Description | Obtainability |
|---|---|---|
| Knowledge Panel | Entity info (brand, person, place) in SERP | WikiData, partnerships; most sites cannot directly obtain |
| Knowledge Card | Top-of-SERP semantic answer | Same as Knowledge Panel |
Actions (limited control):
- Claim: Google Business Profile; suggest updates when available
- Consistency: Same brand name, description, logo across all platforms
- Entity Home: Authoritative About page as primary reference
- WikiData / Wikipedia: Can support Knowledge Panel generation
See serp-features for Knowledge Panel in SERP context; multi-domain-brand-seo for Hub-Spoke entity consistency.
Entity & Multi-Domain / Brand
When using multiple domains (Hub-Spoke):
- Consistency: Same brand name, description, logo across Hub and Spoke
- Entity Home: Authoritative About page on Hub as primary reference
- Schema: Organization with subOrganization for related entities
- Entity confusion: Avoid legacy brands, sub-brands, directories diluting brand perception
See multi-domain-brand-seo for full strategy.
GEO & AI Citation
Entity signals strengthen GEO citation:
- Direct-answer format + entity signals = clearer AI extraction
- Citable paragraphs with clear brand/product/author identity
- Distribution: Website, YouTube, forums, Reddit—consistent entity identity across platforms
See generative-engine-optimization for full GEO strategy.
Output Format
- Entity audit (brand, product, author identity gaps)
- Schema (Organization, Person; @id placement)
- Consistency checklist (name, logo, description across touchpoints)
- Knowledge Panel (claim if eligible; suggest updates)
Related Skills
- schema-markup: Organization, Person; @id for entity linking
- eeat-signals: E-E-A-T; author bio; Person schema
- generative-engine-optimization: GEO; entity signals for AI citation
- serp-features: Knowledge Panel, Knowledge Card; SERP context
- multi-domain-brand-seo: Entity & Knowledge Panel; Hub-Spoke consistency
- about-page-generator: Entity Home; authoritative brand reference
Related skills
More from kostja94/marketing-skills and the wider catalog.
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favicon-generator
When the user wants to implement, optimize, or audit favicon and app icons. Also use when the user mentions "favicon," "app icon," "browser icon," "touch icon," "PWA icon," "favicon sizes," "apple-touch-icon," "favicon.ico," "site icon," or "tab icon." For visual system, use brand-visual-generator.
featured-snippet
When the user wants to optimize for Featured Snippets, Position Zero, or snippet extraction. Also use when the user mentions "featured snippet," "position zero," "snippet optimization," "answer box," "definition box," "list snippet," "table snippet," "paragraph snippet," "PAA optimization," or "win position zero." For schema, use schema-markup. For step-by-step HowTo sections (lists, copy), use howto-section-generator.
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When the user wants to create, optimize, or audit features page content. Also use when the user mentions "features page," "product features," "capabilities," "what it does," "feature list," "feature comparison," "product capabilities," or "features section." For sitewide page planning, use website-structure.
feedback-page-generator
When the user wants to create, optimize, or audit a feedback or roadmap page. Also use when the user mentions "feedback page," "roadmap," "feature requests," "vote on features," "Canny," "UserVoice," or "product feedback." For sitewide page planning, use website-structure.
footer-generator
When the user wants to design, optimize, or audit website footers. Also use when the user mentions "footer," "page footer," "site footer," "footer links," "footer navigation," "footer SEO," "footer design," "footer CTA," "multi-column footer," or "footer sitemap." For main nav, use navigation-menu-generator.