Brand Entity / AI Optimisation
In the era of AI-driven discovery, being visible is no longer just about ranking for keywords - it is about being recognised as a trusted entity.
At The Structured Data Company, we specialise in Brand Entity and AI Optimisation, which is a strategic process designed to ensure that Large Language Models (LLMs) like ChatGPT, Gemini and Perplexity, as well as Google’s Knowledge Graph, understand exactly who you are and what you do.
By consolidating your brands, including legal name and names you might otherwise by known by, we can resolve ambiguity, and help your brand secure the authoritative citations and rich results necessary to dominate the modern search landscape.
If your brand isn't being mentioned often in ChatGPT, Gemini, Google AI Overviews and Perplexity, then there's a few reasons why this might be:
- Your brand isn't big enough yet in terms of visibility, or it's very new.
- Search engines and LLM's don't understand enough about your brand.
- There is ambiguity between your brand name and someone else's, e.g. companies with similar names.
- You don't have adequate structured data.
- There's not enough mentions of your company online.
We can help LLMs understand your brand and start to mention your company more online.
How It Works
Our brand entity optimisation service is offered on an ongoing / retainer basis only.
This is because we see the most benefit from ongoing entity work with our clients, working for a set number of days per month. The minimum term is a 6 month contract, with the option to extend after the initial period finishes. We can continue the process below over the course of the contract, tracking progress as we go.
Brand Entity Audit
We start with a brand entity audit, to see how your brand is currently performing in LLM searches / AI overviews. We also look at your brand strength in Google's Knowledge Graph and put together a comprehensive plan of action to improve your brand entity scores and mentions.
Structured Data
Next, we'll start to write bespoke structured data for your website, focusing on your brand's main pages, which are normally the homepage, about us page and team pages. Over the coming months, we can write bespoke schema markup for your other pages as well.
Technical SEO
At the same time, it's really important that we work on your technical SEO, as no matter how lovely your content is, if your website isn't performing well from a crawlability, indexability or technical perspective, then you won't see good results.
Before You Start
In order for our entity optimisation process to work, there are a few things which we need from you before we start:
Good Reputation
You need to have a good reputation both online and offline. This means that you need to have an absolute minimum of 3 out of 5 stars in the majority of places where your business has been reviewed, including Google Business Profile, Trustpilot, Facebook or Glassdoor.
A Developer
You need to have a developer in order to implement the entity changes and structured data.
Alternatively, you can implement the content and schema markup yourself if you have the knowledge of how to do so on your CMS.
Resources for Digital PR
In order to get more brand mentions online, you'll possibly need budget for digital PR, social media marketing, or both. The process doesn't work if no one is talking about your brand online. You need discussions on forums, Reddit, Facebook and mentions of your company in reputable articles. Now this doesn't mean that you have to spend lots of money, that's up to you, but if you want to do this, you'll need a dedicated resource.
Case Studies
Take a look at our case studies to see the difference we’ve made to other companies:
How much does this cost?
Costs start from £500 a month depending on the size of your brand. This is for the mimium retainer of 1 day per month. This might sound like a lot to a small business, but the difference it can make vs things like paid advertising is huge!
In the long run, improving your brand entity is one of the best things that you can do for your business and for your SEO. Yes, it’s a slow process. You definitely won’t see results straight away. In fact, it can take up to a year before things like your Knowledge Panel change, and it can take a few months for your brand entity score to start to improve. In fact, it’s normal for your brand entity scores to take a dip before they improve, as search engines need to sort through all the noise and actually understand the facts.
You can book a FREE 30 minute chat with us to discuss your brand entity and requirements, with no obligations, just friendly and honest advice.