Entity Optimisation
We can help to optimise your site to appear in ChatGPT, Gemini, Google AI Overviews and Perplexity.
AI works by using something called ``entities`` which are basically ``things``, like people, brands, products, objects, ideas or concepts.
We can help search engines and AI understand more about your business and the products and services it offers by using these entities both in your content and within structured data.
LLMs (Large Language Models) are trained to recognise entities and including them on your site can remove ambiguity that might otherwise exist, helping your content to be shown for more relevant searches, which in turn, can help to improve both traffic and conversions.
What We Need From You
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.
Content Time
In order to properly optimise the entities on your site, you'll need to change your content to include them. We can either give you advice and a content brief on how to do that, or we can write the content for you to implement.
How It Works
You can choose to work with us on a consultation basis, where we will perform an entity audit and give you recommendations of things you need to change within your content. We also offer an entity and structured data audit, which will identify places within your content where you can add entities, and also bespoke structured data can be written to enhance these entities.
We can also work with you on an ongoing basis, writing or altering your content, improving your entities and writing structured data over a period of time, working a set number of days per month. This is often the best option for larger or e-commerce websites.
Entity Audit Only
We can perform an entity audit on your site, identifying the key entities you should be targeting, and also provide suggestions on how to organise your content more effectively to suit the entities.
Structured Data & Entity Audit
We can perform an entity audit, give you recommendations on improving your content with relevant entities and then write tailored entity-based structured data for your key pages or the pages of your choosing.
Ongoing Basis
We can work on an ongoing basis, with us writing or altering your content, improving your entities and writing structured data for your key pages. This is the full package and has the most impact on your traffic and conversions.
Have Questions?
Here are some of the most commonly asked questions our clients ask about entity optimisation.
Entities are how Google search and AI generated overviews organise all of the things that they know about. They are important because they are a unique "thing" which can be organised with a unique identifier. We can help Google and AI models understand the content about your site by adding entities into your content and structured data.
An entity is different to a keyword in that it is unique and distinguishable. Due to this, you only need to talk about the entity on the page, rather than trying to optimise it for tons of different keywords. In fact, you don't even need to mention the keyword you are targeting on the page! For example, if you have a website selling backpacks, you could mention rucksack, booksack, bookbag, backsack and never even mention backpack. This is because Google understands that they are all the same thing.
If your brand entity isn’t up to scratch, then users and search engines won’t be able to find you as easily online. Most clients we deal with have at least one brand entity they are not even aware of, such as a duplicate legal entity e.g. Limited and Ltd. These duplicate entities can harm your brand if they are not consolidated. We are specialists in helping you consolidate your brand entity online.
It can take up to a year for you to see an improvement in your brand entity. Adding and optimising entities within your content is usually a lot quicker than this, normally around 6 weeks or so depending on the amount of traffic you get to your website.
We don't implement your content or structured data for you, as every site and CMS is different. You'll need to employ the services of a developer to implement these things for you.
There aren't any specific entity tracking tools on the market at the moment, however you can track keywords in entity groups using tools such as Wincher, which will help you to see how your entities are performing over time.
Your site must be technically-sound before structured data and content is implemented, so we always recommend that you have a full technical SEO audit before working with us. We can recommend SEO agencies or freelancers who can help with this.
If you have an average review score of less than 2.5/5, get virtually no traffic or are a brand new site, it will take a lot longer for you to see results, and structured data may not make a real difference to your traffic or conversions.