Content and entities
Entity
An entity is a distinct thing a system can recognise and reason about — a company, a product, a person, a place. Search and AI systems work with entities rather than strings, so being recognised as one matters.
In more detail
Entity recognition is why consistency pays. The same company name, the same product names and the same key facts everywhere make it far easier for a system to treat all mentions as the same thing.
Guides that cover this
Related terms
Knowledge graph
A knowledge graph is a structured store of entities and the relationships between them — companies, people, products and how they connect. Search and AI systems use it to know what a name refers to.
Structured data
Structured data is machine-readable markup that states what a page is and what it contains. It helps search engines show rich results and helps AI systems understand a page before deciding whether to use it.
Brand alias
A brand alias is an alternative name for a brand — a product name, a shortened form, a legal entity name or a common misspelling. Tracking aliases is what stops a mention being missed when the company name is never used.
Ready to Dominate AI Search?
Get started now
Allswap