Entity SEO

Entity SEO is work on how machines identify a thing, rather than on which keywords sit on a page. An entity is a person, a company, a product or a place that a search system holds as a single record in its knowledge graph. The job is to make that record correct and easy to match: consistent naming, structured data that states what the thing is, and references from sources the system already reads. The neighbouring terms describe surfaces. GEO and AEO are about what a generated answer says, and LLMO is about the model that writes it. Entity SEO is about whether the machine knows who you are before it writes anything. 23 of 44 programs teach it (7 unverified) (checked 18 September 2026). If you are buying a course, ask what the entity module actually covers. Some stop at pasting schema markup into a template. The harder parts are disambiguation, cleaning up conflicting profiles, and earning mentions that tie a brand to a subject rather than to a phrase.

Example

A consulting firm shares its name with a small brewery abroad. Ask an assistant about the firm and you get taproom opening hours. Entity work here means one canonical about page, the same legal name across the company register and public profiles, and markup saying the firm is an organisation in professional services, so the two records stop being treated as one.