The short answer
An entity is a distinct thing, such as a company, person, product or place, that machines can recognize and link to facts about it. Search engines and AI assistants use entities, not only strings of words, to connect facts to a name.
Updated Oct 18 2026
Why Entity matters
If systems cannot tell who you are, they cannot attach the right facts to your name or recommend you with confidence. Consistent naming and links to trusted profiles make you easier to recognize.
How to measure or use it
Search your brand name in each assistant and check the description, category and location. Check that your name and key facts match across your site and your major profiles.
How I handle it
I start every engagement by writing down the facts that must be identical everywhere: name, what you do, who you serve and your official profiles. Then I make the site and its markup say it the same way.
Related terms
Entity questions
Is an entity the same as a keyword?
No. A keyword is a string people type. An entity is the thing the string refers to, and the same entity can be reached by many strings.
How do I become a recognized entity?
Say the same true things about yourself everywhere, mark them up, and earn mentions from sources that systems already trust.