Entity SEO and Knowledge Graphs in the Age of LLMs

Keywords had a good run. They're not dead (let me be clear about that) but the balance of power is shifting toward entities. And if you're not thinking about entity SEO, you're going to struggle with LLM visibility.

What entity SEO actually means

Entity SEO is about establishing your brand, people, products, and concepts as recognized things in the knowledge systems that power both search engines and LLMs.

When Google or an LLM encounters your brand name, do they understand:

• What kind of company you are?
• What products or services you offer?
• Who your key people are?
• How you relate to other entities in your space?

If the answer to any of these is "not really," you have entity work to do.

Building your entity presence

Consistent naming

Use the exact same name for your company, products, and people across every platform. Variations confuse models. "Audited.io," "Audited," and "The Audited Platform." Pick one and stick with it.

Knowledge graph seeding

Wikipedia, Wikidata, Crunchbase, LinkedIn. These are the sources that feed into knowledge graphs. Make sure your information there is accurate and complete.

Schema markup (again)

Organization schema with sameAs links to your social profiles and knowledge base entries helps models connect the dots. This is entity SEO 101.

Content that builds entity associations

Create content that naturally associates your brand with your key topics. If you want to be known as an authority in LLM-SEO auditing, you need consistent content on that topic linked to your entity.

Measuring entity strength

Ask multiple LLMs to describe your company. The accuracy, completeness, and confidence of their responses is your entity strength score. If they're vague, wrong, or confused, your entity presence is weak.

Do this quarterly and track changes. Entity strength builds slowly but compounds over time. The sooner you start, the bigger your advantage.