AI search glossary

    What is Entity?

    An entity is a distinct, identifiable thing, such as a business, person, place or product, that search engines and AI systems can recognise and describe.

    Google's Knowledge Graph, introduced in 2012, was built around "things, not strings": understanding entities rather than matching words.

    Why it matters for your business

    AI systems don't think in keywords; they think in things. If they can't tell your business apart from a similarly named one, they won't risk recommending you.

    How it works

    1. 1

      Name and identity

      A consistent name, address and description tie mentions of you together into one entity.

    2. 2

      Attributes

      Facts such as services, location, founder and year founded describe the entity.

    3. 3

      Connections

      Links to other entities (people, places, organisations) place you in context.

    Common misunderstandings

    Myth

    Only big brands are entities.

    Reality

    Any local clinic, law firm or agency can be an entity if its details are clear and consistent.

    What to do about it

    • Write one standard description of your business and use it everywhere.
    • Create a strong About page naming the founder and key people.
    • Keep your Google Business Profile and major directories consistent.
    • Add Organization structured data that matches the visible page.

    Questions people ask

    What's the difference between an entity and a keyword?

    A keyword is a string of words. An entity is the real thing those words refer to.

    See where your business stands

    Run the Free Check

    Sources

    Related terms

    Entity relationshipsKnowledge GraphMachine Trust

    Defined by Dr. Radhakrishnan KG, founder of WebNamaste · Reviewed 6 October 2026