GEO & AI search glossary
Entity
What is an entity in AI search?
A specific, identifiable thing — a company, a person, a product — that a model can distinguish from similarly named things. Consistent naming, a single canonical home page and connected structured data are what make a brand a clean entity.
Models reason about things, not strings. If your business appears as three slightly different names across your site, your listings and your social profiles, you may be three weak entities instead of one strong one.
Entity hygiene is unglamorous: one canonical name, one canonical URL, the same phone number and address everywhere, structured data that links your organization to your people and your services, and no contradictions between your site and third-party profiles.
Related terms
- Structured data (schema markup)Machine-readable JSON-LD embedded in a page that states what the page is about, who published it and how its entities relate. It does not force a citation, but it removes ambiguity about who you are.
- Quotable expertA named, attributable person from your business who says something specific and repeatable in your content. Models anchor trust to real entities, and a named expert gives them a person to attribute a claim to.
- HallucinationWhen a model states something confidently that is not true. Publishing clear, sourced, unambiguous facts about your own business reduces the chance an engine invents details about you.
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