AI search. Reviewed October 29, 2026
Entity
Also called: Knowledge graph entity
An entity is a thing Google and AI models recognize as one distinct object, such as a specific business, person or place, with facts attached to it rather than just a string of words.
In practice
A business becomes a clear entity when its name, address, phone, founder, services and profiles match everywhere, when its schema gives it one stable identifier, and when other sites refer to it the same way.
Two Business Profiles, three name variants and an old phone number make two half-entities that neither Google nor an assistant trusts.
Related terms
- Schema markupSchema markup is code added to a web page that labels facts such as business name, services, prices, reviews and questions in a format search engines and AI assistants read directly.
- NAP consistencyNAP stands for name, address and phone number, and NAP consistency means those three match exactly everywhere the business is listed online.
- E-E-A-TE-E-A-T stands for experience, expertise, authoritativeness and trustworthiness, the qualities Google's human quality raters look for in a page and in the person or business behind it.
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