Definition. An SEO practice whose primary unit is not the keyword but the entity: person, company, product, place, concept, as recorded in knowledge graphs and LLM knowledge bases. It works with JSON-LD, unique identities (sameAs), consistent naming and clean relationships between entities.

Why it matters. Generative answers draw on entities, not on keyword density. Only a brand, person or product that is recognised as an entity has a chance to appear as a source in AI answers.

Related. Generative Engine Optimization (GEO), Structured Content, Semantic HTML