Glossary
Entity
An entity is a distinct thing that search and AI systems recognise and store attributes about: a company, product, person, place or concept. Engines answer brand questions from entity understanding, so if your attributes are inconsistent across the web the engine's picture of you is inconsistent too.
In plain terms
The engine holds a record of who you are. Your job is to make sure that record is right and says the same thing everywhere.
Why it matters for B2B
Recommendation depends on the engine being confident about what you do and who you serve. Ambiguous entity data is a common, invisible reason a brand gets cited for facts but never suggested as an option.
How to apply it
- State the core facts — what you do, who for, where, what it costs — plainly on your own site.
- Keep name, description and category consistent across profiles and directories.
- Use structured data that matches the visible text.
Related terms
Back to the full glossary (25 terms).
Ranking is no longer enough
You need to be cited, mentioned, and recommended.
Get a free AI Visibility Report — see exactly where your brand appears across ChatGPT, Google AI, Gemini, Perplexity, and Copilot, and where competitors are winning instead.