entity-seo-playbook

Entity SEO Playbook

Build entity authority so AI search surfaces your people, brand, and expertise — not just your pages. Based on Lily Ray's entity-first framework.

When to Use This Skill

Use this skill when you need to:

• Establish an expert or brand as a recognized entity in AI search results
• Audit entity presence across platforms (Google Knowledge Panel, Wikidata, LinkedIn, etc.)
• Optimize for AI search where entities outperform keyword-optimized pages
• Build cross-platform authority for a person, product, or organization
• Improve citation probability across ChatGPT, Perplexity, Google AI Overviews
• Develop a digital PR strategy centered on entity recognition

This skill is particularly valuable for:

• Consultants and experts building personal brand visibility
• B2B companies where thought leaders drive trust
• Publishers optimizing for AI-era traffic
• Anyone whose Google Knowledge Panel is missing or incomplete

Methodology Foundation

Source Expert: Lily Ray (VP of SEO Strategy, Amsive Digital; columnist, Search Engine Land)

Core Thesis: Entity-first replaces website-first. AI search models surface entities — people, organizations, concepts — not URLs. Individual experts with cross-platform digital footprints get disproportionately cited by AI.

"The shift isn't from SEO to GEO. It's from page-first to entity-first. AI models don't rank pages — they recognize entities and assess their authority across the entire web." — Lily Ray, The Search Session (Advanced Web Ranking)

Supporting Research:

• Google Search ranking code leak (2024) — site quality score correlates with brand search volume
• Mark Williams-Cook's signal decay thesis — link graphs and click data are eroding, entity signals are strengthening
• Metehan Yeşilyurt's AI bot analysis — different AI products retrieve entity information differently

What Claude Does vs What You Decide

| Claude Does | You Decide | |-------------|------------| | Audits entity presence across platforms | Which entities to prioritize | | Identifies gaps in entity establishment | Content and PR strategy budget | | Generates structured data recommendations | Which platforms to invest in | | Creates entity-building content plans | Expert credentials and experience to highlight | | Maps entity relationships | Strategic positioning decisions |

What This Skill Does

When invoked, I will guide you through:

1. Entity Audit — Assess current entity recognition across AI and search
2. Entity Establishment — Create or strengthen entity signals
3. Cross-Platform Authority — Build consistent entity presence
4. Content Strategy — Create entity-reinforcing content
5. Measurement — Track entity visibility in AI search

Instructions

Phase 1: Entity Audit

Before building, assess where you stand.

Entity Recognition Checklist

GOOGLE KNOWLEDGE PANEL
[ ] Does the entity have a Knowledge Panel?
[ ] Is the information accurate and complete?
[ ] Are notable works/credentials listed?
[ ] Is the entity connected to related entities?

WIKIDATA / WIKIPEDIA
[ ] Does a Wikidata entry exist? (Q-number)
[ ] Is the entity described with proper claims and references?
[ ] Does a Wikipedia article exist? (if notable enough)

SCHEMA MARKUP
[ ] Is Person/Organization schema present on owned sites?
[ ] Does schema include sameAs links to official profiles?
[ ] Is author markup on all published content?

AI SEARCH TEST
[ ] Ask ChatGPT: "Who is [entity]?" — does it know them?
[ ] Ask Perplexity: "[entity] expertise" — what sources cited?
[ ] Ask Google AI Overview: "[entity] + topic" — are they mentioned?

CROSS-PLATFORM PRESENCE
[ ] LinkedIn profile complete and active?
[ ] Guest appearances on podcasts/webinars?
[ ] Published articles on third-party sites?
[ ] Conference speaking engagements listed?
[ ] Professional directory listings?

Entity Authority Score (Informal)

| Level | Description | Signals | |-------|-------------|---------| | 0 — Unknown | AI doesn't recognize the entity | No Knowledge Panel, no AI mentions | | 1 — Emerging | AI has partial information | Some mentions, no consistent identity | | 2 — Established | AI recognizes and can describe | Knowledge Panel exists, AI answers are accurate | | 3 — Authoritative | AI cites as a source | Consistently referenced in AI responses on topic | | 4 — Definitive | AI uses as primary reference | Top-of-mind entity for the topic domain |

Phase 2: Entity Establishment

For People (Experts, Consultants, Authors)

Minimum viable entity:

1. Consistent name across all platforms (exact same format)
2. One authoritative bio page on your own site with Person schema
3. LinkedIn profile matching the bio exactly
4. Wikidata entry with claims and references (if notable)
5. Google Knowledge Panel claimed via Google Search verification
6. Author bylines on published content with author schema

Entity-reinforcing actions:

• Publish on recognized third-party platforms (not just your blog)
• Get quoted as an expert in news articles (digital PR)
• Appear on podcasts — AI models digest audio transcripts
• Speak at conferences listed on structured event sites
• Create a consistent "About" statement used everywhere

For Organizations (Companies, Brands)

Minimum viable entity:

1. Google Business Profile complete and verified
2. Organization schema on website with sameAs to all official profiles
3. Wikidata entry with proper organizational claims
4. Consistent NAP (Name, Address, Phone) across directories
5. Brand search volume — actively build brand awareness outside search

For Products

Minimum viable entity:

1. Product schema on product pages
2. Reviews on authoritative sites — AI search heavily weights product reviews from trusted publishers
3. Comparison content mentioning the product alongside known competitors
4. Third-party validation — awards, certifications, expert reviews

"Product review pages on authoritative publishers are MORE valuable now than before AI search. AI Overviews synthesize reviews — if you're not in the review set, you don't exist." — Lily Ray

Phase 3: Cross-Platform Authority

AI models don't just crawl your website. They learn from the entire web. Cross-platform content is structural, not optional.

Platform Priority Matrix

| Platform | Entity Signal Strength | Why | |----------|----------------------|-----| | LinkedIn | High | Professional identity, endorsements, content | | Podcast appearances | High | AI transcription creates entity co-occurrence | | Guest articles | High | Third-party validation of expertise | | Conference talks | Medium-High | Listed on event sites, referenced in recaps | | YouTube | Medium | Transcripts + visual identity | | Twitter/X | Medium | Real-time expertise signals | | Reddit (as expert) | Medium | Cited by Perplexity frequently | | Professional directories | Low-Medium | Structured entity data |

The Cross-Platform Consistency Rule

Every platform should reinforce the same entity identity:

• Same name format (don't be "John Smith" on LinkedIn and "J. Smith PhD" on your site)
• Same expertise description (consistent topic association)
• Same profile photo (visual entity recognition)
• Cross-linking — every profile links to the canonical entity page

Phase 4: Content Strategy for Entity Authority

Entity-Reinforcing Content Types

| Content Type | Entity Signal | Example | |-------------|--------------|---------| | Original research | Strongest — unique data creates citation necessity | "Our analysis of 10,000 campaigns shows..." | | Expert interviews | Strong — entity co-occurrence with recognized experts | "I spoke with [Expert] about..." | | Case studies | Strong — first-hand experience signal | "Here'