What is an entity in AI search?

A thing an engine can identify unambiguously, such as a company, a person or a product, with facts attached that it trusts.

Engines reason about entities, not keywords. If a brand's name, category and claims are inconsistent across its site and the sources that mention it, an engine cannot be sure what it is, and an entity it is unsure of is rarely recommended.

Entity work means one consistent description everywhere, structured data that says the same thing, and third-party sources that confirm it.

See it at work

• Voice, entity, topic authority
• The AI search guide

Other terms: Recommendation funnel · Third-party citation