# Entity-Based Indexing: The Backbone of GEO

## From Strings to Things

In the past, search engines matched "strings" of text (keywords). Today, AI and modern search engines understand "things" (entities). **Entity-Based Indexing** is the method by which search engines organize information based on distinct concepts—people, places, organizations, and ideas—rather than just keywords.

### What is an Entity?

An entity is any distinct, well-defined concept that can be identified by a search engine. For example, "Apple" is not just a word; it is an entity that can be:

* A fruit (Entity A)
* A technology company (Entity B)
* A record label (Entity C)

The **Knowledge Graph** disambiguates these meanings based on context.

## How AI Understands Context

Generative AI models (LLMs) rely heavily on entity relationships to generate accurate answers.

1. **Nodes and Edges**: Think of the web as a giant map. Entities are the "dots" (nodes), and the relationships between them are the "lines" (edges).
2. **Contextual Relevance**: If your content mentions "Jaguar" alongside "speed," "engine," and "luxury," the AI understands the entity is the *car*, not the *animal*.
3. **Authority Transfer**: If your brand (Entity) is frequently associated with "High-Performance Computing" (Topic Entity) on authoritative sites, the AI links your brand to that expertise.

## Optimizing for Entity-Based Indexing

### 1. Define Your Entities Clearly

Ensure your "About Us" page and Schema Markup clearly define *who* you are and *what* you do. Use the `sameAs` property in Schema to link your brand to its Wikipedia page, Crunchbase profile, or social media handles.

### 2. Build the Knowledge Graph

Create content that connects your brand entity to relevant topic entities.

* *Bad*: "We do good SEO."
* *Good*: "\[Brand Name] specializes in **Generative Engine Optimization (GEO)**, leveraging **Natural Language Processing (NLP)** strategies."

### 3. Consistent Naming (NAP+W)

Ensure your Name, Address, Phone, and Website (NAP+W) are consistent across the entire web. Inconsistencies confuse the Knowledge Graph and dilute your entity strength.

## FAQ: Entity Strategy

**Q: How do I check my brand's entity status?** A: You can use Google's Knowledge Graph API or tools like InLinks or TextRazor to see how machines interpret your content and identify entities.

**Q: Does keyword density still matter?** A: It matters less. "Term Frequency-Inverse Document Frequency" (TF-IDF) and semantic relevance are more important. Focus on covering the *topic* comprehensively rather than repeating a keyword.

**Q: Can a small brand become an entity?** A: Yes. By consistently publishing authoritative content and getting cited by other established entities (niche blogs, news sites), you can establish your place in the Knowledge Graph.

## References

* **Google Knowledge Graph API**: *Official Documentation* - <https://developers.google.com/knowledge-graph/>
* **Semrush**: *What are Entities in SEO?* - <https://www.semrush.com/blog/entity-seo/>
