# What is entity optimization?

> The plain-English definition and the three pieces that do most of the work: schema, sameAs links and a consistent name, address and phone.

Updated September 24, 2026 · AI Syndicate team · https://www.aisyndicate.com/glossary/entity-optimization/

**Quick answer:** **Entity optimization** is making it unmistakable to search engines and AI exactly who your business is. An *entity* is one specific thing — your company, not a similar name. The main tools are Organization or LocalBusiness structured data, **sameAs** links to your official profiles, and the same name, address and phone number everywhere.

## Why does entity optimization matter for AI search?

In our experience, AI answers draw on facts from many pages. If those pages disagree about your name, address or what you do — or if another business has a similar name — the machine has to guess. Guesses can produce wrong answers.

A real example from our own site: AI Syndicate at aisyndicate.com is not the unrelated company AI Syndicate, Inc. at aisyndicate.io. We say so in our [llms.txt](/blog/what-is-llms-txt/), our [agents.md](/glossary/agents-md/) and our [entity page](/who-is-ai-syndicate/), because a mix-up there would put the wrong company in answers about us.

## How do I do entity optimization?

1. **Add Organization or LocalBusiness structured data.** Structured data is code (usually JSON-LD) that labels facts for machines. Schema.org defines [LocalBusiness](https://schema.org/LocalBusiness) as "a particular physical business or branch of an organization" — a restaurant, a bank branch, a medical practice. Google says [Organization markup](https://developers.google.com/search/docs/appearance/structured-data/organization) helps it understand your administrative details and "disambiguate your organization in search results." It has no required properties; put it on your home page or about page.
2. **Fill in the local basics.** For [local business markup](https://developers.google.com/search/docs/appearance/structured-data/local-business), Google requires `name` and `address`, and recommends `telephone`, `url`, opening hours and `geo` coordinates.
3. **Add sameAs links.** Schema.org defines [sameAs](https://schema.org/sameAs) as the URL of a page that "unambiguously indicates the item's identity," such as a Wikipedia page, Wikidata entry or official website. Google suggests social and review profiles.
4. **Keep NAP consistent.** NAP means name, address, phone. Use the exact same version on your site, Google Business Profile, directories and social profiles.
5. **Match the page.** Google says structured data should match the visible text on the page. [Google Search Central](https://developers.google.com/search/docs/appearance/ai-features)

> **Be honest about the limits.** Google says no special schema is needed to appear in AI Overviews or AI Mode. Entity work helps machines understand and connect facts about you; it is not a switch that puts you in answers.

## How do I check my entity signals?

Ask AI engines who you are and what you do, and look for mix-ups, old addresses or a wrong phone number. Our free [AI Access](/ai-access/) score checks entity clarity, including name, address and phone consistency, alongside structured data and crawler access.

## FAQ

### Organization or LocalBusiness — which should I use?

Use LocalBusiness (or a more specific type, like Dentist) for a place customers visit. Use Organization for a company without a public storefront. Schema.org lists LocalBusiness as a kind of Organization.

### What should go in sameAs?

Official profiles that clearly are you: your Wikipedia or Wikidata entry if you have one, LinkedIn, and main social and review profiles.

### Does entity optimization replace SEO?

No. It is part of good SEO. It makes sure that when an engine does find you, it knows exactly which business it has found.

## Sources

1. [LocalBusiness](https://schema.org/LocalBusiness) — Schema.org. Read Sep 24, 2026.
2. [sameAs](https://schema.org/sameAs) — Schema.org. Read Sep 24, 2026.
3. [Organization structured data](https://developers.google.com/search/docs/appearance/structured-data/organization) — Google Search Central. Read Sep 24, 2026.
4. [Local business structured data](https://developers.google.com/search/docs/appearance/structured-data/local-business) — Google Search Central. Read Sep 24, 2026.
5. [AI features and your website](https://developers.google.com/search/docs/appearance/ai-features) — Google Search Central. Read Sep 24, 2026.