The Entity Checklist That Decides Whether Machines Know Who You Are
Nine things to fix so search engines and models resolve your brand to the right company.
Read: The Entity Checklist That Decides Whether Machines Know Who You AreSemantics
Search stopped matching strings a long time ago. These pieces are about what it matches instead, and how to write for a system that is trying to work out what a page is about.
What is semantic SEO?
It is writing and structuring content around a subject and its related concepts rather than around a phrase, so a search engine can tell what the page is about and how it relates to everything else you publish. In practice it means covering a topic completely enough to answer the follow-up questions, naming things consistently, and making the relationships between your pages explicit.
Written on Semantics
How we think about this
The practical test is whether a stranger reading one of your pages could say what your organisation does, what this page covers, and where it sits in relation to your other pages. If they cannot, a retrieval system will not either, and no amount of keyword placement fixes it. Consistency is doing most of the work: one name for each thing, used the same way everywhere, is worth more than a thesaurus of variations.
Entity resolution is the part teams underestimate. An entity is a thing a search engine holds a record about, and until your organisation is one, every mention of your name is ambiguous. Getting resolved is unglamorous work: the same name, address and description in the same form across the places that get read, and a home page that says plainly what you are.
The work behind these pieces
Where this subject turns into something we are paid to do.
Entity and Semantic SEO
Build topical authority and a resolvable brand entity with knowledge graph work, schema, internal linking and topic clusters. Ask for an entity audit.
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Get cited inside ChatGPT, Gemini, Perplexity and AI Overviews. GEO strategy, content restructuring, entity work and prompt tracking. Book a review.
Read the service pageTechnical SEO
Fix crawl waste, index bloat, rendering gaps and Core Web Vitals at template level. Technical SEO audits with a prioritised, developer-ready fix list.
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