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What if your site could be read like a map of meaning instead of a pile of keywords? Edd walks through a complete reframe of SEO around entities — the people, organisations, products, places, and ideas that define your niche — and shows how to turn that model into durable authority across search and AI.

We start with how modern search reads the web: extracting entities, resolving ambiguity, and linking to public knowledge bases that feed Google’s Knowledge Graph. From there, we break down why entities power rich SERP features like knowledge panels, featured snippets, and AI Overviews, and how consistency across your site, social profiles, and trusted publications raises Google’s confidence in your facts. You’ll also learn how large language models actually represent meaning with vectors, why hallucinations happen, and how grounding with retrieval augmented generation changes the authority game.

Then we get practical. Run a four-pillar entity audit (brand/products, people, services/concepts, audience interests), perform entity-based competitor analysis to surface gaps, and build topic clusters that deliver information gain through research, case studies, and expert commentary. Implement schema.org with JSON-LD using @id and sameAs to connect Organisation, Person, Product, and Service entities into a clean graph. Optimise writing for AI citations with clear headings, concise lists, factual claims with sources, and FAQs that mirror People Also Ask. Finally, project authority off-site with digital PR, consistent identities across key platforms, partnerships that create co-occurrence with respected brands, and expert sourcing on journalist platforms.

Subscribe, share with a colleague who’s still chasing keywords, and leave a review telling us which entity gap you’ll tackle first.

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"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
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