GEO
Entity-Based SEO for GEO
By ChatLooker Team · Updated 2026-06-20
Entity-based SEO is the practice of making your brand, products, and category relationships machine-readable and consistently represented across the web. For B2B SaaS GEO, entity clarity is the foundation — AI engines do not recommend brands they cannot confidently associate with a category. Without entity work, comparison content and prompt monitoring treat symptoms instead of causes.
Entities are the nodes in knowledge graphs: your company, your product, your category, your competitors, your integrations. GEO succeeds when those nodes are linked unambiguously in structured data, on-page copy, and third-party citations.
What is an entity in SEO and GEO context?
An entity is a distinct, identifiable thing — a brand, product, person, or category — that search engines and LLMs map to a stable concept. "Salesforce" is an entity. "CRM software" is an entity. The relationship "Salesforce → instance of → CRM software" is what models use when a buyer asks for CRM recommendations.
Entities vs. keywords
Keywords are strings users type. Entities are the concepts behind those strings. GEO and modern SEO both shift investment from keyword density toward entity coverage — ensuring your brand is a recognized member of the right category entity with the right attribute entities (pricing tier, deployment model, compliance certifications).
Why LLMs depend on entities
Large language models build internal representations of entities from co-occurrence patterns in training text. "Brand X" appearing repeatedly near "revenue intelligence" strengthens the association. Ambiguous names ("Wave," "Bolt," "Canvas") require disambiguation through consistent modifiers and structured identifiers. Entity markup conventions reference Google SEO starter guide and Schema.org documentation.
How does schema markup support GEO?
Schema.org markup on your site gives crawlers and retrieval systems explicit entity declarations rather than inferred ones.
High-priority schema types for SaaS
| Schema type | Purpose |
|---|---|
| Organization | Identifies your company entity |
| SoftwareApplication | Links product to category and features |
| Product | Supports comparison and pricing entities |
| FAQPage | Structures Q&A for answer extraction |
| Article | Marks thought leadership and guides |
Implement JSON-LD in page heads. Validate with Google's Rich Results Test and monitor Search Console enhancement reports.
sameAs and identifier properties
Use sameAs to link your Organization entity to LinkedIn, Crunchbase, G2, and Wikipedia profiles. Consistent URLs across properties reinforce entity resolution — the process by which systems determine that "Acme Corp" on your site equals "Acme Corp" on G2.
How do knowledge graphs influence AI recommendations?
Google's Knowledge Graph, Wikidata, and proprietary graphs inside answer engines connect entities across sources. Brands with strong graph presence — multiple corroborating mentions with consistent attributes — resolve more reliably in AI answers.
Corroboration principle
A single page claiming "we are a leader in X category" is weak. The same claim appearing on your site, a G2 category page, an analyst report, and a Wikipedia entry is strong. AI systems weight convergent entity signals across independent sources.
Category membership edges
GEO requires explicit category edges: your product → member of → [category entity]. Publish category language in titles, H1s, meta descriptions, and schema applicationCategory fields. Avoid vague positioning ("all-in-one platform") that fails to attach to buyer-used category terms.
What off-site entity signals matter for B2B SaaS?
On-site schema alone is insufficient. Third-party entity reinforcement drives both SEO authority and GEO mention rate.
Review and directory platforms
G2, Capterra, TrustRadius, and Gartner Peer Insights create structured product entities with category taxonomies. Complete profiles with accurate category placement, feature lists, and refreshed screenshots.
Press and analyst coverage
Media mentions that pair your brand with category terms in the headline or lede build training-data associations. Analyst reports (Gartner Magic Quadrant, Forrester Wave) are high-weight entity anchors.
Integration marketplaces
Listing on Salesforce AppExchange, HubSpot Marketplace, or similar platforms creates entity edges between your product and ecosystem parents — useful for prompts like "tools that integrate with Salesforce."
How should SaaS teams audit entity health?
Run a quarterly entity audit alongside GEO prompt monitoring. The GEO guide covers how entity gaps surface in AI visibility checks; this audit addresses root causes.
On-site checklist
- Organization and SoftwareApplication schema on homepage and product pages
- Consistent legal name and brand name usage
- Category terms in title tags and H1s on pillar pages
- FAQ schema on support and product FAQ pages
Off-site checklist
- G2/Capterra category placement matches positioning
- Crunchbase and LinkedIn company descriptions align
- Wikipedia or Wikidata entry if notability criteria are met
- Press coverage uses correct category framing
Ambiguity check
Search your brand name in ChatGPT and Perplexity without category context. If the model confuses you with a different company, prioritize disambiguation in schema, Wikipedia, and on-page copy.
FAQ
Q: My brand ranks on Google but not in ChatGPT — is that an entity problem?
A: Often yes. Google may rank a URL while the model weakly associates your brand with the category entity. Audit schema, naming consistency, G2 category placement, and comparison pages that tie your product to buyer prompts.
Q: Is entity SEO only for large SaaS companies?
A: No. Challenger brands benefit most — entity clarity helps models distinguish you from incumbents and ambiguous names early in category entry.
Q: Does entity work replace content marketing for GEO?
A: No. Entities provide the graph; content provides retrieval fuel. You need both structured identity and extractable comparison content.
Q: How long before entity improvements affect AI mentions?
A: Retrieval-dependent engines may shift in weeks after new indexed content. Training-data association changes are slower — plan for a multi-month horizon.
Q: Should every page have schema markup?
A: Prioritize homepage, product, pricing, comparison, and FAQ pages. Blog posts benefit from Article schema; avoid markup spam on low-value pages.
Key Takeaways
- Entity-based SEO gives AI engines unambiguous brand-category relationships.
- Schema markup, sameAs links, and consistent naming are on-site priorities.
- Off-site corroboration on G2, press, and analyst platforms reinforces entity edges.
- Ambiguous brand names require active disambiguation in schema and copy.
- Entity audits should run quarterly alongside GEO prompt monitoring.
- Entities are the foundation; comparison content and citations build on top.