Entity SEO: a step by step audit
2026-09-07
An entity is a distinct, identifiable thing: a company, a product, a person, a place, a concept. A search engine resolves a query to entities and consults what it knows about them before it retrieves documents. If your entities are named three different ways, defined nowhere, and connected to nothing, you are hard to understand no matter how good your prose is. An entity audit checks four things.
Naming consistency
List the core entities your site is about: your product, your category, the key concepts, the main competitors. For each, check how it is referred to across the site. If your product appears as three slightly different names, a search engine may treat them as three weak entities instead of one strong one.
Pick one canonical name for each entity and use it consistently. Introduce alternatives once, then stick to the canonical form.
Definition and depth
Every central entity should be defined clearly on at least one page: what it is, what its attributes are, how it relates to adjacent entities. A concept that is central to your subject and only ever mentioned in passing is a gap.
The definition page does not have to be a glossary entry. It can be a section of a feature page or a guide. It just has to exist and be findable.
Relationships
State the relationships explicitly. Your product is a type of X. It competes with Y and Z. It is used by people in role R. It integrates with tool T. Each of these is a fact a knowledge graph can store, and each is easier to pick up when it is stated plainly rather than implied.
Internal links reinforce relationships. Linking your product page to the pages for the concepts it depends on, with anchor text that names those concepts, makes the connection machine-readable.
Structured data
Back the important entities with schema: Organisation and Person markup with sameAs links, Product markup with identifiers, consistent Article authorship. This is the layer that connects your on-site entities to their canonical identities elsewhere.
Semantyra extracts the entities from every page, measures how central and how thinly covered each is, and flags the ones a credible source in your field would define and yours does not.
The takeaway
Audit entities on four axes: are they named consistently, defined clearly somewhere, connected to adjacent entities in plain language and internal links, and reinforced with structured data. Fix naming first, then definitions, then relationships.
Related
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