SEO work that clarifies the identities of important things and the factual relationships between them in website content and structured data.
Entity SEO is a descriptive industry term for making meaning and identity clearer. It can include explaining an organization’s role, distinguishing similarly named products and connecting relevant people or services through accurate content. It is not a separate guaranteed ranking system or a substitute for useful, accessible pages.
Start with questions a customer could reasonably have. Who operates this service? Which company makes this product? Does the author have a stated role? Resolve confusion in the visible page first. Add appropriate structured data when it accurately represents the same information, rather than inserting claims that customers cannot verify.
Google documents Organization markup as a way to help understand and distinguish an organization. That supports a careful identity-focused practice, not promises that a schema checklist creates a knowledge panel, a new ranking signal or automatic inclusion in AI answers.
Takeaway: Prioritize accurate business identity and useful relationships. The content should make sense to a customer even if the structured data is removed.
Example
A repair company sells equipment from several manufacturers. It distinguishes its own service business from the brands it repairs, explaining those relationships rather than marking every manufacturer profile as another identity of the company.
What to check
Keep a short factual record of official names, URLs and genuine relationships. Review it after a rebrand, acquisition or product change, and test markup against the applicable documentation.
For more detail, see Google: Organization structured data.