Entity
A distinct person, organization, product, place, or concept that search engines and AI systems track as a single, connected identity.
An entity is not a keyword or a page, it is the underlying thing a keyword or page refers to: an organization, a person, a product, a place, or a concept. Modern search engines and AI systems organize the web around entities and the relationships between them, rather than strings of matching text.
A well-defined entity has a clear, consistent description and explicit, structured relationships to other entities.
Example
"Signal Architect Group" is an entity. Its relationships include the people who founded it, the frameworks it publishes, and the other properties in the Digital Karma portfolio it connects to.
Nuance
Entity ambiguity, sharing a name or category with something else without disambiguation, is one of the most common reasons a brand is left out of AI-generated answers.