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06Module
How AI understands entities (brands, people, products) and why your presence in knowledge graphs matters for AI visibility.
Available3 lessons21 min
Entity optimization is the work of making a system able to identify what your brand name refers to, place it in the category buyers actually ask about, and relate it to the things it competes and works with. Most of what you can do yourself is consolidation: one canonical name, the category in the words it is already known by, and relationships stated in sentences rather than implied. Category association itself is built mostly from what other people write about you, which makes it off-site work, and it does not transfer between languages.
This module covers the layer underneath everything else in the course. Before a system can retrieve your pages, rank them or quote them, it has to decide which thing your name refers to, what category that thing belongs in, and what it sits next to. Those decisions are made largely from what a model already holds rather than from your website, which makes this the slowest layer to move and the most expensive one to have ignored.
The three lessons separate what you can fix on your own pages from what you cannot, because confusing the two is the most common way teams spend a quarter on work that could not have changed the outcome.