Search Engine Optimisation (SEO) has changed. In the past, targeting keywords and optimising meta tags were enough. Today, search engines like Google have become much more intelligent. They focus on entities, which include people, places, things, events and brands.
Your brand must be easily discoverable by both search engines and users. To achieve this, you need to establish a strong brand entity. This is the key to securing a prominent position in search results.
What is a brand entity?
In SEO, a brand entity represents your brand’s digital footprint, including your website, social media profiles, business listings and other online assets. It is how search engines, especially Google, perceive and establish connections with your brand across the web. This, in turn, influences search results and user experiences.

Why does a strong brand entity matter?
A robust brand entity significantly impacts your brand’s online visibility. Here is why it matters:
- Search engine friendliness: Search engines rely on understanding the context and relevance of a brand. A well-established brand entity helps search engines connect the dots, leading to better rankings.
- User trust: Users are more likely to trust brands that appear authoritative and well-connected across the web. A strong brand entity enhances user trust and engagement.
- Visibility in SERPs: Google uses the Knowledge Graph to recommend brands to users. A solid brand entity ensures that your brand is recommended across Google services, including search, shopping, maps and more.
Steps to establish your brand entity
1. Create a clear brand bio
Start by defining a concise brand bio. It should answer the fundamental questions: Who is your brand, and what does it stand for?
Brand name: Ensure consistent usage of your brand name in all contexts. Be mindful of spacing, capitalisation and any variations.
Positioning: Clearly articulate your brand’s positioning. Avoid generic marketing jargon and focus on what sets your brand apart.
Unique Selling Proposition (USP): Identify the most persuasive reason why users should choose your brand.
A well-defined brand bio provides search engines with the necessary information to understand your brand better.
2. Use comprehensive schema markup
To reinforce your brand’s attributes, make use of schema markup, which is structured data that helps search engines identify key information about your brand. Extend beyond the basics recommended by Google, including:
Employee data: Specify individuals as employees of your company.
Awards and memberships: Highlight any awards or memberships your brand has earned.
Parent companies or founders: If relevant, make these connections explicit.
“Same as” markup: Link your brand assets, including your Google business profile, Wikipedia page and directory listings.
Comprehensive schema markup strengthens the accuracy of your brand’s information in the eyes of search engines.
3. Create meaningful connections
To solidify your brand entity’s presence, make meaningful connections across the digital landscape:
Social media profiles: Ensure your brand bio and positioning align on all social media profiles.
Directory listings: Claim your business listings on industry directories to establish legitimacy.
Wikipedia or Wikidata: If eligible, create or enhance your brand’s Wikipedia presence.
Ranking and review sites: Maintain a consistent brand positioning on such sites.
Google Business Profile: Optimise your Google Business Profile in the Publisher Center or Merchant Center.
Expand formats: Broaden your content formats by engaging in apps, podcasts, videos or other media.
Industry authority: Join relevant organisations, seek awards, host events, publish reports or get your CEO interviewed. All these actions contribute to your brand’s authority.
The goal is to ensure that every connection supports what you have defined about your brand, building Google’s confidence in your brand’s knowledge.

Claim and curate your knowledge panel
As your brand entity becomes more established, it may be featured in Google’s Knowledge Panel. Claim and curate this panel to maintain its accuracy and relevance. Confirm your status by visiting the Knowledge Graph API to ensure that Google recognises your brand entity. This step is essential for maintaining trust and consistency in your brand’s online presence.
Dominate SEO with a strong brand entity
With these steps, you will be well on your way to establishing a strong brand entity for SEO. A well-connected brand entity not only enhances your brand’s search engine visibility but also builds trust with users.
Ranking first in search engines is an ongoing process. Stay proactive, consistently refine your brand entity, keep pace with search engine updates and continue building meaningful connections. Optimising your brand entity will keep you at the forefront of SEO.
