Growth · GEO and AI visibility · 01
Entity and schema engineering
Entity and schema engineering makes an organization, its people and its services unambiguous to the systems that retrieve and cite sources: consistent names, stable identifiers, Organization, Person, Service, Article, FAQPage and DefinedTerm structured data on every page, sameAs links between profiles, and the same facts stated the same way everywhere the organization appears. It is needed when answer engines confuse the organization with another, describe it with outdated facts, or fail to connect its experts to its content; when structured data is absent or inconsistent; or when a GEO program is starting and the entity foundation has never been laid. The work produces an entity model with canonical facts, schema implemented and validated across the site, consistency across external profiles and directories, and the audit that keeps the entity coherent as the site grows.
Scope
What the review covers.
- Entity model: organization, people, services, locations and their canonical facts
- Structured data by page type, with stable identifiers and relationships
- sameAs and profile consistency: Google Business Profile, LinkedIn, Wikidata, Crunchbase, directories, associations
- Validation and error correction across the site
- Naming and fact consistency in page copy
- Quarterly entity consistency audit
Deliverables
What you receive.
| Deliverable | Form |
|---|---|
| Entity model | Canonical facts and relationships |
| Schema implementation | By template, validated |
| Profile consistency report | External profiles aligned, gaps listed |
| Quarterly audit | Drift found and corrected |
Prerequisites
What we need from you.
- The organization’s canonical facts: legal name, founding, addresses, people, services
- Access to the site build and to external profiles
- A decision on which experts are named and which profiles are official
Related
Where this sits.
By David Selakovic · Published 2026-10-16 · Revised 2026-10-16 · Reviewed every 180 days
Questions
Asked before engaging.
Is schema enough on its own?
No. Schema tells machines what a page is; consistency across the web tells them it is trustworthy. Both are needed, and the second is harder.
Which profiles matter most?
Those the engines already rely on for entity facts: business profiles, professional networks, knowledge bases and sector directories. The model lists them for your sector.
How does this relate to author profiles?
Author profiles are entities too. See Author and credential profiles.