Chapter 4 · Entities and Knowledge Graph
A guide by Roberto Serra
Vertical & Local Entities
The deep dives in this section of the “Entities and Knowledge Graph” chapter.
A guide by Roberto Serra
8
Deep dives
Chapter 4 · Entities and Knowledge Graph
Continue with the deep dives
40 deep dives across the 5 sections of the chapter.
4.1
Entity Confidence Testing: reading the AI’s language to understand how much it trusts your brand
Your brand exists in four parallel versions (and you don’t know it)
Entity Decay: Why AI Stops Citing You (and How to Get Back Into Answers)
Entity recovery after a reputation crisis: how to clean up your entity in the Knowledge Graph
Periodic Entity Audit: Why Your Data Ages Even When You Don’t Notice
AI Response Monitoring for Entities: how to find out if AI tells your brand’s story with the right data
Knowledge Graph Poisoning Prevention: how to protect your entity from false information that AI takes as true
Training Data Lifecycle: why corrections to your site don’t reach the AI right away
4.2
Entity disambiguation: when AI confuses your brand with a namesake
Entity salience: why being named once is like never being named at all
Your brand shows up in AI answers, but classified as what?
Entity Linking: why 50 mentions of your brand are worth zero if the AI doesn’t connect them
When the AI stops understanding that “we” means you: the coreference problem
Are your brand in Italian and in English the same entity to AI? Probably not
New brand invisible in AI answers: how to speed up recognition
Named Entity Recognition: how AI decides whether your brand is “someone” or just text
4.3
AI doesn’t cite you in isolation: it cites you within a network of relationships
Competitor Entity Graph: why AI always cites the same 4-5 brands in your industry
Entity-place association: why Perplexity knows who to recommend in Sardinia (and you maybe don’t)
Industry Vertical Classification: the category that makes you visible (or invisible) in AI answers
Supply Chain Entity Mapping: how partners tell AI who you are
Speaking at events: why every conference is an authority node for AI
Alumni & Affiliation Network: your institutional connections in the AI graph
Client Portfolio as Entity Network: why your clients are nodes that strengthen you
4.4
Entering Google’s Knowledge Graph: why without it you’re just text to Gemini
Wikidata as semantic backbone: the entry that makes your brand exist for AI
Complete Organization schema: the machine-readable ID card of your brand
sameAs: the glue that holds your identity together for AI
Your brand’s tax code in the AI ecosystem
When AI finds three different versions of your company, it stops recommending you
Rich Entity Attributes: why AI cites only “fat” entities in detail
Product Entity vs Brand Entity: why AI can know your name without knowing what you sell
4.5
Google Business Profile as the primary entity: why AI looks there before your website
NAP Consistency: why AI sends clients to the wrong number
Who is the Cagliari dentist according to ChatGPT? The answer depends on your city’s Knowledge Graph
Why AI Recommends Generalist Blogs Instead of Your Medical Practice (and How to Turn It Around)
Franchises and multi-location: why AI doesn’t add up the authority of your locations
Professional Registry Entity: why the professional register is your proof of existence for AI
Vertical industry directories: why AI pulls its recommendations from there
Product/Service Schema for Transactional Queries
