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entity-seo.md

entity-seo.md 6.3 KB
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Entity SEO — Wikidata, Knowledge Graph, sameAs

Why this matters: every major AI engine (ChatGPT, Claude, Gemini, Perplexity, Apple Intelligence) grounds factual claims against Wikidata. A business without a clean entity footprint is effectively invisible to AI grounding pipelines, regardless of on-site SEO.

The entity identity stack

Think of your entity as having five layers, from strongest to weakest identity signal:

  1. Wikidata QID — globally unique, machine-readable identifier.
  2. Wikipedia article — human-readable notability signal.
  3. Google Knowledge Panel — surfaced directly in Google results.
  4. Authoritative third-party IDs — Crunchbase, Bloomberg, SIRENE (FR), Companies House (UK), OpenCorporates.
  5. Social + directory profiles — LinkedIn, Facebook, PagesJaunes, industry directories.

Each layer reinforces the ones below. Wikidata is the most leveraged because it's structured, open, and explicitly consumed by LLMs.

Audit checklist

Does the entity have a Wikidata QID?

Search: https://www.wikidata.org/wiki/Special:Search — by name + city.

If found:

  • Record QID (format Q + number, e.g. Q12345678)
  • Verify: official website property (P856) points to the current domain
  • Verify: VAT (P3608), SIRET (P3893), category (P31) are correct

If NOT found:

  • For businesses meeting Wikidata notability: creation is possible (requires verifiable third-party sources)
  • For non-notable businesses: skip Wikidata, focus on other identity layers
  • Flag in SEO.md §11 as user action (Wikidata requires human judgement
    • source citations)

Does the entity have a Wikipedia article?

  • Search by exact business name. If found and matches: record URL.
  • If not found: flag as long-term goal (long-term — notability bar is high).

Is there a Google Knowledge Panel?

Search Google: exact business name. Look for the right-side panel.

  • Present + claimed → verify info is correct
  • Present + unclaimed → user action: claim via https://www.google.com/business/
  • Absent → Knowledge Panels are generated automatically when entity signals are strong enough (GMB + Wikidata + consistent citations)

Is sameAs complete in on-site JSON-LD?

The sameAs property is how you declare "these external URLs represent the same entity as this page". It's the single most impactful entity signal after Wikidata.

Minimum recommended sameAs for a local business:

"sameAs": [
  "https://www.wikidata.org/wiki/Q123456789",  // if exists
  "https://www.linkedin.com/company/name",
  "https://www.facebook.com/businessname",
  "https://www.instagram.com/businessname",
  "https://www.pagesjaunes.fr/pros/12345",     // FR
  "https://fr.wikipedia.org/wiki/Nom_Entreprise" // if exists
]

For a SaaS / international brand, add:

"https://www.crunchbase.com/organization/name",
"https://github.com/organization",
"https://www.g2.com/products/name",
"https://www.producthunt.com/products/name"

For a Person (author, founder):

"sameAs": [
  "https://www.wikidata.org/wiki/Q987654321",
  "https://www.linkedin.com/in/name",
  "https://twitter.com/name",
  "https://github.com/name",
  "https://scholar.google.com/citations?user=XYZ", // academics
  "https://orcid.org/0000-0000-0000-0000"          // academics
]

Is @id used consistently?

Across all JSON-LD blocks on the site, the same entity MUST use the same @id. Pattern: https://example.com/#org for the organization, https://example.com/about#author-{slug} for people.

Split across multiple pages? Use @id with fragment identifiers to tie them back to one canonical entity node.

The Wikidata playbook for businesses

Not every business qualifies for Wikidata. Criteria (simplified):

  • Multiple independent third-party sources (press articles, books, academic papers) covering the entity.
  • Some form of public notability (not just "we exist").

If qualified, the creation workflow:

  1. Create Wikidata account.
  2. Use "Create a new item" → name, label, description.
  3. Add statements with sources:
    • instance of (P31) → enterprise (Q6881511) or more specific
    • country (P17) → France (Q142)
    • headquarters location (P159) → city QID
    • official website (P856) → domain URL
    • inception (P571) → founding date
    • industry (P452) → industry QID
    • SIRET (P3893) → SIRET number (FR)
    • VAT number (P3608) → VAT ID
  4. Each statement must cite a reference (URL of press article, official registry, etc.).
  5. Wait for community review. Items without sources get merged or deleted.

This is labor-intensive and failure-prone for non-notable entities. Do NOT invent sources. Better to skip Wikidata than create a deletable item.

Automation options (for SEO.md §11)

  • Kalicube — paid service specialised in Knowledge Panel + Wikidata optimization for businesses and executives.
  • Entity.ai / InLinks — tools that help structure entity signals on-site + track Knowledge Panel status.
  • WordLift — WordPress/plugin with Wikidata linking + Schema.org graph generation.
  • Yext Knowledge Graph — enterprise platform syncing entity data across 200+ directories.
  • BrightLocal / Moz Local / Uberall — focus on local citations
    • directory sync (not Wikidata-specific).

For Wikidata specifically: no full-automation tool is reliable because it requires sourced statements. Human curation is the bottleneck.

Common mistakes

  • Fake Wikidata entries — flagged and deleted by community, damages reputation.
  • sameAs pointing to dead profiles — validate each URL resolves.
  • Inconsistent entity names across platforms ("Dupont Plomberie" vs "Plomberie Dupont" vs "DUPONT PLOMBERIE SAS") — pick one, apply everywhere.
  • Missing VAT/SIREN on Organization schema — easy credibility signal, often forgotten.
  • Treating @id as a URL that must resolve — @id is an identifier, not a mandatory-resolvable URL (though resolvable is better).

Verification tools