Entity Understanding
The Foundational Question
"Does AI know WHO you are?"
Entity analyzes whether your business has a clear, stable, consistent identity across the digital ecosystem.
What Entity Measures
| Measurement | Description |
|---|---|
| Stability Score | How coherent your identity is across sources |
| Canonical Identity | The "ground truth" identity computed from all sources |
| Conflict Detection | Where sources disagree about your identity |
| Propagation Status | Whether AI platforms correctly know your identity |
| Trust Signals | Which authoritative sources anchor your identity |
Why Entity Matters
If your entity is NOT stable, AI cannot trust you:
- AI will be uncertain which business you are
- AI will misclassify your category
- AI will conflate you with duplicates or competitors
- AI will use outdated or incorrect information
- AI will hedge answers rather than recommend confidently
- AI will choose competitors when uncertain
Entity is the ontology layer — the "WHO are you?" foundation.
Entity Dimensions
Entity evaluates six core identity dimensions:
| Dimension | What It Measures |
|---|---|
| Name | Is your business name consistent everywhere? |
| Address | Is your location consistent and correctly geocoded? |
| Phone | Is your primary phone number consistent? |
| Website | Is your official website consistently linked? |
| Category | Is your business type/category consistent? |
| Geo Location | Do coordinates agree across sources? |
Key Insight
Entity shows the foundation — whether your identity is solid enough for AI to build upon. A fragmented entity undermines everything else.