Entity

A person, brand or concept a search engine recognises as a distinct thing rather than a keyword string.

Your entity is assembled from everything written about you: your site, directories, profiles, press, and old pages you forgot existed.

Cleaning it up is unglamorous — consistent name, address, founding year, category — and it is usually the first GEO task with a measurable effect.

A model can only attribute a claim to a brand it can identify without ambiguity. Contradictions quietly cost citations.