Entities in AI search
AI answer engines such as Google AI Overviews, AI Mode, ChatGPT search and Copilot retrieve web pages before generating an answer, so they must work out which entity a question refers to and which sources describe it reliably. Google says no special optimization is needed beyond SEO best practices; in practice, clear entity data (one authoritative page, consistent facts, matching structured data and third-party corroboration) makes accurate answers about you more likely.
How do answer engines use entities?
Answer engines ground responses in retrieved content. Google says its AI features use grounding and query fan-out over its Search index,[1] and Bing says the same crawling, indexing and ranking foundation supports Copilot grounding.[2] Officially documented Resolving the entity in a question (“Local Blitz”, “Simon White SEO”) is part of retrieving the right pages. How each engine does this is not published in detail. Practitioner practice
What do the engines document?
| Engine | Relevant guidance |
|---|---|
| Google AI Overviews and AI Mode | SEO best practices apply; no special schema; structured data should match visible text; keep Business Profile current[3] |
| Microsoft Copilot and Bing | Structured data may support clearer grounding; content should state facts explicitly[2] |
AEO.wiki covers each engine: Google, ChatGPT search, Copilot and Bing, Perplexity.
What goes wrong without clear entity data?
- Facts from a same-named business blended into your answer.
- Outdated addresses or leaders repeated from old directories.
- Your brand omitted from “best X near me” style answers because sources do not connect you to the category or place.
These are commonly reported patterns, not documented engine behaviour. Practitioner practice
What should you do?
- Get the SEO foundation right: crawlable, indexed, fast pages.
- Maintain one entity home with explicit facts.
- Match structured data to visible text.[3]
- Keep profiles and citations consistent (NAP, sameAs).
- Earn mentions on trusted third-party sites (third-party presence).
- Ask AI assistants about your entity monthly and log errors (measuring AI visibility).
Frequently asked questions
Do AI answer engines use the Google Knowledge Graph?
Google has not documented exactly how its AI features use the Knowledge Graph. It says they ground answers in its Search index and that SEO best practices apply.
Can I correct what ChatGPT says about my business?
Fix the sources it is likely to retrieve (your site, profiles, directories, press) and check again. There is no general correction form for web answers.
Is entity SEO the same as AEO?
No. Entity SEO is one part of the foundation that AEO builds on, alongside crawlability, content structure and third-party presence.
See also
References
Pages accessed September 29, 2026 unless a date is given. See all sources and our editorial policy.
- ^ "Optimizing your website for generative AI features on Google Search". Google Search Central. Added May 15, 2026; last updated July 10, 2026.
- ^ "Bing Webmaster Guidelines". Microsoft Bing Webmaster Tools.
- ^ "AI features and your website". Google Search Central. Last updated December 10, 2025.