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Entity

Entity measures whether AI models know your brand as a real-world entity. It separates foundation signals, training-data understanding, and live web search uplift.
Entity understanding visual with foundation, training data, and web search layers feeding an entity score
Entity understanding is part of brand health and is available on Growth, Professional, and Enterprise plans.

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The three layers

Foundation

Structured identity signals such as brand name, domain, schema, and known profile data.

Training data

What models appear to know before live browsing or retrieval changes the answer.

Web search

How live sources change or improve the brand answer.

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Why it matters

If models do not understand the brand as an entity, prompt and shopping performance can be unstable. Entity gaps often show up as:
  • Incorrect or incomplete brand descriptions
  • Confusion with similarly named companies
  • Weak association with the right category
  • High dependence on live search to answer basic brand questions
  • Provisional or low-confidence reconciliation

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How to use the page

1

Read the entity score

Start with the headline score and search uplift to see whether live search materially improves the answer.
2

Inspect layer breakdowns

Check foundation, training data, and web search separately. Each layer points to a different fix.
3

Filter by provider

Provider-specific issues can reveal whether a model knows the brand or relies on retrieval.
4

Use run history

Compare historical snapshots to see whether entity understanding is improving after content and structured-data work.
5

Open prompt diagnostics

Use the prompt inspector when a layer needs evidence.

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Fix paths

Improve structured brand signals: website schema, consistent names, organization data, social profiles, and canonical domains.
Increase durable public references and clear category association. This may take longer to influence models.
Live search is doing most of the work. That can be good, but it also means source quality and freshness matter heavily.
AI may have found a likely match but not enough evidence to strongly confirm it. Check naming ambiguity and entity source consistency.