Entity SEO: connect your brand to the Knowledge Graph with sameAs and Wikidata
By Anis Harbaoui, SEO specialist
Entity SEO is the work of making search engines recognise your brand, products and people as distinct entities and connect them to what they already know. It relies on consistent identity data, structured data properties such as sameAs, about and mentions, and corroboration from independent sources.
- Consistency across your site and profiles matters more than any single tag.
sameAssays “this is the same entity as”; use it only for your own profiles.aboutandmentionssay what a page is about; link them to Wikidata.- Independent coverage is what finally turns a brand into a recognised entity.
What is an entity in SEO?
An entity is a thing that can be uniquely identified: a person, organization, product, place or concept. Google stores entities and their relationships in its Knowledge Graph. When your brand is a recognised entity, Google can show a Knowledge Panel, understand queries that mention you and attribute your content correctly.
The three structured data properties that matter
| Property | Meaning | Use it for |
|---|---|---|
sameAs | “This entity is the same as the one described at…” | Your Organization or Person: LinkedIn, GitHub, WordPress.org, Wikidata |
about | “This page is mainly about…” | The main topic entity of an article, linked to Wikidata |
mentions | “This page also refers to…” | Secondary entities discussed on the page |
{
"@type": "Article",
"headline": "What is schema markup?",
"about": { "@type": "Thing", "name": "Schema.org",
"sameAs": "https://www.wikidata.org/wiki/Q3475322" },
"mentions": [
{ "@type": "Thing", "name": "JSON-LD",
"sameAs": "https://www.wikidata.org/wiki/Q6108942" },
{ "@type": "Thing", "name": "WordPress",
"sameAs": "https://www.wikidata.org/wiki/Q13166" } ]
}How to find the right Wikidata ID
- Search the concept on wikidata.org.
- Open the item and check its description and “instance of” statement to be sure it is the right concept.
- Copy the URL in the form
https://www.wikidata.org/wiki/Q…. - Prefer Wikidata over Wikipedia URLs: Q-IDs are language-independent and stable.
| Concept | Wikidata ID |
|---|---|
| Search engine optimization | Q180711 |
| WordPress | Q13166 |
| Schema.org | Q3475322 |
| JSON-LD | Q6108942 |
| Google Knowledge Graph | Q648625 |
| Plug-in (computing) | Q184148 |
Step by step: building your brand entity
Fix one canonical name
Same spelling in schema, site title, logo, social profiles and directories.
Publish an About page
Who you are, what you make, who is behind it, how to contact you.
Declare the Organization node
With logo, sameAs and knowsAbout. See Organization schema explained.
Link authors as Person entities
Author pages with real names, bios and profiles.
Earn independent mentions
Reviews, comparisons, interviews and listings on sites you do not control.
Create a Wikidata item when notable
Only once independent, published sources about you exist.
Further reading: Wikidata introduction.
Frequently asked questions
Can I add any website to sameAs?
No. Only URLs that describe the same entity and that you control or that are authoritative references, such as Wikidata.
Does a Wikidata item guarantee a Knowledge Panel?
No, but it is one of the strongest reconciliation signals when combined with consistent data and independent coverage.
How do I set sameAs in NexalSEO?
Under Schema → Knowledge Graph → Social profiles; topics go in “Topics you are an authority on”.
Related guides
What is semantic SEO?
The method behind entity SEO.
Organization schema explained
Your identity node.
How Google understands a website
From crawl to Knowledge Graph.
NexalSEO links your organization, your author and your site as connected nodes, a practical start for the entity work described here.
See all features