Introducing Schema App’s Entity Manager

As search engines evolve to become more semantic and powered by AI, it’s essential for SEO teams to clarify the entities referenced in their content. This not only improves the accuracy of traditional search engine outputs but also enhances how AI-driven search systems understand and surface content in response to complex, conversational queries.

When you identify your entities and embed them within your Schema Markup (also known as Entity linking), it enables search engines to interpret your entities accurately, thus improving content visibility for relevant search queries.

At Schema App, we automate the entity linking process, helping our users automatically identify entities within their content and linking them to authoritative sources like Wikidata, Wikipedia, and Google’s Knowledge Graph. This facilitates the development of an accurate knowledge graph, ensuring that search engines can understand and contextualize the entities on a website.

While our Entity Linking features enable the identification and embedding of entities within the markup at scale across the site, it is also important to add a human-in-the-loop to ensure accuracy in the data.

That’s why we built the Entity Manager—to give SEO teams full control over their entities for semantic accuracy. With the Entity Manager, users can refine and customize their Content Knowledge Graph, ensuring accuracy, relevance, and deeper semantic connections.

What is the Entity Manager?

Schema App’s Entity Manager provides marketing teams with full control over the entities identified through our Entity Linking feature, enabling them to review, refine, and validate entity associations.

This human-in-the-loop approach ensures that the Schema Markup on their site aligns seamlessly with their content strategy while enhancing the semantic relevance of their Content Knowledge Graph.

The Entity Manager has two primary functions:

1. Edit an entity’s properties to improve accuracy
2. Block entities that are irrelevant from being embedded in the markup

By fine-tuning the entities in their Knowledge Graph, brands can maximize entity SEO performance, enhance metadata quality, and extract more meaningful insights from their semantic data layer.

What Can You Do With the Entity Manager?

The Entity Manager allows users to edit the following properties of the entity:

• Preferred Label: Your name of choice for the entity.
  • Note: if you change the “Preferred Label” once set, the old label will be shown as an “Alternative Label.”
• Same As: The corresponding Wikipedia, Wikidata, and Google Knowledge Graph Uniform Resource Identifiers (URIs) for that specific entity
• Type: The Schema.org type that best categorizes this entity

Users can also view a sample list of URLs where the specific entity has been identified in their content to validate the context in which the entity is being used.

How to Prioritize Your Entity Management

Websites with a large volume of content may contain thousands of entities, making it challenging to determine a starting point for managing these entities effectively.

We recommend using the Entity View Report in the Entity Reports tools to prioritize the entity management process. The Entity View report lists all the entities identified, their URL count, SameAs URIs, Type and Status.

Users can prioritize the management of their entities using these methods.

1. Entities That Are Important to Your Organization

We recommend starting by reviewing the entities that are important to the organization, as these are likely to be known.

For example, at Schema App, entities such as Schema App, Knowledge Graph, and Schema Markup are considered important because they align with the company’s core areas of expertise.

Entities that may be important to an organization include:

• The organization itself
• Suborganizations
• Products or services
• Areas of expertise
• Founders, authors, or key personnel
• Areas served (e.g., geographic locations)

The search box can be used to locate these entities and review their:

• Type – to ensure the entity is categorized correctly
• sameAs links – to ensure they’re linking to the right external URI

2. Entities That Have the Highest URL Counts

After reviewing the organization’s key entities, we recommend analyzing those with the highest URL counts next.

The Entity View report (found in the Entity Reports tool) lists entities based on their URL count, which indicates how many webpages reference a specific entity.
For these high-occurrence entities, it is crucial to review their Type and SameAs properties to ensure accuracy, as they appear across a significant number of pages on the website.

It is also useful to assess whether any of the top entities are unexpected. Entities that seem irrelevant to the organization or its content may warrant blocking or editing.

For example, in Schema App’s account, the top entities include Google, JSON-LD, SERP, Wikipedia, and SEOs—all expected, as they align with our content focus.

If an entity requires editing, the user can click the ‘Actions’ button and select ‘Edit Entity’ to open the Entity Manager, where adjustments can be made as needed.

How Can I Access the Entity Manager?

Schema App customers who currently have the External Entity Linking tag activated on at least one Schema App Highlighter template will be able to access the Entity Manager to edit a limited number of entities and block any irrelevant entities from appearing in their knowledge graph.

If you want to utilize the Entity Manager to edit more entities on your site, we recommend purchasing our Entity Hub solution. This will give you full access to the Entity Manager and Entity Reports.

If you’re already a customer and interested in using Entity Hub, reach out to your Customer Success Manager. If you’re not yet a customer but would like to get started, you can get in touch with us here.

Take Control of Your Entity Strategy

With the Entity Manager, SEOs teams gain the ability to refine, validate, and manage the entities that define their content. By giving SEO teams greater control over their entity library, this tool enhances the accuracy, relevance, and strategic impact of the entities that power the Content Knowledge Graph.

At Schema App, we’re committed to providing innovative solutions that empower organizations to leverage structured data at scale. The Entity Manager is another step toward ensuring your entity SEO strategy aligns seamlessly with your brand and content goals.

Ready to take full control of your entity linking strategy? Get in touch with us today to unlock the full potential of your content’s semantic relevance.