Enterprise brands need precision and clarity in how they are understood by both search engines and large language models. Search has shifted from matching keywords to understanding entities, which are the people, places, products, and concepts that define your business.
This shift underscores the increasing importance of Entity SEO, which focuses on optimizing the entities on your website so search engines can understand and contextualize your content. Schema Markup and a Content Knowledge Graph power this optimization by mapping your key topics and entities in a way that search engines and AI can confidently interpret.
Schema App’s Entity Hub helps enterprise marketing teams build a clear, connected understanding of their content so they can optimize for the topics that matter, show up in AI and search results, and drive measurable performance across their digital ecosystem.
Entity Hub: Built for Actionable Entity Insights
Entity Hub, Schema App’s entity optimization solution, helps enterprise teams move from manual, reactive SEO to data-driven, strategic optimization. It is built for SEO and content teams managing scale and complexity, often working with hundreds or thousands of entities across large websites.
The three tools that power Entity Hub include:
- Entity Reports provide entity coverage information at both the entity level and URL level
- Entity Manager empowers teams to refine or block entities, ensuring semantic precision without relying on IT
- Entity Performance Analytics (EPA) provides performance data using entities as the primary dimension
Together, these tools help enterprises improve visibility, build an AI-ready content data layer, referred to as a “Content Knowledge Graph”, and turn insights into decisions that help SEO and content teams prioritize, align, and prove measurable impact.
Insight 1: What Entities Exist in Your Content and Where
Without a clear view of what topics and entities are currently representing your brand, you risk missing key opportunities to reinforce your expertise or eliminating redundancies that dilute your message.
Tool: Entity Reports
Entity Reports, found within Entity Hub, gives you an inventory of the entities found across your website. You can see frequency, location, and page-level associations without combing through HTML or spreadsheets. Reports clearly show how entities are distributed across URLs, helping you spot areas of saturation and underrepresentation.
Using the sameAs links surfaced through entity linking, teams can see how search engines interpret each entity by exploring its connections to defined sources like Wikipedia, Wikidata, and Google’s Knowledge Graph. This adds valuable context for defining what your entities are and how they should be understood.
Benefits of gaining this insight:
- Surface content gaps — Identify areas with weak or missing entity coverage to uncover new content opportunities or Schema Markup enhancements.
- Align content with priority topics — Ensure your most important brand, product, and service entities are well represented across your content.
- Understand search engine context — Use sameAs link data to see how your entities are connected in external knowledge bases and adjust accordingly.
Insight 2: How Are Your Key Entities Performing in Search
Knowing which entities are driving visibility and engagement in search allows you to double down on what is working, correct underperformance, and ensure your organization is recognized for the right topics.
Tool: Entity Performance Analytics (EPA)
EPA connects each defined entity in your website content to Google Search Console performance metrics, showing impressions, clicks, and CTR at the entity level. This makes it easy to evaluate the ROI of your Schema Markup and the role each entity plays in achieving business goals.
Benefits of gaining this insight:
- Prioritize high-impact entities — Focus optimization efforts on entities that are already gaining traction or have strategic importance.
- Connect entity strategy to SEO performance — Tie optimization work directly to measurable outcomes.
- Demonstrate content ROI to stakeholders — Present clear, executive-friendly metrics that link entity optimization to business value.
Insight 3: Are Your Entities Accurate and Aligned with Your Brand
Inaccurate or inconsistent entity data can cause search engines and AI platforms to misrepresent your brand, leading to lost visibility and reduced trust and topic authority.
Tool: Entity Manager
Entity Manager gives marketing teams full control over the entities identified through the Entity Linking feature. It enables them to review, refine, and validate entity associations across their site. Within Entity Manager, teams can block irrelevant terms, adjust labels for clarity, and connect entities to authoritative sources such as Wikidata, Wikipedia, or Google’s Knowledge Graph.
By fine-tuning the entities that make up your Content Knowledge Graph, teams can ensure semantic accuracy, strengthen brand representation, and improve content quality. This governance also makes entity-level reporting and optimization more meaningful, as the data is based on a clean, brand-aligned semantic foundation.
Benefits of gaining this insight:
- Strengthen brand representation in search and AI — Ensure the right associations between your brand and its core concepts, products, and expertise.
- Reduce ambiguity and improve Content Knowledge Graph quality — Eliminate incorrect or conflicting entity associations for better semantic clarity and discoverability.
- Align SEO with brand and marketing — Maintain consistent entity usage across departments with a shared source of truth.
Insight 4: Where to Focus Your Entity Optimization Next
Without prioritization, SEO and content teams risk spreading their efforts too thin and missing opportunities that can deliver significant performance gains.
Tools: Entity Reports and Entity Performance Analytics
Entity Reports help you see exactly which entities appear on your site, how often they are used, and on which URLs. By assessing the coverage of your most important brand, product, or service entities, you can quickly identify content that is missing key topics, has inconsistent coverage, or overrepresents less strategic entities. This allows you to focus your optimization efforts on the areas with the greatest potential impact.
Entity Performance Analytics builds on this by linking entity data to Google Search Console metrics. You can see which of these entities of interest drive impressions, clicks, and engagement, as well as which have low visibility despite being strategically important.
For example, you might discover that a high-priority product entity has strong coverage but low CTR, pointing to an opportunity for improved content, meta descriptions, or Schema Markup enhancements.
Benefits of gaining this insight:
- Fuel data-driven content roadmaps by replacing guesswork with concrete coverage and performance data to guide new content creation, updates, and Schema Markup deployment.
- Support continuous SEO improvements by monitoring coverage and performance over time and refining your strategy based on measurable results.
- Stay aligned with AI search developments by ensuring your highest-value entities remain well-represented, optimized, and relevant as search evolves.
Turning Entity Insights into a Competitive Advantage in AI Search
Entity Hub delivers the clarity and control enterprise SEO and content teams need to thrive in AI-driven search. By providing actionable insights at every stage, from discovery to optimization, performance analysis, and strategic planning, it enables teams to move from reactive fixes to proactive leadership in search.
Explore Entity Hub or get in touch with our team to learn how entity insights can fuel your organization’s digital strategy.
Jasmine is the Product Manager at Schema App. Schema App is an end-to-end Schema Markup solution that helps enterprise SEO teams create, deploy and manage Schema Markup to stand out in search.