Why Measurability is Critical for Enterprise SEO Teams
Enterprise SEO and marketing leaders need to justify investment, prioritize at scale, and stay ahead of AI-driven search changes. Without measurement, entity SEO remains a best guess. With Entity Hub, entity performance becomes visible, trackable, and defensible — turning semantic optimization into a competitive advantage.
Organizations already using Entity Hub have seen measurable improvements. For example, Brightview Senior Living identified entity gaps around “assisted living” and “memory care,” leading to a 25% increase in clicks and 30% increase in impressions for related non-branded queries. By reinforcing these entities across their site, Brightview ensured their most valuable topics were well represented, fueling measurable growth in visibility.
What Makes Entity Hub Different From Other Reporting Tools
Most SEO tools still measure success by keywords, traditional ranking positions, and URLs. Entity Hub flips this model by putting entities — the true building blocks of semantic search — at the center.
With Entity Hub, enterprise teams can:
- Build a reusable Content Knowledge Graph that maps their most important entities to well-defined terms on their site through entity linking.
- Manage, prioritize, and curate entities for accuracy and brand alignment.
- Connect entities directly to performance metrics, making it possible to measure how entity optimization impacts search visibility and engagement.
This unique combination of tools enables organizations to not only optimize their content but also measure the outcomes of their entity-driven strategies. Specifically, Entity Performance Analytics, a powerful reporting tool within Entity Hub, closes the long-standing reporting gap for SEOs by providing entity-based performance data they can act on and share with stakeholders.
Driving Measurable Performance with Entity Hub’s Core Tools
Entity Reports
Entity Reports provide entity coverage information at both the entity level and the URL level. They list all the entities identified by External Entity Linking across your website, giving teams visibility into which entities are present, how often they appear, and on which URLs.
Measurement value: By surfacing this coverage information at both the entity and URL level, Entity Reports allow teams to quickly understand the scope of their entity representation and identify gaps, redundancies, or underrepresented topics.
How it drives performance: With this visibility, marketing and SEO teams can align content more closely to business priorities, ensure key entities are consistently represented across the site, and make informed decisions about where to apply Schema Markup to strengthen visibility and topic authority in search and AI experiences. They can also identify specific URLs where entity coverage is weak and strengthen content on those pages to improve relevance and support entity performance.
Entity Manager
The Entity Manager gives teams control over the entities identified through External Entity Linking. It allows customers to review and optimize entities to improve both the accuracy and relevancy of their Content Knowledge Graph.
With the Entity Manager, teams can edit entities to ensure labels are clear and aligned with brand standards and block irrelevant entities that do not reflect business priorities. They can also add or update links to authoritative external identifiers — such as Wikidata, Wikipedia, Crunchbase, LinkedIn, or Google’s Knowledge Graph — that were connected through External Entity Linking. By curating entities in this way, teams strengthen semantic precision and improve how search engines and AI interpret and surface their brand.
Measurement value: By curating the entities that form the foundation of your Content Knowledge Graph, the Entity Manager improves data quality and reduces ambiguity, ensuring that entity-level reporting and performance analytics are based on accurate, brand-aligned information.
How it drives performance: A clean and consistent Content Knowledge Graph strengthens brand representation in search and AI, prevents misinterpretation and hallucination by AI, and ensures teams can act on insights with confidence.
For example, InSinkErator’s structured data, implemented by Schema App, overhauled their product visibility in non-branded search.
By replacing inconsistent default markup on product pages with customized Schema Markup across its catalog and implementing External Entity Linking, they scaled entity coverage and clarified product detail pages.
As a result, they achieved a 69% increase in clicks and a 116% boost in impressions for non-branded product-related queries. This demonstrates how identifying gaps and strengthening entity coverage at the URL level can drive real performance gains in search visibility.
Entity Performance Analytics (EPA)
Entity Performance Analytics (EPA) provides performance data using entities as the primary reporting dimension, connecting entity optimization directly to measurable SEO metrics.
With EPA, teams can view clicks, impressions, and click-through rates at the entity level. This enables them to understand how individual entities are performing in search and how they impact overall organic visibility.
Measurement value: EPA allows teams to:
- Report on the coverage of entities across their site over time.
- Track how each entity has performed in terms of clicks, impressions, and CTR.
- Compare the performance of individual entities of interest side by side.
How it drives performance: By tying search performance data directly to entities, EPA helps teams identify which entities contribute most to visibility, which are underperforming, and where optimization will yield the greatest return. This makes entity SEO measurable, enabling organizations to prioritize effectively, refine strategy based on real-world data, and demonstrate ROI to stakeholders.
Brightview Senior Living’s experience, as explained in our intro, highlights this impact. By reinforcing non-branded entities such as “assisted living” and community-specific locations, they achieved:
25% increase in clicks and 30% increase in impressions for non-branded entity queries within months of strengthening coverage.”
This proves how entity-level insights and optimization translate into measurable performance gains.
Entity Hub Translates Insights into Action, and Action into Measurable Results
Entity Hub’s tools are most powerful when used together:
- Entity Reports reveal where entities exist and surface content opportunities.
- The Entity Manager ensures your entities are accurate, consistent, and brand-aligned.
- Entity Performance Analytics measures the real-world impact of those entities in search.
Together, they connect strategy, execution, and performance measurement, enabling enterprise teams to move from reactive SEO to proactive, data-driven leadership and innovation.
Turning Entity Insights into Measurable Performance
Entity Hub delivers the clarity and control enterprise SEO and content teams need to thrive in AI-driven search. By putting entities at the center of reporting and optimization, it connects structured data strategy directly to measurable business outcomes.
It also plays a critical role in making organizations AI ready. By building a clean, accurate, and performance-driven Content Knowledge Graph, Entity Hub ensures that search engines and AI platforms interpret your brand correctly, surface your content confidently, and recognize your authority on the topics that matter most.
Explore Entity Hub or talk to our team to learn how your organization can optimize entities at scale, prove the ROI of your entity SEO strategy, and strengthen your readiness for the future of AI-driven search.
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.