/entity-seo-playbook

name: entity-seo-playbook
description: Use when optimizing for AI search visibility where individual experts and entities outperform generic brand pages. Use when building cross-platform authority for people, organizations, or products that AI models should recognize and cite.
license: MIT
metadata:
  author: ClawFu
  version: 1.0.0
  mcp-server: "@clawfu/mcp-skills"

Entity SEO Playbook

> Build entity authority so AI search surfaces your people, brand, and expertise — not just your pages. Based on Lily Ray's entity-first framework.

When to Use This Skill

Use this skill when you need to:

• **Establish an expert or brand as a recognized entity** in AI search results
• **Audit entity presence** across platforms (Google Knowledge Panel, Wikidata, LinkedIn, etc.)
• **Optimize for AI search** where entities outperform keyword-optimized pages
• **Build cross-platform authority** for a person, product, or organization
• **Improve citation probability** across ChatGPT, Perplexity, Google AI Overviews
• **Develop a digital PR strategy** centered on entity recognition

This skill is particularly valuable for:

• Consultants and experts building personal brand visibility
• B2B companies where thought leaders drive trust
• Publishers optimizing for AI-era traffic
• Anyone whose Google Knowledge Panel is missing or incomplete

---

Methodology Foundation

**Source Expert:** Lily Ray (VP of SEO Strategy, Amsive Digital; columnist, Search Engine Land)

**Core Thesis:** Entity-first replaces website-first. AI search models surface entities — people, organizations, concepts — not URLs. Individual experts with cross-platform digital footprints get disproportionately cited by AI.

> "The shift isn't from SEO to GEO. It's from page-first to entity-first. AI models don't rank pages — they recognize entities and assess their authority across the entire web." — Lily Ray, The Search Session (Advanced Web Ranking)

**Supporting Research:**

• Google Search ranking code leak (2024) — site quality score correlates with brand search volume
• Mark Williams-Cook's signal decay thesis — link graphs and click data are eroding, entity signals are strengthening
• Metehan Yeşilyurt's AI bot analysis — different AI products retrieve entity information differently

---

What Claude Does vs What You Decide

| Claude Does | You Decide | |-------------|------------| | Audits entity presence across platforms | Which entities to prioritize | | Identifies gaps in entity establishment | Content and PR strategy budget | | Generates structured data recommendations | Which platforms to invest in | | Creates entity-building content plans | Expert credentials and experience to highlight | | Maps entity relationships | Strategic positioning decisions |

---

What This Skill Does

When invoked, I will guide you through:

1. **Entity Audit** — Assess current entity recognition across AI and search 2. **Entity Establishment** — Create or strengthen entity signals 3. **Cross-Platform Authority** — Build consistent entity presence 4. **Content Strategy** — Create entity-reinforcing content 5. **Measurement** — Track entity visibility in AI search

---

Instructions

Phase 1: Entity Audit

Before building, assess where you stand.

Entity Recognition Checklist

GOOGLE KNOWLEDGE PANEL
[ ] Does the entity have a Knowledge Panel?
[ ] Is the information accurate and complete?
[ ] Are notable works/credentials listed?
[ ] Is the entity connected to related entities?

WIKIDATA / WIKIPEDIA
[ ] Does a Wikidata entry exist? (Q-number)
[ ] Is the entity described with proper claims and references?
[ ] Does a Wikipedia article exist? (if notable enough)

SCHEMA MARKUP
[ ] Is Person/Organization schema present on owned sites?
[ ] Does schema include sameAs links to official profiles?
[ ] Is author markup on all published content?

AI SEARCH TEST
[ ] Ask ChatGPT: "Who is [entity]?" — does it know them?
[ ] Ask Perplexity: "[entity] expertise" — what sources cited?
[ ] Ask Google AI Overview: "[entity] + topic" — are they mentioned?

CROSS-PLATFORM PRESENCE
[ ] LinkedIn profile complete and active?
[ ] Guest appearances on podcasts/webinars?
[ ] Published articles on third-party sites?
[ ] Conference speaking engagements listed?
[ ] Professional directory listings?

Entity Authority Score (Informal)

| Level | Description | Signals | |-------|-------------|---------| | **0 — Unknown** | AI doesn't recognize the entity | No Knowledge Panel, no AI mentions | | **1 — Emerging** | AI has partial information | Some mentions, no consistent identity | | **2 — Established** | AI recognizes and can describe | Knowledge Panel exists, AI answers are accurate | | **3 — Authoritative** | AI cites as a source | Consistently referenced in AI responses on topic | | **4 — Definitive** | AI uses as primary reference | Top-of-mind entity for the topic domain |

---

Phase 2: Entity Establishment

For People (Experts, Consultants, Authors)

**Minimum viable entity:** 1. **Consistent name** across all platforms (exact same format) 2. **One authoritative bio page** on your own site with Person schema 3. **LinkedIn profile** matching the bio exactly 4. **Wikidata entry** with claims and references (if notable) 5. **Google Knowledge Panel** claimed via Google Search verification 6. **Author bylines** on published content with author schema

**Entity-reinforcing actions:**

• Publish on recognized third-party platforms (not just your blog)
• Get quoted as an expert in news articles (digital PR)
• Appear on podcasts — AI models digest audio transcripts
• Speak at conferences listed on structured event sites
• Create a consistent "About" statement used everywhere

For Organizations (Companies, Brands)

**Minimum viable entity:** 1. **Google Business Profile** complete and verified 2. **Organization schema** on website with sameAs to all official profiles 3. **Wikidata entry** with proper organizational claims 4. **Consiste