Entity Types

The core entity categories Google recognizes and that should be explicitly represented on a site.

The Five Entity Types

Organization / Brand

The cornerstone entity. Every other entity connects back to this.

Examples: "Nike", "Purge Marketing", "City Plumbing Co."

• Always the first entity to establish
• All service, location, and person entities should link back to the brand entity
• Schema: Organization, LocalBusiness

---

Product

Specific items the business sells or manufactures.

Examples: "iPhone 14", "Entity Clouds Pro License"

• Needs clear product descriptions and attributes
• Should link to supporting category and brand pages
• Schema: Product

---

Service

Declared services the business provides.

Examples: "house cleaning", "digital marketing", "entity SEO audit"

• Each major service should have a dedicated page
• Service pages must be supported by related topic pages
• Schema: Service

---

Location / Place

Physical locations that establish local signals.

Examples: "Miami", "Downtown Portland", specific address

• Critical for local SEO
• Location entities should reference the brand and services served there
• Schema: LocalBusiness, Place

---

Person

Personalities, founders, practitioners associated with the brand.

Examples: founders, named practitioners, public-facing team members

• Establishes E-E-A-T (Experience, Expertise, Authoritativeness, Trust)
• Connect person entities to authored content and service areas
• Schema: Person

---

Entity Relationships

Entities are most powerful when connected:

Brand
 ├── Services (Service pages)
 │    └── Supporting topic pages
 ├── Locations (Location pages)
 │    └── Local service combinations
 └── People (About / Author pages)
      └── Expertise areas

Internal links, schema, and consistent terminology are the three mechanisms that make these relationships legible to Google.

---

Next: How to Optimize Entity SEO