INSIGHTS

An entity can be a company, person, product, location, concept, or organization that search systems can identify as distinct from everything else. For your brand, becoming a recognized entity means AI tools can understand who you are, what you do, who you serve, and what topics you should be connected to.

Ranking on Google used to give marketers a fairly clear target. Get your page as close to position one as possible. That goal hasn't fully disappeared. But position one is no longer always what someone sees first. Google AI Overviews can now summarize an answer directly in the search results, pulling information from multiple sources and linking to sources for further exploration. 

There is a major difference between being findable online and being the brand AI recommends. Imagine someone asks an AI assistant: “What are the best sustainable marketing agencies for a growing company?” Or: “What skincare brands are best for sensitive skin?” Or: “Which project management platform is best for a small creative agency?”

People are using AI tools to compare companies, research products, summarize services, ask for recommendations, and make decisions faster. They may ask ChatGPT for the best agency in a niche, use Perplexity to compare software options, check Gemini for product research, ask Claude to summarize vendors, or see an AI Overview directly in Google Search.