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.