Technical GEO
Entity optimization: a working guide
Make your organisation unambiguous: one name, one description, consistent identifiers, clear relationships.
AI systems describe organisations from many sources at once. When those sources disagree, the description becomes vague or wrong.
Step 1: Write the canonical description
One sentence that says what the organisation is, what it does and for whom. Use it on the homepage, About page, and every profile you control.
Step 2: Publish structured data
Add Organization schema with the legal name, logo, URL, contact point and sameAs links to official profiles. Add Product or Service schema where relevant.
Step 3: Align owned profiles
Business listings, social profiles, app stores, marketplaces and partner pages should use the same name and description and current facts.
Step 4: Resolve conflicts
Search for outdated descriptions: old product names, former addresses, discontinued services. Correct what you control; request corrections where you do not.
Step 5: Disambiguate
If your name is shared with another entity, say what you are not. This site, for example, states that GEO here means Generative Engine Optimization, not geospatial AI.
Step 6: Re-measure
Track entity accuracy separately from mentions. See how to measure AI visibility.
Related reading
- Technical GEOHow AI search retrieves informationFrom query to cited answer: the retrieval and synthesis steps, and what each means for publishers.7 min read
- Technical GEOGEO technical audit checklistTwenty checks across access, rendering, structure and entity data.6 min read
- AI SearchWhat is Generative Engine Optimization?A plain definition of GEO, what it changes about search work, and what it cannot promise.6 min read
Terms used here are defined in the glossary.