Present your brand as an entity that AI engines can recognize
Description
This criterion checks that your brand can be identified as an entity: organization data in JSON-LD on the page or the home page, your official profiles linked with sameAs, an about page, a Wikidata entity whose official website (P856) is yours, and the brand’s presence on the pages that AI engines cite.
The Wikidata entity is not Google’s Knowledge Graph, which iPand does not measure, any more than public reviews.
Why it matters for AI engines
To talk about your brand, an AI engine needs to know who you are and which website is yours. Organization data, sameAs and Wikidata tie your name to your website and profiles without ambiguity. AI engines also rely on pages from other websites, such as guides, directories or media, which they cite as sources.
- Google recommends placing the Organization block on the home page or the about page: it helps Google tell your organization apart from others.
- Schema.org defines sameAs as the address of a page that unambiguously indicates the item’s identity, such as its Wikidata entry.
- If the pages that AI engines cite in your sector do not mention you, the answers built from them may not name you either.
How to fix it
- 1 Add an Organization block to the home page On the home page, add a JSON-LD script of type Organization, or of the most specific LocalBusiness subtype if you welcome customers at a physical location, with at least name, url (your website address) and logo. This information must match what is visible on the website.
- 2 Link your official profiles with sameAs In the same block, add the sameAs property with the full addresses of your profiles on other websites: social networks, business listing, Wikidata entry. Only list profiles that genuinely belong to your brand.
- 3 Publish an about page Present the brand on a dedicated page: who you are, what you do, where to find you. Link it from the menu or footer with a clear label such as “About” or “About us”, and check that it loads without errors.
- 4 Create or complete your Wikidata entity Search for your brand on wikidata.org. If it has an entity, check that the official website property (P856) gives your website address. Otherwise, create it if your organization can be described using serious and publicly available references, as Wikidata requires. Local shops rarely have one: this check carries little weight in the criterion.
- 5 Get mentioned by the sources AI engines use In iPand’s Sources screen, check whether the pages that AI engines cite mention your brand: the check, computed from five checked pages, passes when at least 30% of them mention you. Offer the authors of those that leave you out (guides, directories, sector media) a listing or information about your brand.
Key takeaway
Describe your organization on your website, link it to your profiles and to Wikidata, and get mentioned by the pages AI engines cite: that is what lets them identify you, then name you.
