guia-matthieu/entity-seo-playbook
Use when optimizing for AI search visibility where individual experts and entities outperform generic brand pages. Use when building cross-platform authority for people, organizations, or products that AI models should recognize and cite.
npx skills add https://github.com/guia-matthieu/clawfu-skills --skill entity-seo-playbook> Build entity authority so AI search surfaces your people, brand, and expertise — not just your pages. Based on Lily Ray's entity-first framework.
Use this skill when you need to:
This skill is particularly valuable for:
Source Expert: Lily Ray (VP of SEO Strategy, Amsive Digital; columnist, Search Engine Land)
Core Thesis: Entity-first replaces website-first. AI search models surface entities — people, organizations, concepts — not URLs. Individual experts with cross-platform digital footprints get disproportionately cited by AI.
> "The shift isn't from SEO to GEO. It's from page-first to entity-first. AI models don't rank pages — they recognize entities and assess their authority across the entire web." — Lily Ray, The Search Session (Advanced Web Ranking)
Supporting Research:
| Claude Does | You Decide |
|-------------|------------|
| Audits entity presence across platforms | Which entities to prioritize |
| Identifies gaps in entity establishment | Content and PR strategy budget |
| Generates structured data recommendations | Which platforms to invest in |
| Creates entity-building content plans | Expert credentials and experience to highlight |
| Maps entity relationships | Strategic positioning decisions |
When invoked, I will guide you through:
Before building, assess where you stand.
GOOGLE KNOWLEDGE PANEL
[ ] Does the entity have a Knowledge Panel?
[ ] Is the information accurate and complete?
[ ] Are notable works/credentials listed?
[ ] Is the entity connected to related entities?
WIKIDATA / WIKIPEDIA
[ ] Does a Wikidata entry exist? (Q-number)
[ ] Is the entity described with proper claims and references?
[ ] Does a Wikipedia article exist? (if notable enough)
SCHEMA MARKUP
[ ] Is Person/Organization schema present on owned sites?
[ ] Does schema include sameAs links to official profiles?
[ ] Is author markup on all published content?
AI SEARCH TEST
[ ] Ask ChatGPT: "Who is [entity]?" — does it know them?
[ ] Ask Perplexity: "[entity] expertise" — what sources cited?
[ ] Ask Google AI Overview: "[entity] + topic" — are they mentioned?
CROSS-PLATFORM PRESENCE
[ ] LinkedIn profile complete and active?
[ ] Guest appearances on podcasts/webinars?
[ ] Published articles on third-party sites?
[ ] Conference speaking engagements listed?
[ ] Professional directory listings?
| Level | Description | Signals |
|-------|-------------|---------|
| 0 — Unknown | AI doesn't recognize the entity | No Knowledge Panel, no AI mentions |
| 1 — Emerging | AI has partial information | Some mentions, no consistent identity |
| 2 — Established | AI recognizes and can describe | Knowledge Panel exists, AI answers are accurate |
| 3 — Authoritative | AI cites as a source | Consistently referenced in AI responses on topic |
| 4 — Definitive | AI uses as primary reference | Top-of-mind entity for the topic domain |
Minimum viable entity:
Entity-reinforcing actions:
Minimum viable entity:
Minimum viable entity:
> "Product review pages on authoritative publishers are MORE valuable now than before AI search. AI Overviews synthesize reviews — if you're not in the review set, you don't exist." — Lily Ray
AI models don't just crawl your website. They learn from the entire web. Cross-platform content is structural, not optional.
| Platform | Entity Signal Strength | Why |
|----------|----------------------|-----|
| LinkedIn | High | Professional identity, endorsements, content |
| Podcast appearances | High | AI transcription creates entity co-occurrence |
| Guest articles | High | Third-party validation of expertise |
| Conference talks | Medium-High | Listed on event sites, referenced in recaps |
| YouTube | Medium | Transcripts + visual identity |
| Twitter/X | Medium | Real-time expertise signals |
| Reddit (as expert) | Medium | Cited by Perplexity frequently |
| Professional directories | Low-Medium | Structured entity data |
Every platform should reinforce the same entity identity:
| Content Type | Entity Signal | Example |
|-------------|--------------|---------|
| Original research | Strongest — unique data creates citation necessity | "Our analysis of 10,000 campaigns shows..." |
| Expert interviews | Strong — entity co-occurrence with recognized experts | "I spoke with [Expert] about..." |
| Case studies | Strong — first-hand experience signal | "Here's how we achieved X for [Client]..." |
| Conference recaps | Medium — positions entity in professional context | "At [Conference], the key insight was..." |
| Contrarian analysis | Medium — differentiation from consensus | "The conventional wisdom is wrong because..." |
| How-to guides | Low-Medium — helpful but interchangeable | Commodity content unless paired with unique data |
Google AI Mode, AI Overviews, and Google Discover all display favicons prominently. Your favicon is the new meta description — it's the visual identifier in AI-generated results.
Actions:
| Metric | How to Track | Frequency |
|--------|-------------|-----------|
| Brand search volume | Google Search Console, Google Trends | Monthly |
| Knowledge Panel accuracy | Manual check | Quarterly |
| AI mention test | Ask ChatGPT/Perplexity/Claude about entity | Monthly |
| Citation in AI Overviews | Search "[topic]" and check AI Overview sources | Weekly |
| Cross-platform consistency | Manual audit of all profiles | Quarterly |
| Branded traffic | Analytics — filter for brand terms | Monthly |
Context: SEO consultant wants AI search to recognize them as an expert on GEO.
Entity Audit Results:
Action Plan:
Expected Timeline: 3-6 months to reach Level 2 (Established)
Context: Marketing analytics tool wants AI to recommend them when users ask about marketing attribution.
Entity Audit Results:
Action Plan:
Expected Timeline: 6-12 months to appear in AI recommendations
PHASE 1: FOUNDATION (Week 1-2)
[ ] Canonical entity page created on owned site
[ ] Person/Organization schema deployed
[ ] All platform profiles consistent (name, photo, description)
[ ] sameAs links connecting all profiles
[ ] Wikidata entry created (if applicable)
PHASE 2: THIRD-PARTY SIGNALS (Month 1-3)
[ ] 2+ guest articles published on authoritative sites
[ ] 3+ podcast appearances completed
[ ] Professional directory listings updated
[ ] Expert quotes obtained in news/industry articles
PHASE 3: CONTENT AUTHORITY (Month 2-6)
[ ] Original research published
[ ] 5+ entity-reinforcing content pieces live
[ ] Cross-platform content calendar running
[ ] Case studies with named clients published
PHASE 4: MEASUREMENT (Ongoing)
[ ] Monthly AI mention test
[ ] Brand search volume tracked
[ ] Knowledge Panel monitored
[ ] Citation tracking in AI Overviews
Primary Sources:
Related Concepts:
name: entity-seo-playbook
category: seo-tools
subcategory: geo
version: 1.0.0
author: GUIA
source_expert: Lily Ray (VP SEO Strategy, Amsive Digital) — The Search Session podcast
difficulty: intermediate
mode: centaur
tags: [entity-seo, geo, ai-search, knowledge-graph, cross-platform, digital-pr, e-e-a-t, lily-ray]
created: 2026-02-10
updated: 2026-02-10
Take guia-matthieu/entity-seo-playbook from the repository into ~/.claude/skills for personal
use, or into .claude/skills inside a project.
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