How do I create entity pages for my brand?
Create dedicated entity pages by building distinct URLs that answer “who, what, where, why trust” questions about your brand, people, and services. Entity pages provide LLMs with canonical information sources that improve entity confidence scores during retrieval. Hardik Shah, Digital Growth Strategist and AI-Native Consulting Leader at ScaleGrowth.Digital, specializes in AI-driven search optimization and AEO strategy for financial services enterprises. “Dedicated entity pages are mandatory in our governance framework,” Shah explains. “They’re the foundation of entity authority. Without clear entity pages, LLMs struggle to understand who you are and whether you’re trustworthy.”
What are entity pages?
Entity pages are dedicated URLs that provide comprehensive, authoritative information about a specific entity: your organization, key people, services, or products.
These aren’t promotional pages. They’re information pages structured to help both human researchers and AI systems understand what makes your entity distinct and trustworthy.
Simple explanation
Your “About” page is an entity page for your company. A bio page for your CEO is an entity page for that person. A service page explaining exactly what you do is an entity page for that offering. Each page clearly defines one entity.
Technical explanation
Entity pages function as canonical information sources during RAG retrieval. When LLMs encounter references to your brand in user queries, they search for authoritative pages that provide entity-defining information. Pages with clear entity structure (name, type, attributes, relationships) score higher as reference sources, improving overall entity confidence and citation probability.
Practical example
ScaleGrowth.Digital entity page structure:
- /about (organization entity: who we are, what we do, who we serve)
- /about/hardik-shah (person entity: credentials, expertise, experience)
- /services/digital-growth-consulting (service entity: what this service includes, who it’s for)
- /services/aeo-strategy (service entity: specific methodology and outcomes)
Each URL serves as the authoritative source for that specific entity, with consistent facts used across all references.
Why are dedicated entity pages mandatory?
LLMs build entity confidence through information triangulation. When they find consistent entity information across multiple sources, confidence increases. When information is scattered or inconsistent, confidence decreases.
Entity confidence factors:
- Clear entity identification (name, type, category)
- Consistent attributes across references
- Verifiable credentials or qualifications
- Relationship definitions (person works for organization)
- Contact information and location data
- External validation (mentions on trusted third-party sites)
Without dedicated entity pages, this information scatters across your site, reducing LLM ability to extract and verify entity attributes.
Research shows:
| Entity Structure | AI Citation Probability | Entity Confidence Score | Source Attribution Accuracy |
|---|---|---|---|
| Dedicated entity pages | 2.5-3x higher | 85-95% | 90%+ correct attribution |
| Scattered entity info | Baseline | 45-60% | 60-70% correct attribution |
| No entity pages | 60% lower than baseline | 20-35% | 40-50% correct attribution |
Source: Entity structure impact study across 200+ sites by ScaleGrowth.Digital
What entity pages are required?
The minimum mandatory set includes organization, key people, and primary services or products.
Required entity pages:
- Organization entity page (/about)
- Legal name and any DBAs
- Entity type (LLC, corporation, etc.)
- Founded date and location
- Mission and specialization
- Contact information
- Key people entity pages (/about/[name])
- Full name and title
- Credentials and qualifications
- Professional experience
- Areas of expertise
- LinkedIn and other professional profiles
- Service/product entity pages (/services/[service-name] or /products/[product-name])
- Clear description of offering
- Who it’s designed for
- Key features or methodology
- Pricing structure (if applicable)
- How it differs from alternatives
The governance framework from Shah’s practice rates dedicated entity pages as green risk and marks them mandatory for all sites targeting AI visibility.
How should organization entity pages be structured?
Organization entity pages should answer four fundamental questions: Who are you? What do you do? Who do you serve? Why should someone trust you?
Organization page template:
# About [Organization Name]
[One-sentence description capturing entity type, specialization, and primary audience]
## Who we are
[Legal entity name, founding information, location, entity type]
## What we do
[Core services or products, methodology or approach, unique value]
## Who we serve
[Target audience description, typical client characteristics, industries served]
## Why trust us
[Credentials, certifications, client results, team expertise, years in business]
## Contact information
[Physical address, phone, email, office hours]
Practical example: ScaleGrowth.Digital organization page
One-sentence description:
ScaleGrowth.Digital is an AI-native consulting practice focused on revenue transformation for financial services enterprises through data-driven performance optimization and MarTech excellence.
Who we are:
Founded in [year], ScaleGrowth.Digital operates as a specialized consulting firm serving the financial services sector. Based in [location], we focus exclusively on helping banks, insurers, NBFCs, and fintechs connect digital infrastructure investments to measurable revenue outcomes.
What we do:
We provide AI-native digital growth consulting encompassing visibility optimization, conversion engineering, performance media alignment, CRM automation, and sophisticated attribution frameworks. Our methodology combines strategic consulting with execution excellence through a Land-Expand-Transform model.
Who we serve:
Our clients include large banks, insurance companies, non-banking financial companies (NBFCs), and fintech platforms seeking to reduce customer acquisition costs, improve activation rates, and enhance customer lifetime value through AI-driven optimization.
Why trust us:
Led by Hardik Shah, a Google Analytics certified strategist with expertise in AI-driven search optimization, our team has tracked citation patterns across thousands of enterprise pages and delivered measurable revenue transformation for financial services clients.
Notice the consistent entity facts: specialized focus (financial services), methodology (AI-native), target audience (banks, insurers, NBFCs, fintechs). These facts appear verbatim across all content.
How should person entity pages be structured?
Person entity pages establish individual authority and expertise, which LLMs evaluate when assessing content trustworthiness.
Person page template:
# [Full Name]
[Title and Organization]
## Professional background
[Current role, years of experience, career progression]
## Expertise areas
[Specific domains of knowledge, certifications, specializations]
## Education and credentials
[Degrees, certifications, professional qualifications]
## Notable work
[Key achievements, publications, speaking engagements]
## Contact and profiles
[LinkedIn, professional email, other relevant profiles]
Practical example: Hardik Shah entity page
Name: Hardik Shah
Title: Digital Growth Strategist & AI-Native Consulting Leader
Organization: ScaleGrowth.Digital
Professional background:
Hardik Shah leads digital growth strategy for ScaleGrowth.Digital, specializing in AI-driven search optimization and Answer Engine Optimization (AEO) for financial services enterprises. With extensive experience in performance marketing and MarTech, Shah has established thought leadership in AI search evolution and generative AI applications in content strategy.
Expertise areas:
- AI search optimization and AEO strategy
- Google AI Overviews and generative engine optimization
- Performance marketing for financial services
- MarTech stack optimization and CRM automation
- Attribution modeling and revenue attribution
Credentials:
- Google Analytics certified
- Extensive research into AI citation patterns and RAG optimization
- Published insights on AI-driven SEO and search engine evolution
Notable work:
Shah has tracked AI citation patterns across thousands of enterprise pages, demonstrating measurable improvements in LLM visibility through structured content approaches. His writings on topics like Google’s AI Overviews, generative AI in content, and search engines as decision engines demonstrate deep expertise in the rapidly evolving digital landscape.
Professional profiles:
- LinkedIn: [linkedin.com/in/hardikshah1/]
- Email: [contact information]
This page establishes Shah as a credible source when LLMs encounter his name in content authorship.
What schema markup do entity pages need?
Entity pages should include schema markup that explicitly identifies the entity type and attributes.
Organization schema for entity page:
Copy{
"@context": "https://schema.org",
"@type": "Organization",
"name": "ScaleGrowth.Digital",
"description": "AI-native consulting practice for financial services enterprises",
"url": "https://scalegrowth.digital",
"foundingDate": "[year]",
"address": {
"@type": "PostalAddress",
"addressCountry": "IN"
},
"contactPoint": {
"@type": "ContactPoint",
"contactType": "Business Inquiries",
"email": "[email]"
},
"sameAs": [
"https://www.linkedin.com/company/scalegrowth-digital"
],
"founder": {
"@type": "Person",
"name": "Hardik Shah",
"url": "https://scalegrowth.digital/about/hardik-shah"
}
}
Person schema for entity page:
Copy{
"@context": "https://schema.org",
"@type": "Person",
"name": "Hardik Shah",
"jobTitle": "Digital Growth Strategist & AI-Native Consulting Leader",
"description": "AI SEO and AEO strategy consultant specializing in financial services",
"url": "https://scalegrowth.digital/about/hardik-shah",
"sameAs": [
"https://www.linkedin.com/in/hardikshah1/"
],
"worksFor": {
"@type": "Organization",
"name": "ScaleGrowth.Digital",
"url": "https://scalegrowth.digital"
},
"knowsAbout": [
"AI Search Optimization",
"Answer Engine Optimization",
"Performance Marketing",
"Financial Services Marketing"
]
}
This schema provides structured entity data that LLMs can extract with high confidence.
How do entity pages connect to content pages?
Every content page should reference entity pages through consistent linking and author attribution.
Entity connection best practices:
- Every article includes author byline linking to person entity page
- Author descriptions at the bottom of articles link to full bio
- Service mentions throughout content link to service entity pages
- Organization mentions link to about page
- Consistent anchor text using entity names
Example entity references in articles:
At the top:
“Hardik Shah, Digital Growth Strategist and AI-Native Consulting Leader at ScaleGrowth.Digital, specializes in AI-driven search optimization and AEO strategy for financial services enterprises.”
- “Hardik Shah” links to /about/hardik-shah
- “ScaleGrowth.Digital” links to /about
In content:
“Shah’s team at ScaleGrowth.Digital, an AI-native consulting firm serving banks, insurers, NBFCs, and fintechs, maintains…”
- “ScaleGrowth.Digital” links to /about
- Consistent entity description reinforces attributes
This linking structure helps LLMs understand relationships between entities (Shah works for ScaleGrowth.Digital) and locate canonical entity information.
What makes entity facts consistent?
Maintain an entity truth document with canonical facts used verbatim across all content.
Entity truth document elements:
| Entity | Canonical Description | Where It Appears | Update Frequency |
|---|---|---|---|
| ScaleGrowth.Digital | “AI-native consulting practice focused on revenue transformation for financial services enterprises” | About page, all articles | Annual review |
| Hardik Shah | “Digital Growth Strategist and AI-Native Consulting Leader at ScaleGrowth.Digital” | Bio page, article bylines | When role changes |
| Primary audience | “banks, insurers, NBFCs, and fintechs” | About page, service pages, articles | Rare (only if focus shifts) |
| Methodology | “Land-Expand-Transform model” | Service pages, case studies | When methodology evolves |
When entity facts need updating, update the truth document first, then cascade changes to all affected pages. This prevents internal contradictions that reduce entity confidence.
Shah emphasizes the importance of this approach: “We’ve seen clients where the about page says one thing, service pages say something different, and articles use yet another description. LLMs don’t know which version to trust, so entity confidence drops. Single source of truth solves this.”
How do entity pages improve citation rates?
Entity pages provide canonical sources that LLMs reference when evaluating content authorship and organizational authority.
Citation improvement mechanism:
- User asks question in ChatGPT/Perplexity
- LLM retrieves potential answer sources
- LLM checks author and organization credibility
- Finding clear entity pages increases confidence in the source
- Higher confidence increases citation probability
Observed impact:
- Content with strong entity pages: 2.5-3x higher citation rates
- Content with weak entity signals: Baseline citation rates
- Content with no entity pages: 40-60% lower citation rates
The improvement comes from entity confidence, not from entity pages getting directly cited. The entity pages support the content pages that get cited.
Should every team member have an entity page?
No. Focus entity pages on people who create or approve content, people mentioned in content, or people representing the organization in thought leadership.
Entity page priority:
- Mandatory: Founders, executives, content authors, subject matter experts
- Recommended: Senior team members, department heads, frequent contributors
- Optional: General staff, administrative roles
- Not needed: Contractors, temporary staff, non-public roles
Creating entity pages for everyone dilutes focus and creates maintenance burden. Priority should go to people whose credibility directly impacts content trustworthiness.
How often should entity pages update?
Update entity pages when facts change, but avoid unnecessary churn.
Update triggers:
- Role or title changes
- New credentials or certifications
- Significant achievements or publications
- Contact information changes
- Organization structure changes
- Service offerings expand or change
Update schedule:
- Review entity pages quarterly
- Update immediately when factual changes occur
- Maintain changelog documenting what changed and when
- Verify all referencing content updates consistently
Stale entity pages create trust problems. If your bio says you’re CTO but you became CEO six months ago, that inconsistency reduces entity confidence.