What does an entity audit tell you?
It tells you how your business looks to a machine that reads your structured data. Not the words on the page, but the identity your markup builds when all the pages are put together. Is it one clear business with a name, a location, proof of who it is and real people behind the content? Or is it a loose set of fragments?
Most sites fall somewhere in between. A theme adds one organisation block, a plugin adds another with a slightly different name, and blog posts credit "admin" as the author. None of that breaks the site. It does make it harder for search engines and AI systems to be sure about you.
How does it work?
The audit follows the same steps each time, so results can be compared from one run to the next.
- Crawl your key pages. It reads the pages that say the most about who you are, rather than every page on the site.
- Collect the structured data. Every schema node on those pages is gathered in one place.
- Rebuild the entity graph. It joins the nodes up the way a machine would, following the @ids that link them.
- Check the signals. It looks at stable @ids, connected nodes, name variants, verifiable identifiers and authors.
- Score and explain. Each finding gets a score, a note on what was found, why it matters and the fix.
What does it check?
The table sets out the five main signals and what good looks like for each.
| Signal | What good looks like | What goes wrong |
|---|---|---|
| Stable @ids | Every page points to the same @id for your organisation | Each page creates its own copy of the business |
| Connected nodes | Pages, services and people link back to the organisation | Nodes sit alone with nothing tying them together |
| Name variants | Trading name and legal name are both stated and linked | Three spellings of the name with no link between them |
| Verifiable identifiers | Links to official records and profiles that prove who you are | Nothing a machine can check against |
| Authors as Person entities | Real named authors with their own Person markup | Content credited to "admin" or to no one |
If the terms are new, our glossary entries on entities and the knowledge graph explain them in a few paragraphs each.
What do you see?
You get a list of scored findings. Each one says what the audit found on your pages, why it matters for search and AI, and the fix. The score helps you decide what to tackle first. The explanation helps when you need to pass the work to a developer, or to explain to a client why it is worth doing.
A finding might say that your organisation appears under two names with no link between them. It would then explain that machines may treat those as two businesses, and show how to state both names on one node.
Where the fix is new markup, the schema generator can write it. Where the fix is about authors, it often links to the author bio and Person schema that come with content packs.
Why does it matter for AI search?
AI engines have to decide which business a question is about before they can say anything useful. If there are two firms with similar names, or your own site describes you three different ways, the chance of a mix-up goes up. A clear entity graph lowers that chance.
It also helps with trust. Named authors with a clear link to the business support the experience and expertise signals discussed in our guide to E-E-A-T for AI search. None of this guarantees a mention in ChatGPT or an AI Overview. Nobody can promise that. It does take away one of the easier reasons to be left out or described wrongly.
There is a link to answer accuracy too. When AI engines get your details wrong, the cause is often outside your site. Sometimes it is your own markup saying two things at once. The answer accuracy checks show where engines are wrong, and the entity audit helps rule your own site in or out.
Can I try it for free?
Yes. The free entity audit runs on your key pages and returns the same kind of scored findings. It is a sensible first step if you want to see where you stand before looking at the full platform.
Who uses it?
SEO consultants use it at the start of a new engagement, as a fast way to show a client where the gaps are. In-house teams use it after a site rebuild to check nothing got lost. Agencies run it across client sites to find the ones that need structured data work first. Our longer guide on entity SEO for AI search covers the thinking behind it.
Where it fits
The entity audit is the site-wide view of your structured data. Page optimisation goes page by page and scores each one. The schema generator writes the fixes. Answer accuracy shows whether AI engines describe you correctly once the work is done.