An 'entity' is how AI systems understand your firm — not as a list of pages, but as a distinct, recognisable business with a clear identity, location, and area of expertise. Weak entities get ignored. Strong entities get cited. Most law firms have weak, inconsistent entity signals scattered across the web.
Entity strength is the underlying layer that determines whether ChatGPT, Gemini, AI Overviews, and Ask Maps recognise your firm at all. Without it, every other AI visibility effort is pushing against a closed door.
What We Do
Entity Audit
We map every signal currently associated with your firm — name, address, phone, categories, practice areas, attorneys — and document inconsistencies across your website, GBP, citations, and authoritative mentions.
Schema Markup Stack
Full structured data implementation: Organization, LegalService, LocalBusiness, FAQ, BreadcrumbList, Person (for attorneys), and PostalAddress — giving AI a complete, machine-readable picture of your firm.
Citation Saturation
We extend your citation footprint to the level that signals authority — 50–100+ accurate, consistent listings across SA legal, business, and maps platforms.
Knowledge Panel Optimisation
Where appropriate, we work toward a Google Knowledge Panel for your firm — the dedicated info box that appears in branded searches and signals strong entity recognition to all downstream AI systems.
Author and Brand Entity Building
We build entity signals for your firm and for individual attorneys where appropriate — author bios, professional listings, structured Person schema — strengthening the overall recognition of your firm and its people.
Frequently Asked Questions
What is an entity in SEO?
An entity is a distinct, recognisable thing — a business, person, place, or concept — that search engines and AI systems can identify across the web. For your firm, the entity is the bundle of signals that says 'this is Smith Attorneys in Johannesburg, specialising in RAF and personal injury, with these attorneys.' Strong entities are cited by AI; weak ones are ignored.
How do I know if my firm has strong entity signals?
A few quick tests: search your firm's name in Google — do you get a Knowledge Panel on the right? Search practice area + city in ChatGPT — does your firm appear? Run the same query through Google's AI Overview — are you cited? If the answer to all three is no, your entity signals need strengthening. We'd flag exactly where in the free audit.
Get Your Free Visibility Audit
We'll show you exactly where your firm ranks — and what to fix first.