Glossary
Entity Optimisation
Making a business unambiguously identifiable to search and AI systems as a single entity, through a consistent name, address and phone number, a connected schema graph, and a well-populated sameAs array.
In plain terms
Making a business unambiguously identifiable to search and AI systems: one name, one address, one phone number, a connected set of structured data, and links to the profiles that corroborate it. The goal is that every mention of the business resolves to the same organisation.
It is identity work rather than keyword work, and it has become the foundation that everything else in search sits on.
Why it matters in Kenya
Most Kenyan businesses leak identity without realising: the name written three ways, an old office address on a directory, two phone numbers, a Facebook page with different hours. Every inconsistency makes it harder for a machine to decide these are the same business.
What to do about it
Four checks you can run on your own site this week.
- Fix on one exact form of the business name and use it everywhere
- Make the address and phone number byte-identical across every listing
- Connect your schema so pages resolve to one organisation, not separate blocks
- List the profiles that corroborate you: the Business Profile, real directories, memberships
More terms
Other words you will meet when commissioning web, e-commerce or search work in Kenya.
- Answer Engine Optimisation (AEO)Optimising content and structured data so that answer engines such as ChatGPT, Perplexity and Google's AI Overviews cite the business as a source.
- Generative Engine Optimisation (GEO)A near-synonym for AEO: structuring a site and its entity so generative AI search systems retrieve and attribute its content.
- Schema GraphA set of Schema.org structured-data blocks connected by @id references so that every page's markup resolves back to one Organization entity (Architecture Section 11).
