Entity Equivalents
Entity Equivalents
coined by Jason Barnard in 2020.
Description
Entity Equivalents are the other entities that an algorithm places within a brand's various Algorithmic Cohorts, using them to compare, classify, and build a contextual understanding.
The Entity Equivalents definition
Jason Barnard explains that brands do not exist in a single, simple peer group. Instead, algorithms place them in multiple Algorithmic Cohorts—groups defined by complex criteria that often go beyond what humans would consider, such as shared audience behavior or semantic proximity. Entity Equivalents are the other brands, people, or concepts that an algorithm considers to be members of these diverse cohorts. A brand's Algorithmic Authority is shaped by its associations within all of these different groups, which are often made visible in features like People Also Search For Boxes.
How Jason Barnard uses Entity Equivalents definition
At Kalicube, The Kalicube Process involves mapping and influencing a brand's position across its various Algorithmic Cohorts. Using data from Kalicube Pro, we identify the key Entity Equivalents that algorithms are using to classify our client. Our Digital Brand Engineers then execute strategies to strengthen the brand's association with the most beneficial equivalents (e.g., industry leaders, trusted partners) and weaken ties to irrelevant or negative ones. This is achieved by creating content and structured data that builds explicit and implicit connections to the desired entities.
Why Entity Equivalents matters to digital marketers
Dale Carnegie's timeless principle that "you are judged by the company you keep" is amplified in the AI era. Jason Barnard's concept of Entity Equivalents reveals that algorithms judge your brand not just by one group of peers, but by its associations across multiple, often unseen Algorithmic Cohorts. AI Assistive Engines build their understanding of your brand based on the sum of these contexts. If you are algorithmically grouped with irrelevant or low-quality entities in even one of these cohorts, your overall credibility suffers. The Kalicube Process provides the methodology to proactively manage these complex associations, ensuring your brand is consistently seen in the right company for Knowledge Graph validation and recommendation.
Posts tagged with Entity Equivalents
Entity and search/AI glossary: Jason Barnard’s foundational lexicon for the new digital (AI) era
I’m Jason Barnard. I started working on Brand SERPs and the Knowledge Graph in 2012 - before most marketers had even heard the word “entity.” Before AI, before ChatGPT, before...
Knowledge Graph Confidence Score in SEO: What You Need To Know
In this article, you will learn about Knowledge Graph Confidence Score for an entity and how it helps with Brand SERP optimisation and Knowledge Panel management. What is a Knowledge...
Knowledge Panel Hopping: What You Need To Know
What is Knowledge Panel Hopping? Knowledge Panel Hopping is a Google game we play at Kalicube® based on the six degrees of Kevin Bacon. According to Wikipedia, “Six Degrees of...
The Anatomy of a Knowledge Panel (Knowledge Panel Template) - What You Need to Know
What is a Knowledge Panel Template? Simple Definition of a Knowledge Panel Template There is no standard template for a Knowledge Panel, as this depends on the entity type and...
Entity Equivalents in SEO – What You Need to Know
What are Entity Equivalents in SEO? Simple Definition of Entity Equivalents An Entity is a thing (person, company, podcast, musical artists etc). An Entity equivalent is an Entity that is...
Google’s Knowledge Graph API: What You Need To Know
What Information Does Google’s Knowledge Graph API Return? Once Google has got an understanding of an entity (brand, person, podcast series, film, music group etc) and has added it to...
10 Simple Steps to Analyze Your Brand SERP and Build an Effective Digital Strategy
Published on Search Engine Land (Jason Barnard) Learn the key parts of a brand SERP and ways to guide Google to show the information you want your audience to see. A brand...
Google is a Child Thirsty for Knowledge. We Need to Educate It.
Jason Barnard, The Brand SERP Guy®, always wears red at events, on webinars and in his photos. Why? Red has multiple symbolic meanings, but what is the meaning behind it...
The Knowledge Panel Course: Getting Your Knowledge Panel to Show on Your Brand SERP
Getting Your Knowledge Panel to Show on Your Brand SERP Jason Barnard speaking: Hi and welcome. As we’ve seen, many entities have Knowledge Panels, but they don’t necessarily trigger on the...
The Knowledge Panel Course: Managing People Also Search For and Related Searches
Managing People Also Search For and Related Searches Jason Barnard speaking: Hi and welcome! People Also Search For and Related Searches. Unfortunately, these are almost impossible to control or even significantly...
The Knowledge Panel Course: What Information Does Google Show in Knowledge Panels?
What Information Does Google Show in Knowledge Panels? Jason Barnard speaking: Hi. What information does Google show in a Knowledge Panel? Obviously, that depends on the entity type and many other...
The Knowledge Panel Course: How to Change Information in a Knowledge Panel
How to Change Information in a Knowledge Panel Jason Barnard speaking: Hi and welcome. Huge question: how do you change information in a Knowledge Panel? There are multiple ways to do...
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