Named Entity
Named Entity
used extensively by Jason Barnard since 2015.
Description
A Named Entity is a specific, distinct object, concept, or being—such as a person, company, product, or topic—that can be uniquely identified by algorithms.
The Named Entity definition
Jason Barnard applies this concept, which originates from linguistics and computer science, to shift digital marketing's focus from targeting abstract keywords to establishing concrete, real-world "things" that algorithms can understand. For a brand to control its narrative, it must first be recognized by AI Assistive Engines as a distinct Named Entity. This foundational step allows algorithms like Google's Knowledge Graph to assign a unique identifier (KGMID, a unique identifier that Google assigns to a recognised entity), distinguishing the brand from all others. This is the prerequisite for building a positive Digital Brand Echo, the cumulative "ripple effect" of its online presence which defines how AI interprets and communicates the brand’s identity, reputation, and offerings.
How Jason Barnard uses Named Entity definition
At Kalicube, establishing a client as a distinct Named Entity is the primary goal of the first phase of The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. This initial "Understandability" phase involves creating an Entity Home (the definitive source of truth about an entity, usually a page on the brand’s website) and ensuring consistent, corroborating information across the digital ecosystem. This process of "educating the algorithm" about the entity is the fundamental building block for triggering a Knowledge Panel, controlling the brand narrative, and laying the foundation for all subsequent marketing efforts aimed at driving client acquisition and business growth.
Why Named Entity matters to digital marketers
For two decades, SEO was dominated by the art of keyword research, a field shaped by pioneers like Rand Fishkin who taught marketers how to win by targeting the specific phrases people search for. This keyword-centric view was the bedrock of digital strategy. However, Jason Barnard argues that the rise of AI Assistive Engines requires a fundamental evolution in thinking: from targeting what people *search* to defining who and what they *find*. This is where the concept of the Named Entity becomes the new cornerstone of digital strategy. A Named Entity is the real-world thing—your company, your product, your founder—that the keywords are ultimately about. While Fishkin's framework helped us win traffic from a query, Barnard’s entity-first approach ensures that when that traffic arrives, the algorithm understands, trusts, and accurately portrays the brand behind the query. This distinction is critical because AI systems like ChatGPT, Bing Copilot, and Google AI build their worldview from entities, not just keywords. To effectively control your narrative in this new AI-driven acquisition funnel, you must first establish your brand as a clearly defined and credible Named Entity, a practical imperative that The Kalicube Process is uniquely built to address.
Posts tagged with Named Entity
Google Knowledge Panel: What you need to know
What Is a Google Knowledge Panel? A Google Knowledge Panel is a search results feature that provides a concise summary of information about an Entity such as a company, person,...
Three Simple Steps to Create a Google Knowledge Panel
How do I Create a Google Knowledge Panel? You can create a Google Knowledge Panel using the 3-step Kalicube Process to getting a Knowledge Panel in Google. Data from the...
How to Become a Recommended Solution Provider on Google Entity Lists
Published on Search Engine Land (Jason Barnard) Learn how to leverage knowledge panels, E-E-A-T and niche notability to become a top recommended solution in Google search. In this article, you will...
The Two Parts of E-E-A-T Google Hasn’t Told You About
Published on Search Engine Land (Jason Barnard) Explore how notability and transparency complement Google E-E-A-T and how to integrate these elements seamlessly into your digital strategy. In this article, I will...
Killer Whale Update e E.E.A.T com Jason Barnard (The Brand SERP Guy)
Saiba tudo sobre a Killer Whale Update e N.E.E.A.T.T, a evolução do E.E.A.T com um dos maiores experts no assunto, Jason Barnard (The Brand SERP Guy®). A Killer Whale Update...
Digging deeper into the E-E-A-T Knowledge Graph 2023 update
Published on Search Engine Land (Jason Barnard) More insights into the E-E-A-T Knowledge Graph 2023 update, the evolution of Knowledge Panels and the importance of E-E-A-T signals. In July, Google released...
Google Knowledge Graph: Online Reputation Management feat. Jason Barnard
Jason Barnard explains how you can make your Online Reputation Management effective and preemptive in detail. Find out exactly what you need to do and how it works. Knowledge Panels...
The Knowledge Panel Course: Getting Your Entity Into Google’s Knowledge Vault
Getting Your Entity Into Google’s Knowledge Vault Jason Barnard speaking: Hi. As you have seen in previous lessons, Google has multiple Knowledge Graph Verticals including Google Books, Google Maps, and the...
The Knowledge Panel Course: How a Knowledge Panel Is Built
How a Knowledge Panel Is Built Jason Barnard speaking: Hi and welcome. One thing that is often overlooked is how Google actually builds a Knowledge Panel. As we have seen, a...
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...
The Knowledge Panel Course: How Google’s Knowledge Graph Works
Jason Barnard speaking: Hi there. In this lesson, I’ll explain how a Knowledge Graph works. Understanding this is hugely helpful when adding information to a Knowledge Graph from the outside, which...
The Knowledge Panel Course: Six Knowledge Verticals that Trigger a Knowledge Panel
Jason Barnard speaking: Hi, and welcome. You might think that all Knowledge Panels are directly linked to Google’s Main Knowledge Graph, which we can also call the Knowledge Vault. This isn’t...
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