Why Are Entities Important for AI Search?
Why Are Entities Important for AI Search?
AI search systems organise information around entities — people, brands, products, organisations, concepts — not keywords. When AI answers a question, it looks for entities with strong, consistent coverage: clear definitions, supporting claims across multiple pages, internal links reinforcing the entity, and ideally a match in a recognised knowledge graph (such as Google's). Entities with weak coverage — mentioned on one page, inconsistently named, no supporting claims — are less likely to surface in AI-generated answers. Understanding an entity's strength across a site requires aggregating every statement, page mention, and structural signal.
Entity Profiles in QueryBurst show this aggregated view for any entity on the site — all extracted statements, page mentions, prominence scores, alias variants, linking gaps, and Knowledge Graph match status.
How to Access
- Open a crawled site in QueryBurst
- Click Site Intelligence in the sidebar
- Click any entity row in the Knowledge Graph table
A breadcrumb at the top links back to the main Knowledge Graph view.
Understanding the Interface
- Entity name and type badge (Organization, Person, Product, etc.)
- Knowledge Graph badge — Shows if the entity has been matched to a Google Knowledge Graph entry. If not yet looked up, classification runs automatically.
- Wikipedia description — When a KG match exists, a brief description and Wikipedia link appear.
- Aliases — Other name variants found across the site (e.g., "Google LLC", "Google Inc.").
Stat Cards
Four cards summarise the entity's prominence:
| Card | Description |
|---|---|
| Score | Overall entity prominence percentage with a concentration rating (Strong, Moderate, Contested, Diluted, Absent). The primary page URL is shown below. |
| Pages | Number of pages mentioning this entity, plus statement and reinforcement counts |
| Missing Links | Count of pages that discuss this entity but don't link to its primary page |
| Peer Links | Ratio of existing vs possible links between pages that share this entity |
Relationship Graph (Left Panel)
An interactive force-directed graph showing this entity's direct relationships, clustered by statement similarity. Entities are coloured by type.
Statements & Pages Tabs (Right Panel)
Two tabs provide detailed data:
Statements tab:
- Every statement extracted about this entity in subject–predicate–object form
- Reinforcement bar showing how many pages support each statement
- Reinforced statements (appearing on multiple pages) are highlighted in green
Pages tab:
- Every page that mentions this entity
- Toggle between URL and title display
- Click any page to navigate to its crawl detail view
Flow Analysis
Below the main content, the Flow Analysis section provides deeper linking intelligence:
Minimap
A force-directed graph of all pages mentioning this entity:
- Green nodes — Primary page (the strongest page for this entity)
- Indigo nodes — Peer pages (pages above the significance threshold)
- Grey nodes — Other mentioning pages
- Dashed edges indicate missing links
Tabs
| Tab | Description |
|---|---|
| Page Scores | Every page scored for entity coverage. Shows signal badges (URL, Title, H1, headings, triples, anchors) and whether it's the canonical page. |
| Missing Peer Links | Pairs of peer pages that should link to each other but don't. Shows current interlink percentage. |
| Missing to Primary | Pages mentioning the entity that don't link to its primary page. Click a row to see exactly where in the content the link could be added, with highlighted text mentions. |
| Link Opportunities | Semantically related pages that don't mention the entity at all — potential new linking targets. |
Interpreting Results
Healthy Signs
- Strong concentration — The entity has a clear primary page with consistent supporting content
- High reinforcement — Key statements appear across multiple pages
- Full peer interlinking — All significant pages link to each other
- Zero missing links — Every mentioning page links to the primary page
Warning Signs
- Diluted or Contested — Multiple pages compete to define the entity, or coverage is too spread out
- High missing link count — Pages discuss the entity but don't link to the primary page
- Low peer ratio — Pages about the same entity are isolated from each other
- No primary page — The entity appears across pages but none stands out as the authoritative source
Tips
- Start with missing links to primary — These are the highest-impact internal linking fixes
- Use the link suggestion expander — Click any missing-link row to see exactly where to add the link in the page content
- Review peer links — Ensure pages that share this entity link to each other naturally
- Check the score signals — Pages with the entity in URL, title, or H1 score higher; ensure your primary page has all three