# 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](/content/site-root.html) show this aggregated view for any entity on the site — all extracted statements, page mentions, prominence scores, alias variants, linking gaps, and [Knowledge Graph](/content/docs/site-intelligence/knowledge-graph/index.html) match status.

## How to Access

1. Open a crawled site in [QueryBurst](/content/site-root.html)
2. Click **[Site Intelligence](/content/docs/site-intelligence/index.html)** in the sidebar
3. Click any entity row in the Knowledge Graph table

A breadcrumb at the top links back to the main [Knowledge Graph](/content/docs/site-intelligence/knowledge-graph/index.html) 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

1. **Start with missing links to primary** — These are the highest-impact internal linking fixes
2. **Use the link suggestion expander** — Click any missing-link row to see exactly where to add the link in the page content
3. **Review peer links** — Ensure pages that share this entity link to each other naturally
4. **Check the score signals** — Pages with the entity in URL, title, or H1 score higher; ensure your primary page has all three