Definition
A knowledge base Google maintains about entities and the relationships between them, used to show direct information about companies, people and places.
Why it matters
Having your entity in it helps your brand's data appear correctly. You cannot add yourself to it directly, but you can support it with consistent information.
What to do
- Unify the brand name and description across your site and official profiles.
- Add Schema with sameAs, and be present in trusted sources that mention you.
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