Entity SEO
Optimising so machines understand what your brand is, what it does and how it relates to other things, rather than which keywords it targets.
An entity is a thing a machine can identify and reason about: a company, a product, a person, a place. Entity SEO is the work of making your entity unambiguous and consistently described everywhere it appears.
For AI search this matters more than keyword placement. A model deciding whether to name you in a category answer needs to know you belong in that category, and it learns that from consistent descriptions across your site, your structured data and third-party sources.
The practical work is unglamorous: consistent naming, an accurate description repeated across profiles, correct schema, and clear statements of what you do and do not do.