Entity Graph

Every search and answer engine maintains an internal model of every business it knows about. The Entity Graph is the sum of what those models contain: the canonical name, the category, the location, the services offered, the people associated, the relationships to other entities, the distinctions that separate this business from the half-dozen with similar names.

Ambiguity is the most common reason a business is not cited. If the engine can't decide which 'Smith Plumbing' the query is about, it picks one with cleaner signals — or none. Answer engines in particular over-weight entity clarity because they're producing a single answer rather than a list of options.

Built from four inputs: schema markup on the site itself (Organization, LocalBusiness, Service, Person), on-page mentions that disambiguate (city, neighborhood, service area, founding year), external citations in directories and press, and knowledge-graph entries on Google, Wikidata, and equivalents. The audit reads all four together to produce the Schema / Entity Health sub-score.