Ask an AI assistant what your company does, who runs it, where it operates and what it costs to work with, and you will get an answer. The question is where that answer came from. In many cases it is stitched together from a directory listing, an old press release, a reseller page and whatever the model picked up during training. If your own site is not the clearest, most consistent source of facts about you, something else will fill that role.
Practitioners call the fix an “entity home”: one page, usually your About page, that acts as the canonical record of who you are. It is not glamorous work, but it is some of the most durable generative engine optimization you can do, because every other signal points back to it.
What an entity home actually is
Search engines and language models increasingly think in entities rather than keywords. An entity is a distinct thing with attributes: a company with a name, a founding year, a headquarters, leaders, products and relationships to other entities. When a model is asked about your brand, it is trying to resolve which entity you mean and what is true about it.
An entity home is the page that answers those questions in plain language and in structured data, and that the rest of the web can be checked against. It should be the page you would want an assistant to quote if it could only quote one.
Start with a fact inventory
Before rewriting anything, list the facts you want machines to get right. Keep it boring and specific:
- Legal name, trading name and any former names
- What the company does, in one sentence a stranger would understand
- Founding year and headquarters location
- Service areas, markets or regions served
- Leadership team, with current titles
- Core products or services, named exactly as you name them everywhere else
- Official profiles: social accounts, review platforms, industry directories, app store listings
Then check how each fact currently appears across your site, your social bios and the top third-party listings. Operators who do this for the first time usually find at least one of the following: an old address still live on a directory, a product that was renamed on the site but not elsewhere, or two slightly different descriptions of what the company does. Each inconsistency gives a model a reason to hedge or to pick the wrong version.
Write the About page for extraction, not for mood
Many About pages are written as brand storytelling: mission statements, values and photos of the team at an offsite. That content can stay, but it should not be the first thing on the page. Lead with a short factual block that states who you are, what you do, who you serve and where. Write it so that any single paragraph still makes sense if it is lifted out on its own.
Practical rules that hold up
- Use your exact brand name in the opening sentence rather than “we”.
- Describe your category using the words customers use, not internal jargon.
- Name leaders with their roles, and link each to a profile page or an external profile.
- Give dates and places in full rather than “last year” or “here in town”.
- Keep a short, factual history section with milestones that can be verified elsewhere.
Add Organization structured data that matches the page
Structured data does not replace clear writing, but it removes ambiguity. On the entity home, add Organization markup (or a more specific subtype such as LocalBusiness or ProfessionalService where it fits) that includes your name, URL, logo, description, founding date, address and contact points. The most useful property for entity work is sameAs: a list of your official profiles elsewhere on the web. It tells crawlers that those profiles and this page describe the same entity.
Two cautions. First, the markup must match what the page visibly says; structured data that contradicts the visible content is a credibility problem, not a shortcut. Second, keep it current. When a leader changes or an office moves, update the page, the markup and the linked profiles in the same week.
Point everything back home
An entity home only works if the rest of your footprint agrees with it. Once the page is settled, work outward:
- Update your own social bios and profile links so they match the canonical description and link to the entity home or homepage.
- Correct the highest-visibility directory and review listings first, then the long tail.
- Give partners, resellers and event organizers a standard boilerplate and logo to use.
- Make sure press pages and press releases use the same company description.
This is slow, unshowy work, but it compounds. Each consistent mention reinforces the same set of facts, which makes it easier for an AI system to state them with confidence.
Check what the machines think
Once the cleanup is underway, test it. Ask several assistants a handful of factual prompts about your company: what it does, who leads it, where it is based, what it offers, how it compares with a named competitor. Record the answers and note where they cite sources. Wrong answers are useful; they usually point to the exact stale page or listing that still needs fixing. Repeat the same prompts on a schedule so you can see whether corrections are being picked up.
If you would rather have an outside team run the audit and the cleanup, specialists in generative engine optimization services can map your entity footprint and prioritize fixes.
The operator’s takeaway
You cannot control every page an AI model reads about you. You can control whether one of them is clear, current and authoritative, and whether the rest of the web agrees with it. Build that entity home first. Most other GEO tactics work better once the machines are sure who you are.