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July 1, 2025

Entities: The Key to Visibility in ChatGPT

Have you ever wondered why some businesses appear in ChatGPT responses while others don’t? The answer lies in something called “entities” — a term that’s becoming increasingly important, but which many people still don’t know about.

What is an entity?

An entity is quite simply: something specific that has a name and is clearly recognizable. Think of:

  • Apple (the company)
  • iPhone 15 (the product)
  • Tim Cook (the person)
  • Baking cupcakes (the activity)
  • Amsterdam (the place)

These are all entities because they have a clear name, are specific and unique, and can be recognized by computers.

Why are entities so important?

ChatGPT, Google, and other AI systems work differently than you think. They don’t search for “beautiful texts” or “creative headlines.” They search for recognizable entities.

An example:

❌ Bad: “We offer innovative digital solutions” What are “digital solutions”? AI doesn’t know, so you won’t be found.

✅ Good: “We build WordPress websites for dental practices” WordPress = recognizable entity. Dental practices = recognizable entity. AI understands this and can link you to relevant questions.

The problem with vague terms

Most websites use vague terms that sound attractive to people:

  • Security company: “Complete security solutions”, “Professional security”, “Peace of mind guarantee”
  • Real estate agent: “Personal service”, “Maximum sales results”, “Your dream home partner”

For AI systems, these are empty words. They can’t assign meaning to them and therefore won’t suggest you as an answer.

How do you make your content “entity-rich”?

Step 1: replace vague terms with specific ones

Security company — instead of “Complete security solutions”, say: “BORG-B certified burglary protection and BORG-E certified alarm systems for commercial properties.”

Real estate agent — instead of “Maximum sales results”, say: “Selling homes in Haarlem, Heemstede and Bloemendaal.”

Step 2: use recognizable names and concepts

  • Name specific software (Shopify, HubSpot, Slack)
  • Mention concrete industries (hospitality, healthcare, e-commerce)
  • Reference known methods (Scrum, Lean, GDPR)

Step 3: create connections between entities

AI systems become even smarter when you link entities together:

“Our BORG-E certified experts install wireless alarm systems for SME businesses with 24/7 monitoring center connection.”

“As an NVM realtor, we sell detached homes in Haarlem-Noord in an average of 3 weeks at asking price.”

Each example contains five recognizable entities that AI can identify and connect.

Practical tips for your website

For your homepage — instead of “Your trusted security partner”, try: “ABCD alarm systems and EFGH cameras for businesses in the Randstad.” Instead of “Welcome to Van der Berg real estate agency”, try: “NVM realtor for home sales in Haarlem, Heemstede and Zandvoort.”

For your services — instead of “Professional security solutions”, try: “BORG-E certified burglary alarm installation with monitoring center.” Instead of “Personal sales guidance”, try: “Valuation, staging and marketing for homes up to €800,000.”

Why this works

AI systems like ChatGPT build a kind of “map” of how things relate to each other. When you use clear entities:

  1. You get recognized — AI knows what you’re talking about
  2. You get connected — AI links you to relevant questions
  3. You get recommended — AI can suggest you as an answer

Once you use entities, you can smartly connect them on your website: your alarm system page links to your 24/7 monitoring service, your neighborhood page links to sold homes in that area. This creates a network of meaning that AI systems understand and value.

How do you start?

  • Week 1: inventory your current content. Go through your website and mark vague terms, specific entities you already mention, and missed opportunities to be more concrete.
  • Week 2: rewrite your most important pages. Start with your homepage, services page and about us page. Replace vague terms with concrete entities.
  • Week 3: create smart connections. Link pages that cover related entities — logical connections that AI can understand.

The long-term strategy

Using entities isn’t a one-time action, but a new way of creating content. For every new page, ask yourself which entities are in it. For every blog, use at least 3-5 recognizable entities. For every update, check if you have links to related entities.

Conclusion: the future is now

AI systems are becoming the new way people find information. By starting with entities now, you’re building an advantage for the future. The beautiful thing is: it doesn’t just help with AI visibility. Your content also becomes clearer for people, because you communicate more concretely and specifically.

Start today: look at your homepage. Which vague terms can you replace with concrete entities? That’s your first step toward better AI visibility.