Entity data and schema, explained without the jargon

[PLACEHOLDER: Attribute to a real HousLogic GEO specialist, name and title, or adjust the framing.]

This issue we asked [PLACEHOLDER: Name, GEO specialist at HousLogic] to explain the technical side of GEO the way they'd explain it to a business owner over coffee.

Q: Let's start simple. What is "entity data"?

"An entity is just a clearly defined thing: a person, a place, a business. Entity data is all the facts that describe your business. Your name, address, phone number, category, services, hours, service area, owner, and so on. When an AI reads about you across the internet, it's trying to stitch all those facts into one clear picture."

Q: Why does that matter for AI search?

"Because AI systems are cautious about recommending things they're unsure of. If your business is listed as 'Smith Plumbing' in one place, 'Smith Plumbing & Heating LLC' in another, and has two different phone numbers, the AI may not be confident these are the same business. Confusion lowers your chances of being named."

Q: And schema? That word scares people.

"It shouldn't. Schema is a labeling system you add to your website's code. Instead of the AI guessing that a string of numbers is your phone number, schema says, 'This is the phone number. This is the business type. These are the services. These are the reviews.' Think of it like putting clear labels on every box in a moving truck."

Q: Does a business owner need to learn to code?

"No. You need to know it exists and make sure someone has done it correctly. Many website platforms support basic schema, and a specialist can add the rest. Your job is to make sure the facts are right. The labeling is the easy part."

Q: What are the most common mistakes you see?

"Three come up constantly:

• Old listings that were never updated after a move or rebrand.
• Vague categories, like calling yourself a 'services company' instead of a 'residential roofing contractor.'
• No schema at all, or schema that contradicts what's on the page.

The fixes aren't glamorous, but they're often the fastest wins in GEO."

Q: How do I check where I stand?

"Start by searching your business name on Google, Bing, Apple Maps, Yelp and a few industry directories. Write down every variation of your name, address and phone number you see. If they don't match, that's your first project. Then ask a couple of AI assistants to describe your business and see if they get it right."

Q: Last question. If someone does just one thing this month?

"Pick the exact version of your business name, address, phone and category you want to be known by, and make it identical everywhere. It's the foundation everything else sits on."

Our takeaway

Entity data and schema sound technical, but the idea is simple: be the same business everywhere, and label yourself clearly. AI systems reward clarity.