Entity Schema

Generate WebPage JSON-LD with `about` entity array. Connect your content to the Google Knowledge Graph. Free schema markup tool.

About the tool

What is the SBMM Entity Schema Generator?

The SBMM Entity Schema Generator is a free online tool that builds WebPage JSON-LD with an `about` entity array for any page. List the entities your page covers (a brand, a place, a concept, a person, a product, a Wikipedia article), and the generator wraps them in a WebPage schema with the correct `about` and `mentions` arrays so Google can connect your content to the right Knowledge Graph nodes.

Entity schema is the load-bearing layer underneath every modern SEO and GEO strategy. Google's ranking systems no longer think in keywords; they think in entities and the relationships between them. A page that explicitly declares the entities it covers via WebPage `about` schema attaches itself to the Knowledge Graph nodes Google already knows, which lifts topical authority and relevance signal in measurable ways.

AI search assistants (ChatGPT, Claude, Gemini, Perplexity) read entity schema even more aggressively than Google does. The `about` array is one of the strongest signals an AI model uses to match a user query to a candidate source. A page declaring `about` entities that line up with the user's query gets cited noticeably more often than equivalent content without the declaration.

Step by step

How to use this tool in 3 steps

  1. Step 01

    List the entities the page covers

    Add each entity with a name (the canonical entity name), a sameAs URL (the Wikipedia or Wikidata page that identifies the entity), and a @type (Thing, Person, Place, Organization, CreativeWork, or any specific schema.org type).

  2. Step 02

    Mark primary vs secondary entities

    Entities that are the page's core topic go in the `about` array. Entities the page references for context or comparison go in the `mentions` array. Google weights primary entities (about) heavily for ranking; secondary entities (mentions) build the topical context graph.

  3. Step 03

    Paste into your page head tag

    Copy the generated WebPage JSON-LD and paste it inside a script type application ld json tag in the head of the page. The schema becomes available for Google's entity-graph linking and for AI search citation matching within a few weeks of the next crawl.

Why this tool

Why use this tool

  • About + mentions entity arrays

    Pages declare core topics in the `about` array (primary entities) and supporting context in the `mentions` array (secondary entities). Google ranks the page on the about entities and uses the mentions for topical context graph building.

  • sameAs to Wikipedia + Wikidata

    Each entity carries a sameAs link to its canonical Wikipedia or Wikidata page so Google connects your declaration to the Knowledge Graph node it already knows. Without sameAs links, the entity is just a string; with them, it is a verifiable identity.

  • Multi-type entity support

    Declare entities as Thing (generic), Person, Place, Organization, Product, CreativeWork, Event, or any other schema.org @type. The more specific the type, the cleaner the entity signal for Google and the AI search models that consume it.

  • AI search citation magnet

    ChatGPT, Claude, Gemini, and Perplexity all rank `about` entity declarations near the top of their citation signals. A page declaring the right `about` entities for a user query gets cited noticeably more often than equivalent content without the declaration.

  • Topical authority signal

    Pages with consistent `about` entity coverage across a topical cluster ("AI search" + "GEO" + "LLM" all linked through sameAs) build measurable topical authority for that cluster faster than pages relying on keyword density alone.

  • Free, no sign-up, no cap

    Generate entity schema for every important page on your site. SBMM Pro adds an entity-extraction engine that suggests `about` entities from your content automatically and a multi-page entity-cluster builder for topical authority campaigns.

FAQ

Frequently asked questions

What is an entity in SEO?

An entity is a distinct concept, person, place, organisation, product, work, or event that has a canonical identity. "Apple" the company is an entity. "Apple" the fruit is a different entity. Google's ranking systems now think primarily in entities and the relationships between them, not in keywords.

What is the difference between `about` and `mentions`?

`about` lists the entities the page is primarily about (core topics). `mentions` lists entities the page references in passing for context (supporting topics). Google weights `about` entities heavily for ranking and topical relevance; `mentions` builds the supporting topical-context graph but carries less direct ranking weight.

Why is sameAs important on entity declarations?

Without a sameAs link, the entity declaration is just a string Google has to disambiguate. With a sameAs link to Wikipedia, Wikidata, or another canonical source, Google connects your page directly to the Knowledge Graph node it already knows. The disambiguation is done for it, which dramatically lifts the strength of the signal.

How many entities should I declare per page?

Three to five `about` entities for a focused page; up to ten or twelve for a comprehensive guide. Pad with weak entities and the signal dilutes. Declare only entities the page genuinely covers in depth; secondary mentions go in the `mentions` array instead of `about`.

Does Google really use entity schema for ranking?

Yes. Google has publicly stated since 2020 that its ranking systems prioritise entity understanding over keyword matching. Pages with clean entity schema and sameAs links rank measurably better for entity-driven queries than equivalent pages without the declarations.

How does entity schema help in AI search (GEO)?

ChatGPT, Claude, Gemini, and Perplexity all use entity declarations as a primary citation signal. Their retrieval systems look for sources whose declared `about` entities match the user query entities. A page declaring the right entities for the query gets cited at a noticeably higher rate.

Can I declare a fictional entity?

Yes. Fictional characters, products, or places work as long as you can sameAs them to a canonical source (Wikipedia, Wikidata, an official fan wiki). The same entity-disambiguation logic applies; what matters is that the sameAs link resolves to an identity Google can verify.

Where do I install entity schema?

On every page where entity declaration helps Google understand the topic accurately. Pillar pages, hub pages, deep guides, and comparison content all benefit. Light pages (thank-you pages, login pages, contact forms) do not need entity schema. For full WebPage modelling with about + mentions arrays + breadcrumb + speakable, use the Advanced WebPage schema generator.