@tjrobertson52

There's been a lot of talk in the last 48 hours about ChatGPT's new brand identity field or entity ID. So I just wanna talk about what we know so far and what I see as the actionable insights we can take away. It seems like ChatGPT has made some kind of change towards entities in the last month.

Most of the information I've seen on this so far has come from WordLift or Profound. They both uncovered the data from ChatGPT's responses showing that they've become more reliant on this entity ID and other structured fields. So what does this all mean?

Well, we now know that ChatGPT has their own knowledge graph. A knowledge graph is just a database of different entities. An entity might be a product, an organization, a person, and a bunch of different fields describing that entity and their relationships to other entities.

This knowledge graph helps ChatGPT reason more reliably when it's evaluating data or content. Across the internet, knowledge graphs are very common. It's one of the primary ways that Google uses to understand content.

What's new is that ChatGPT seems to be more reliant on their own knowledge graph. And this seems to have happened right as they're rolling out agentic commerce and is likely part of their focus on getting products to show up and be purchased directly inside of ChatGPT. They also now know that ChatGPT has their own search index, but that's the topic for another video.

So why is ChatGPT doing this? Well, if ChatGPT can reliably match information to your entity ID and store that information in their knowledge graph that provides them data that they can be much more confident is accurate about your brand, your product or yourself. So as a brand, your goal should be to get as much information about your entity into this knowledge graph as possible.

So let's talk about how you do that. If you're an e-commerce business, it's clear that the product schema is gonna become even more important. If you're not familiar with schema markup, I recommend googling it.

It goes beyond the scope of this video but it's the most common form of structured data. Not only does Google rely heavily on the schema for their shopping results, but it's now clear that ChatGPT is also using product schema. You wanna make sure that you filled out every field available to you.

Now outside of product schema, there are hundreds of different types of schema available and over the last few years we've seen SEO's saying that schema is now very important for AI and you need to put it on every page of your website that might end up being true, but I've yet to see any evidence that that's the case. From the information we have so far it seems like the only thing we know ChatGPT is using is that entity ID.

Therefore, I would recommend having organization schema across every page of your website, assuming you're some kind of organization, as well as person schema on any pages that you've authored yourself. And this is the most important part. Make sure you're using the exact same name every time you mention your brand.

Pick one and be consistent. And if you can, try to include a search term you're trying to show up for in the name, but only if you can consistently use it. If you're using multiple variants, you're risking OpenAI creating multiple entity IDs for you and splitting the information and authority around your brand.