Entity home

An entity home is the single page on a site you control that states the complete, authoritative truth about your entity, and it is the anchor every other signal resolves against.

Entity home is used across semantic SEO for the page a brand designates as its own canonical record of itself.

This website is one. It is the entity home for the book, which is why its facts, its identifiers and its unresolved contradictions are all published in one place.

An About page is written for a reader. An entity home is written to be resolved by a machine, and carries the fullest structured data on the site.

A homepage sells. An entity home settles: it is the destination every third-party mention is meant to point back to.

The book's warning is what makes this urgent: the graph needs one canonical source to reconcile fragments against, and if you do not give it one deliberately it will improvise from whatever page seems most official, which is how outdated about pages end up defining businesses for years. From Chapter 6 onward every tactic in the book assumes the home exists, because corroborating an entity that has not decided what it is corroborates nothing.

Read about the book's argument.