This was a Talking Web newsletter on 16 June 2026 - join the newsletter here.

Hi,

  • Entity data is where it’s at
  • Grab an example to copy and paste
  • And grab your seat for next week

Everything I’m reading and seeing at the moment is pointing at the differences between different sorts of structured data – you’ve heard me bang on about structured data before, but there are different types you can use.

Our research found that only 2% of sites are doing this properly at the moment, so there’s a massive opportunity for people implementing it to give themselves a boost before everyone else catches on.

(You can run the report on your own site that we ran to carry out the research here – no credit card details required. If you’ve already got a SiteVitals account, check your dashboard for the updated results.)

Organisation, Person, and sameAs are entity identity signals. Article, FAQ, and HowTo are content signals.

Both have their place, but this week I want you to focus on entity identity signals.

And it’s easier than you think – it’s basically just making sure your company info is in the background of your site.

I’ve got a copy and paste example here.

It’s telling AI and the rest of the Internet things like your official company name, your official LinkedIn page, what your organisation specialises in, what accreditations you’ve got etc.

And then potentially with your people/team, saying where else they write or what they know about.

It’s stuff that you know, or can find out easily (I have got a client at the moment having the check the legal name of their US entity, but that’s not a technical question) and then put onto your site, or ask your developer to.

It’s not a big job for a developer, especially if you hand it to them with all the info (check my example here) – if you say “I want to add entity data” then the conversation drags on but if you say “please put this on our home page” it’s a lot more succinct.

And if you’re still aware you need to do more on your website to get it ready for AI and are interested in going a little deeper (because your site runs your business, or because you run an agency), make sure you grab a seat at my next talk:
​
🗓️Thursday 25th June
⏰2pm

I’ll send a recording, as always, for anyone who can’t make it.

Right I’ve got to dash to a call in 7 minutes – I usually write this on a Monday and schedule it but I’m close to the wire today because yesterday was a quoting day as the nerve pain in my back had finally relented so I could sit to my desk for the first time in 3 weeks rather than just do everything from the sofa! Anyone else find they just can’t be so productive without sitting, or standing, to a proper desk?

Have a good week folks,

Speak soon,

Lisa

Lisa Freeman

​18a web development​

​https://www.linkedin.com/in/lisafreemanweb