Definition
An entity home is the single web page that a search engine treats as the authoritative, canonical source of information about an entity - for a brand, this is normally the official site's About or homepage, carrying organisation structured data, a clear description, founding and location details, and links to verified profiles. It is the anchor the knowledge graph ties back to when building an entity's understanding, and the reference point against which other mentions are reconciled.
Establishing a clear entity home means making one page unambiguously the definitive source: consistent name and description, complete and accurate structured data, links to and from official profiles, and no competing pages muddying which one represents the entity. It is a foundational step in entity SEO and in earning a knowledge panel.
In context
For an iGaming affiliate, defining a clear entity home for the brand is a foundational credibility and entity-SEO step. In practice: make the About page (or homepage) the definitive source, with Organization structured data (name, logo, founding, location, contact), a clear description of what the site is and does, the review methodology and editorial standards linked, named editors with their own author pages and Person markup, and links to the site's verified social and professional profiles - with those profiles linking back.
The entity home should present the same name and description that appear everywhere else the brand is referenced.
This anchors the search engine's understanding of the brand as a distinct entity, supports the brand SERP and any knowledge panel, and gives third-party mentions something consistent to reconcile against. The same principle extends to the glossary as a body of work: a strong A-Z hub with DefinedTermSet markup acts as the entity home for the glossary itself, the canonical anchor that ties the individual term pages together and signals the site's authority on the subject.
For affiliate-facing content, the framing is that an entity home is the one page a search engine should treat as definitive about the brand, that it is built through consistent naming, complete structured data and reciprocal verified profile links, and that establishing it is a prerequisite for entity recognition, a coherent brand SERP, and a knowledge panel.
Worked example
An affiliate makes its About page the entity home: Organization structured data, a clear description, the methodology and editorial standards linked, named editors with Person markup and author pages, and reciprocal links to its verified profiles. The same name and description appear across all its profiles.
The glossary A-Z hub, with DefinedTermSet markup, serves as the entity home for the glossary itself.
Related terms
Frequently asked questions
Browse more iGaming terms in our glossary.
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