The Entity Completion Playbook

The minimum viable entity

A complete machine-readable business profile, at minimum, contains:

• Organization JSON-LD with name, url, description, address, telephone, sameAs (5–8 real profiles), areaServed (1–10 places), knowsAbout (5–15 topics), foundingDate.
• FAQPage JSON-LD with 5–10 question/answer pairs reflecting real buyer questions.
• Consistent NAP propagated to Google Business Profile, Bing Places, Apple Maps, Yelp, and the top 3 vertical-specific directories.
• A canonical knowledge pack — a downloadable PDF or markdown bundle that summarizes the business's services, locations, hours, and credentials in retrievable form.

Sequence

1. Audit what already exists. Most operators are 30–50% complete and do not realize it.
2. Build the Organization JSON-LD first. It is the entity's identity card.
3. Generate FAQ JSON-LD from real buyer questions, not generic templates.
4. Reconcile NAP drift across every directory the assistant's index touches.
5. Publish a canonical knowledge pack at a stable URL.
6. Re-scan after 30 days. Measure the lift.

What "done" looks like

When a fresh scan of a representative prompt bank returns a confident, cited, ranked mention of the business across all 5 frontier models, the entity is complete. Until then, there is measurable gap.