How Owning Entities Drives Discoverability

In this session, you’ll learn how to own your entity (or manufacture a new one) across Search Everywhere, and engineer discoverability that compounds across Google, social search and AI systems.

Ash will explore how machines decide who gets surfaced, how to build the signals that drive recognition and how to measure visibility beyond rankings and success beyond traffic.

Transcript

1. How Owning Entities Engineers Discoverability Ashley Liddell Deviation | The Search Everywhere® Agency @Ash-Liddell-SEO | Speakerdeck.com/wearedeviation
2. SEO = OPTIMISE EXPERIENCES TO RANK ON A GOOGLE SERP Confidential | © All rights reserved
3. #BrightonSEO ✅ KEYWORD OPPORTUNITIES ✅ METADATA ✅ BACKLINKS ✅ TECHNICAL FOUNDATIONS
4. #BrightonSEO SEARCH HAS ALWAYS BEEN…
5. #BrightonSEO SEARCH WAS A RETRIEVAL PROBLEM…
6. #BrightonSEO CRAWL INDEX RANK
7. IN 2026, SEARCH DOESN’T ONLY WORK LIKE THIS #BrightonSEO
8. #BrightonSEO AIO TIKTOK REDDIT CHATGPT ANSWER SCREENSHOTS FROM EACH AIO TIKTOK REDDIT CHATGPT ANSWER SCREENSHOTS FROM EACH
9. #BrightonSEO A SERP CLICK? NO LONGER GUARANTEED.
10. YOU CAN RANK #1 (AND STILL BE INVISIBLE) #BrightonSEO
11. #BrightonSEO
12. #BrightonSEO ACCORDING TO AHREFS, 99% OF KEYWORDS TRIGGER AT LEAST ONE SERP FEATURE* IN FACT… *Not Including Top/Bottom Ads
13. #BrightonSEO AHREFS ALSO FOUND THAT AI OVERVIEWS APPEAR ON 21% OF SEARCHES (WITH SOME CATEGORIES REACHING AS HIGH AS 60%). IN FACT…
14. #BrightonSEO SO… WE NEED TO RETHINK HOW WE THINK ABOUT DISCOVERABILITY
15. RANKING NO LONGER THE PROBLEM. RECOGNITION IS THE PROBLEM. #BrightonSEO
16. #BrightonSEO ❌ WHAT PAGE SHOULD RANK?❌
17. #BrightonSEO ✅ WHO IS MOST RELEVANT? ✅
18. #BrightonSEO
19. SO, HOW DO YOU BECOME RECOGNISED? #BrightonSEO
20. #BrightonSEO ASHLEY LIDDELL Co-founder & Search Everywhere Director DEVIATION | THE SEARCH EVERYWHERE® AGENCY
21. SO, HOW DO YOU BECOME RECOGNISED? #BrightonSEO
22. #BrightonSEO OWN ENTITIES, ACROSS THE SEARCH UNIVERSE.
23. #BrightonSEO WHAT IS AN ENTITY?
24. #BrightonSEO STRIP AWAY THE AI/LLM FOCUS… YOU ALREADY UNDERSTAND ENTITIES
25. #BrightonSEO (noun) ‘Something you recognise and associate with something specific’. ENTITY /ˈɛntɪti/
26. #BrightonSEO
27. YOU DON’T BECOME KNOWN FOR SOMETHING BY ACCIDENT #BrightonSEO
28. #BrightonSEO BRAND PERSON PRODUCT CONCEPT
29. #BrightonSEO ❌ AN ON-SITE PAGE / EXPERIENCE ❌ A KEYWORD
30. #BrightonSEO ✅ A THING…
31. #BrightonSEO DOUBLE LACE SNEAKERS…
32. #BrightonSEO AI/LLM TOOLS? THEY’RE DOING THE SAME THING…
33. #BrightonSEO THEY AREN’T LOOKING FOR PAGES AI/LLMs WANT TO SEE RELATIONSHIPS.
34. #BrightonSEO #BrightonSEO
35. #BrightonSEO REPEATED BRAND MENTIONS SIMILAR OR ALIGNED ASSOCIATIONS ACROSS THE SEARCH UNIVERSE…
36. #BrightonSEO THIS BUILDS CONFIDENCE IN YOUR BRAND.
37. #BrightonSEO ULTIMATELY… AI, LLM, AND HUMAN ALIKE ALL THINK IN RELATIONSHIPS
38. #BrightonSEO AND THIS GIVES US SOMETHING WE CAN USE TO DRIVE DISCOVERY
39. #BrightonSEO ✅ RECOGNITION = CONFIDENCE
40. #BrightonSEO ✅ CONFIDENCE RESULTS IN PREFERENCE
41. #BrightonSEO PREFERENCE = SEARCH EVERYWHERE® SUCCESS
42. SO, HOW DO YOU BUILD RECOGNITION… EVERYWHERE #BrightonSEO
43. #BrightonSEO EVERYWHERE… (YOUR AUDIENCE ACTIVELY SPENDS TIME)
44. #BrightonSEO ✅ ENTITY SIGNALS
45. #BrightonSEO
46. #BrightonSEO ❌ RECOGNITION ≠ A SINGLE MOMENT (CITATION) ✅ ACCUMULATION OF ENTITY SIGNALS OVER TIME
47. #BrightonSEO AND WHEN LEVERAGED CORRECTLY ENTITY SIGNALS CAN COMPOUND
48. #BrightonSEO MORE CONSISTENCY IN SIGNALS = STRONGER RECOGNITION
49. #BrightonSEO STRONGER RECOGNITION = HIGHER PREFERENCE
50. #BrightonSEO BEING PREFERED IS HOW YOU WIN.
51. THE ENTITY SIGNAL STACK #BrightonSEO
52. #BrightonSEO THE ENTITY SIGNAL STACK FOUNDATION DISTRIBUTION AUTHORITY REINFORCE
53. #BrightonSEO CHECK OUT OUR BLOG POST
54. #BrightonSEO FOUNDATIONAL SIGNALS IF WEAK… EVERYTHING ELSE COLLAPSES ABOUT US BRAND DESCRIPTION MISSION / IDEOLOGIES
55. #BrightonSEO
56. #BrightonSEO DISTRIBUTION SIGNALS EXPAND WHERE YOU EXIST AND HOW YOU SHOW UP ORGANIC SOCIAL CAMPAIGNS SOCIAL SEARCH CONTENT CREATORS / UGC
57. #BrightonSEO
58. #BrightonSEO AUTHORITY SIGNALS EVIDENCE WHY YOU SHOULD BE CHOSEN BACKLINKS / BRAND MENTIONS ENDORSEMENT REVIEW SIGNALS
59. #BrightonSEO
60. #BrightonSEO REINFORCEMENT SIGNALS ENSURE THE STICKYNESS OF YOUR BRAND MORE MENTIONS CREATORS & PUBLISHERS CONSISTENT POSITIONING CONSISTENT CONTENT CADENCE
61. #BrightonSEO
62. #BrightonSEO A SYSTEM OF SIGNALS THAT WORKS TOGETHER TO ENGINEER DISCOVERABILITY OF YOUR BRAND
63. ENGINEER RECOGNITION #BrightonSEO
64. #BrightonSEO AKA: SEARCH EVERYWHERE®
65. #BrightonSEO SEARCH EVERYWHERE® AS AN OPERATING SYSTEM
66. #BrightonSEO YOUR ORG. CHART? IT IS WORKING AGAINST YOU.
67. #BrightonSEO SEO | SOCIAL | TRAD PR | DIGI PR | CONTENT | DEV (HAVE ALL OPERATED IN SILOS)
68. #BrightonSEO RECOGNITION THOUGH? RECOGNITION DOES NOT.
69. #BrightonSEO SHARKNINJA ENTERS THE SKINCARE TECH SPACE 18.1K MSV [SHARK] BRAND TERM 74K [NON-BRAND] TERM
70. #BrightonSEO DEFINE WHAT YOU WANT TO BECOME KNOWN FOR
71. #BrightonSEO PROVE YOU DESERVE TO BE THE PREFERENCE
72. #BrightonSEO SHOW UP WHERE ATTENTION/CONVERSATION ALREADY EXISTS
73. #BrightonSEO EXACTLY LIKE SHARK DID…
74. #BrightonSEO TURN ‘SEO VISIBILITY’ INTO WIDESPREAD PRESENCE
75. #BrightonSEO
76. #BrightonSEO THIS IS ALREADY HOW DECISIONS ARE BEING MADE…
77. SO WHAT? #BrightonSEO
78. #BrightonSEO MORE RECOMMENDATIONS MORE [BRAND] SEARCHES MORE [BRAND] + [ENTITY RELATED TERM] SEARCHES ENABLES YOU TO BE CHOSEN SOONER
79. SEARCH HAS CHANGED. DISCOVERY HAS CHANGED. ‘SEO’ MUST CHANGE WITH IT. #BrightonSEO
80. #BrightonSEO SO, YOU WANT TO START ON MONDAY?
81. #BrightonSEO PICK WHAT YOU WANT TO BE KNOWN FOR COMMIT TO PROVING IT OVER TIME SHOW UP WHERE YOUR AUDIENCE IS STAY CONSISTENT REPEAT UNTIL RECOGNISED
82. #BrightonSEO AKA: SEARCH EVERYWHERE®
83. REMEMBER: YOU CAN RANK #1 AND LOSE #BrightonSEO
84. #BrightonSEO BECAUSE SEARCH IS NO LONGER A RANKING PROBLEM… IT’S A RECOGNITION PROBLEM!
85. #BrightonSEO ASHLEY LIDDELL FOLLOW ME FOR FURTHER INSIGHTS Co-Founder, Deviation