Entity home

The entity home is the one page on the web that authoritatively describes a brand, a company or a person. Search engines and AI systems treat it as a reconciliation point: what they find elsewhere about the entity, they check against this page. The term was coined by Jason Barnard (Kalicube). The entity home is usually the homepage or the about page of your own website.

How does an entity home work?

Kalicube defines the entity home as the authoritative page an algorithm uses as its primary source of truth to understand an entity. Kalicube also calls it the “point of reconciliation” — the place where statements from different sources are brought together. A system finds statements about your company on profiles, in directories and in articles. At the entity home, it checks whether those statements match what you say about yourself.

Jason Barnard advises using the entity home as a hub: it states who the company is, what it does and whom it serves — and then links to the evidence (Kalicube livestream, July 2026). Evidence means profiles, press coverage, reviews and client projects. These sources confirm your statements from the outside (corroboration).

Dixon Jones put the principle this way in a conversation with Kalicube (August 2026): the homepage claims expertise, and the other pages have to prove it. An entity home can also be a LinkedIn page. A page on your own website, however, has the advantage that you control it completely.

How does an entity home differ from a grounding page?

Both pages provide facts about your company, but for different purposes. Kasra Dash explicitly separates a fact page (“single source of truth”) from the about page in his work (September 2026).

One example of a grounding page is CodaAI’s fact page at /en/facts/. The entity home links to it, and it links back.

Why does an entity home matter for AI visibility?

AI systems repeat what they find about a brand. If your own page is out of date, they repeat what is out of date. Marie Haynes reported in June 2026 that Gemini and ChatGPT long described her through earlier work — because her website still showed it. After she changed her homepage and about page, the description changed.

If the information is missing altogether, the system fetches it elsewhere. In a webinar with AirOps (August 2026), Cyrus Shepard recommended maintaining around 10 to 15 brand pages — on awards, press, jobs and philosophy — instead of a single about page. Otherwise AI systems find this information on third-party sites.

Details count too. Joy Hawkins (Sterling Sky) noticed in AI Mode that Google highlighted how many years competitors had been in business. She recommends stating the founding year prominently on the homepage and about page (August 2026).

What does this mean for your website?

Decide which page is your entity home and treat it as the reference for every other description of you on the web. It should contain:

• Identity: full name, legal form, location, founding year.
• Services: what you offer, one clear sentence per service.
• Audience: whom you work for — and whom you do not. Brian Casey (IMPACT) names the homepage and about page as the right place for this, because users and AI evaluate brands there (August 2026).
• Boundaries: what you do not offer. The AI SEO Show (April 2026) explains why: AI models work with probabilities and otherwise make wrong assumptions about your offering.
• Evidence: links to profiles, press, references and your fact page.
• Markup: structured data of the type Organization, with sameAs links to your official profiles.

From then on, every description of your company — on LinkedIn, in directories, in press releases — has to match the entity home (consistent brand description). When something changes, change it there first.