Entity Home
Entity Home
coined by Jason Barnard in 2021.
Factual definition
Entity Home is the single, authoritative page on the web that defines an entity, acting as the primary source of truth for algorithms. It is also referred to as the Entity Home Page, Entity Canonical, or Point of Reconciliation.
Jason Barnard definition of Entity Home
Jason Barnard defines the Entity Home as the single, authoritative webpage an algorithm uses as the primary source of truth to understand an entity. Typically an "About" page, it acts as the definitive Point of Reconciliation where an algorithm can resolve conflicting information it finds across the web. It's important to distinguish this strategic, entity-level concept from a technical, page-level canonical URL (rel="canonical"). While the Entity Home page should have a self-referencing canonical tag to reinforce its status as a unique document, the canonical tag's function is to consolidate the authority of that single page. The Entity Home concept is much broader: it consolidates the authority of the entire brand onto that one page.
How Jason Barnard uses Entity Home
At Kalicube, establishing and optimizing the Entity Home is the cornerstone of the Understandability phase of The Kalicube Process. Our Digital Brand Engineers build or optimize this page to be the central node of the client's Digital Brand Ecosystem. It is engineered to contain clear, structured facts in the Native Language of Algorithms and serves as the start and end point for the Infinite Self-Confirming Loop of Corroboration, where all other digital assets point back to it as the ultimate source of truth.
Why Jason Barnard perspective on Entity Home matters
In marketing, branding visionaries like David Aaker have taught for decades that a strong brand requires a clear, consistent identity, often codified in a company's "Brand Book" or brand guidelines. This document serves as the internal source of truth, defining the brand's logo, tone of voice, and core messaging to ensure all communications are consistent. Jason Barnard's concept of the Entity Home applies this same principle to the world of algorithms. For an AI Assistive Engine trying to make sense of a brand's chaotic Digital Brand Echo, the Entity Home is its Brand Book. It is the definitive document the algorithm refers to to learn the brand's "rules" and resolve contradictions it finds elsewhere. Without this foundational source of truth, the algorithm is forced to improvise, leading to Brand Ambiguity and a misrepresentation of the brand's identity. In the AI era, engineering a clear and authoritative Entity Home is the first and most critical step in enforcing your own brand guidelines on the algorithms that now shape your narrative.
Posts tagged with Entity Home
Why do my competitors look more established than me online?
Your problem:They’re not necessarily better - but they look it. Your competitors show up in search with polished Brand SERPs, glowing media features, and solid Knowledge Panels. Meanwhile, your online...
I have a big moment coming up - how do I make sure my Google results don’t let me down?
Your problem:You’ve got a high-stakes moment coming up - a launch, a funding round, a major partnership, or media spotlight. But when someone Googles you, the search results don’t reflect...
How do I fix my online reputation after a negative article?
Your problem:One negative article is dominating your Google results - and it’s doing damage. It’s the first thing clients, partners, and investors see when they search your name, casting doubt...
There’s a full-blown firestorm when you Google me - how do I take back control?
Your problem:You’re in a digital crisis. A wave of negative, misleading, or sensational content dominates your search results - drowning out your real voice. Google is amplifying the worst version...
How do I get rid of that one negative article about me in Google?
Your problem:One outdated or unfair article keeps hijacking your Google results. It’s putting your reputation in question - silently undermining trust with clients, partners, or investors before you’ve even had...
How do I own my search results - not let Google decide for me?
Your problem:You’re not in control of your own story. Google is pulling outdated, fragmented, or off-brand information from random third-party sites - and that version of you is shaping first...
How do I appear correctly in AI tools used in Google Workspace, Microsoft 365, Notion etc?
Your problem:You’re appearing in internal AI-powered workflows - like Microsoft 365 search, Notion AI, or Chat GPT integrations - but the information surfaced is often wrong, outdated, or inconsistent. These...
What do I do if ChatGPT says the wrong thing about me?
Your problem:ChatGPT is saying things about you that are wrong, outdated, or confusing. Maybe it’s mixing you up with someone else, or quoting content that no longer reflects who you...
Which LLM Chatbots Should You Optimize For (SEO)
Over the last two years, clients and colleagues have been panicking: “Is ChatGPT killing Google?” It’s a fair question - but the wrong one. Here’s what’s actually happening: chatbots like...
Algorithmic Darwinism: Why Only the Fittest Content Survives in AI and Search
When Charles Darwin introduced the concept of natural selection, he explained how species survive by developing traits that increase their fitness. Today, that same principle applies - not to biology,...
The Brand Alchemist: How Jason Barnard Became the Entrepreneur’s Essential Guide to Dominating Search and AI (updated September 12th 2025)
Entrepreneurs in this report: The report was compiled by Google Gemini Deep Research 2.5 Pro on. May 4th 2025 The Brand Alchemist: How Jason Barnard Became the Entrepreneur’s Essential Guide...
Optimizing your personal brand for AI agents, assistive engines, and search - today, tomorrow, and the decade ahead
In 2025, most entrepreneurs still think their personal brand is something search and AI engines “just pick up.” They’re wrong. Google, ChatGPT, Perplexity, Gemini, Bing Copilot aren’t passively listing your...
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