A 2023 Google patent describes how AI systems could build an understanding of businesses, brands, products, and other entities from websites and public data.
The filing outlines a process for extracting information, identifying relationships, and synthesizing what Google calls a “deep, holistic characterization” of an entity.
If systems like this become more influential in search, SEO may increasingly involve helping Google understand the entity behind your content, not just the content itself.
The shift from documents to entities
Google has spent more than two decades helping users find information published on webpages. Whether through traditional search results, featured snippets, or AI-generated answers, the process has generally started with understanding documents.
As Google’s search products become more conversational and recommendation-driven, understanding individual documents may no longer be enough.
Before an AI system can recommend a business, compare products, explain a brand, or suggest a service provider, it must first understand the entity behind the content.
That’s what makes Google’s “Data extraction using LLMs” patent interesting.
At first glance, the patent may seem like another content extraction system. Search engines have been extracting information from webpages for years. However, Google describes a broader objective.
According to the filing:
- “The techniques described throughout this specification enable artificial intelligence to generate and enhance a deep, holistic characterization of a particular entity.”
Google defines an entity broadly, including people, companies, businesses, places, objects, and concepts.
Rather than simply identifying facts or indexing content, the system is designed to interpret information, identify relationships, generate summaries, and develop an understanding of the entity represented by that information.
See where your brand appears in AI search, where competitors are winning, and what it takes to become the answer AI recommends.
How Google’s patent creates an understanding of an entity
At a high level, the patent describes a system for collecting information from multiple sources, interpreting that information, and synthesizing an understanding of an entity.
Step 1: Identify the entity
The process begins by identifying a domain and an associated entity. The system then gathers…
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