What this step answers
What must you be known for, and what are buyers actually asking?
Entity mapping
Entity mapping is writing down what a machine has to be able to verify about your company: what you make, which industries and countries you serve, what you are qualified to speak about, and how each of those connects to the others. It is not a description of you. It is the set of facts an answer about you would have to be built from.
A machine has no impression of you. It has facts it can corroborate, facts it cannot, and gaps it has no way of knowing are gaps.
The query universe
A query universe is the complete set of questions buyers ask on the way to choosing a supplier — not the ones you rank for, and not the ones with search volume attached. It includes the comparisons, the objections and the awkward questions nobody puts to a salesperson.
What we do
- Write down what you must be known for, as facts a machine can verify
- Compare that against what the systems currently believe, using the Baseline capture
- Collect every question your buyers ask, from sales conversations, quotes and support
- Assign one question to one page — never two
- Put them in build order: highest buying intent and smallest gap first
What you receive
The Entity Map and Query Universe.
This step has no number of its own
Inventing one would be dishonest. It produces a decision.
The early signal is that once your wording is fixed and used identically everywhere, the systems’ descriptions of you start to converge on it.