The Official Page Your Entity Still Does Not Have

Plenty of sites carry an “About” page, a “Our story” page, and a “Company” page. All three tell the same thing in different words.

Whoever reads them is left unsure which definition is the official one. And doubt does not become a record. ¹

What an entity home is

It is the official page of your entity. One page, on a domain you control, at an address that never changes, saying who you are, what you do, for whom, and since when.

The name matters because it separates that page from any generic “About Us”. This is called an entity home, and it is what every profile, citation, and listing of yours should point to. ¹

The term has an author, and the rule of this house is to say who. Entity home was coined by Jason Barnard, of Kalicube, who defines it as “a single page representing the entity”. ² The concept is his. What we bring here is the application, with the rules we learned by using it.

The distinction that clears up most of the confusion is one line from the book. The homepage sells, the entity home defines. ³ The homepage of a site moves with every campaign. The definition of who you are cannot live on a page that moves with every campaign.

The three rules, and each one exists because we have seen all three broken

One page only. Three company pages telling versions of the same story are three documents for the machine to reconcile. The official definition has to be single. ¹

The address never changes. Think of the phone number printed on everything your company ever handed out: the card, the envelope, the ad, the invoice. Changing the number hits everything that left your hands, and you collect none of it back. Changing the URL of the entity home does that to every citation and every profile that ever pointed there. ¹

The content matches the rest of the internet. Same name, same description, same attributes, on every channel. An official page that contradicts your professional profile becomes one more document in the dispute, instead of the resolution of it. ¹

What the page carries

The canonical version of the facts: the full official name, what the entity is in one citable sentence, and the confirmable attributes, such as founding date and address. Plus the declared exits to the profiles and domains of the same owner.

That last part has a technical name, sameAs, and a practical rule. The domain that receives corroboration from outside is the one that declares sameAs for everything else. The entity home points at the profiles, and the profiles point back. ⁴

How we practice what is written here

This site follows the rule it recommends. The about page is the declaration of the company. And the partner pages do not compete for their own names: they point the canonical version to the entity home of each partner, on their own domains. It is verifiable in the code, and the consulting practice builds the same architecture for clients.

The entity home is the first piece of Entity SEO work, because everything that comes after points at it. Corroboration with no official home is a reference with no address to deliver to.

Frequently asked questions

Does the entity home replace the “About” page?

It takes over the official role. If two or three company pages exist today, one becomes the home and the others point at it, or come down.

Can it be the homepage of the site?

On a small personal brand site, sometimes. In a company, almost never: the homepage moves with the business, and the definition needs a stable address. The homepage sells, the entity home defines. ³

Do I need a developer for sameAs?

For the markup, it helps. For what matters, no: the list of what belongs to the entity is owner’s work, and it is that list the implementation declares.

How long until it takes effect?

The page is foundation, and not leverage. The effect shows when external sources start pointing at one single place, and that is measured in months, not days.

Notes and sources

1. Daniel Sócrates, “AI Search Optimization” (“SEO de Entidade”, Portuguese edition), 2026, chapter 12, “Dê à sua entidade uma casa oficial” (Give Your Entity an Official Home): the three rules of the entity home, the image of the printed phone number, and the consequence of doubt between company pages.
2. Jason Barnard, Kalicube, creator of the term entity home, defined as “a single page representing the entity”: kalicube.com/learning-spaces/faq-list/entity-home/what-is-an-entity-home/. Consulted on September 2, 2026. Barnard has used the term publicly since 2015 and is the author of “The Fundamentals of Brand SERPs for Business” (2022) and “Your Instruction Manual for Google Knowledge Panels” (2025).
3. Daniel Sócrates, “AI Search Optimization” (“SEO de Entidade”, Portuguese edition), 2026, chapter 12. The formulation “a home vende, a entity home define” (the homepage sells, the entity home defines) is the book’s.
4. Same work, chapter 12, in the section on the sameAs property: the declaration serves to disambiguate, never as a shortcut to rank, and the domain that receives corroboration is the one that declares.