Entity-based SEO shifts the target from strings (keywords) to things (entities). Search and generative engines increasingly resolve a query to entities in a knowledge graph, then answer using what they know about those entities and how confidently they can disambiguate them.
The work is making a brand an unambiguous, well-described node: consistent name, category, and location signals (NAP), Organization and industry-specific schema, a clear sameAs graph linking to authoritative profiles, and corroborating third-party mentions. The higher an engine's confidence in the entity, the more likely it is to name and cite it.
For an ABA provider or behavioral health SaaS, entity clarity is the difference between an engine confidently recommending you and hedging with a generic directory — because it isn't sure who you are.