Entity Presence Scorecard
Session 10.1 · ~5 min read
You have spent nine modules building entity signals across multiple dimensions: NAP consistency, structured data, entity linking, Google Business Profile, Wikidata, brand SERP, technical SEO, site architecture, content, and social foundations. Each dimension contributes to how search engines understand and trust your entity. But without a single document that tracks all of them together, you are flying blind.
The Entity Presence Scorecard is that document. It is a structured assessment tool that scores your entity across nine dimensions on a 1-to-5 scale. You fill it out at baseline, then again each quarter. Over time, it becomes the most valuable artifact in your entity strategy: a longitudinal record of where you started, what you improved, and what still needs work.
What gets measured gets managed. What gets ignored gets forgotten.
The Nine Dimensions
Your entity does not live in one place. It exists across a network of signals that search engines aggregate into a single understanding. The scorecard captures all nine signal categories that this course has covered.
Scorecard"] --> A["NAP Consistency"] E --> B["Structured Data"] E --> C["Entity Linking"] E --> D["Google Business Profile"] E --> F["Wikidata / Wikipedia"] E --> G["Brand SERP"] E --> H["Core Web Vitals"] E --> I["Citations & Mentions"] E --> J["Content & Social"] style E fill:#222221,stroke:#c8a882,color:#ede9e3 style A fill:#222221,stroke:#6b8f71,color:#ede9e3 style B fill:#222221,stroke:#6b8f71,color:#ede9e3 style C fill:#222221,stroke:#6b8f71,color:#ede9e3 style D fill:#222221,stroke:#6b8f71,color:#ede9e3 style F fill:#222221,stroke:#6b8f71,color:#ede9e3 style G fill:#222221,stroke:#6b8f71,color:#ede9e3 style H fill:#222221,stroke:#6b8f71,color:#ede9e3 style I fill:#222221,stroke:#6b8f71,color:#ede9e3 style J fill:#222221,stroke:#6b8f71,color:#ede9e3
Each dimension is scored independently. The total is less important than the pattern. A business with a perfect NAP score but zero structured data has a lopsided entity. The radar chart makes that immediately visible.
Scoring Criteria
Each dimension uses a 1-to-5 scale. The criteria are specific enough to be repeatable. Two different people scoring the same entity should arrive at the same numbers, or close to them.
| Dimension | 1 (Critical) | 2 (Poor) | 3 (Acceptable) | 4 (Good) | 5 (Excellent) |
|---|---|---|---|---|---|
| NAP Consistency | Major inconsistencies on 5+ platforms | Inconsistencies on 3-4 platforms | Minor variations on 1-2 platforms | Consistent everywhere, minor formatting diffs | Identical across all platforms, verified |
| Structured Data | No JSON-LD on any page | Basic Organization only, errors present | Organization + 1 type, no errors | Multiple types, nested, validated | Full coverage, @id pattern, zero errors |
| Entity Linking | No sameAs, no cross-linking | 1-2 profiles linked one-way | 3-4 profiles, bidirectional | 5+ profiles, sameAs in schema | Complete graph, all profiles verified |
| Google Business Profile | No GBP or unverified | Verified but incomplete | Complete info, no posts or photos | Active posts, photos, some reviews | Fully optimized, regular posts, 10+ reviews |
| Wikidata / Wikipedia | No Wikidata item | Item exists, minimal properties | Item with 5+ properties, sourced | Item with 10+ properties, linked | Wikipedia article or strong Wikidata entry |
| Brand SERP | Brand name does not rank #1 | Homepage #1, no other owned results | 2-3 owned results in top 10 | 5+ owned results, image pack | Dominated SERP, Knowledge Panel present |
| Core Web Vitals | All metrics fail | 1 metric passes | 2 metrics pass | All pass, minor optimization needed | All green, fast on mobile and desktop |
| Citations & Mentions | No citations anywhere | 1-2 directory listings | 5+ listings, some industry directories | 10+ listings, press mentions | 20+ citations, authoritative mentions |
| Content & Social | No about page, no author info | Basic about page, no social profiles | About page + 2 social profiles | Entity-supportive content, active socials | Content calendar, author schema, verified socials |
The Radar Chart
Numbers in a table tell you the score. A radar chart tells you the shape. The shape matters because entity authority is about balance. A severely lopsided profile signals to search engines that something is incomplete or potentially suspicious.
Below is a sample radar chart comparing a baseline assessment (Month 0) against a three-month follow-up (Month 3). The baseline entity had strong NAP but weak structured data and no Wikidata presence. After three months of targeted work, the profile filled out.
How to Score Your Entity
The scoring process is straightforward but requires discipline. Do not guess. Each score should be backed by evidence you can point to: a screenshot, a URL, a validation report, a search result.
Step 1: Gather evidence. For each dimension, collect the relevant data. Run the Rich Results Test. Search your brand name. Check your GBP. Pull up your Wikidata item. Run PageSpeed Insights. This takes 30 to 60 minutes the first time.
Step 2: Score each dimension. Use the criteria table above. Be honest. A 3 is not a failure. It is acceptable. Most entities at baseline will score between 1 and 3 on most dimensions. That is the entire point of measurement: to establish where you are, not where you wish you were.
Step 3: Document the evidence. For each score, write one sentence explaining why. "NAP: 4. Consistent across Google, Bing, Facebook, LinkedIn. Minor formatting difference on Yelp (suite number omitted)." This documentation is what makes the scorecard repeatable.
Step 4: Calculate totals. The total score (out of 45) gives you a rough benchmark. But pay more attention to the shape. A total of 27 with all 3s is very different from a total of 27 with five 5s and four 1s.
When to Score
Score at baseline (now). Score again at the end of Month 1, then quarterly after that. The quarterly cadence matches the speed at which entity signals propagate through search engines. Google does not re-evaluate your entity daily. Changes to structured data, Wikidata, and citation profiles take weeks to reflect in search results.
Scoring more frequently than monthly creates noise. Scoring less frequently than quarterly means you lose the ability to connect specific actions to specific outcomes.
The Scorecard as Communication Tool
If you work with stakeholders, clients, or team members, the radar chart is the single most effective way to communicate entity status. A table of metrics requires explanation. A radar chart communicates instantly: here is where we are strong, here is where we are weak, here is where we improved.
Include the radar chart in quarterly reports, client presentations, and internal reviews. It becomes the anchor of every entity conversation.
Further Reading
- Kalicube: Brand SERP Measurement and Grading
- ThatWare: What Is an AI Search Visibility Scorecard?
- Jason Barnard: Entity Maturity in SEO
- Fast Frigate: The Brand Entity Stack
Assignment
Create your Entity Presence Scorecard for a real entity (your business, your personal brand, or a client).
- Score all nine dimensions using the criteria table. Document the evidence for each score in one sentence.
- Calculate the total score out of 45.
- Create a radar chart (use Chart.js, a spreadsheet tool, or draw it by hand) showing the current shape.
- Identify the two lowest-scoring dimensions. For each, write one specific action you would take in the next 30 days to improve the score by at least one point.
- Save this scorecard. You will update it in Session 10.10.