Our founder Dan M. Jones has recently co-authored a new SEO book titled KGMID SEO: Claim Your Entity Before Google Defines It for You. It looks at a part of SEO that most business owners never think about: the internal record Google keeps of who you are, separate from your website and separate from your rankings.
Who Co-Wrote The Book With Dan?
Dan co-wrote the book with AI James Dooley, Paul Truscott, Mike Lovatt, Peter Victor Jones, Jesper Nissen, Luke Bastin, Germans Frolovs, Vaibhav Sharda and Stewart Vickers, ten SEO practitioners in total. It was published by Omnipressent.
What Record Is Google Already Building About You?
Every time Google is confident enough about who or what a business, person or brand is, it assigns that entity a unique ID inside its Knowledge Graph, known as a KGMID. This is the same system behind Knowledge Panels, the info boxes that show up on the right side of a Google search when you look up a major company or public figure. If your brand has a KGMID, Google is treating you as a distinct, confirmed entity rather than just a website matched to a search term.
The catch is that Google builds this profile using whatever it can find about you, scraping together bits from your site, directory pages, reviews and mentions elsewhere online, with or without your input. When those pieces do not line up cleanly, the resulting profile tends to be thin or muddled, and a muddled profile is a hard one for Google to trust enough to show off in a Knowledge Panel.
Why Does This Matter More Now?
More and more searches now get answered directly by AI, through Google’s AI Overviews or through tools like ChatGPT, rather than by someone scrolling through ten blue links and picking a website themselves. In that setup, being a clearly recognised entity in Google’s Knowledge Graph plays a much bigger part in whether a business gets mentioned at all.
KGMID SEO: Claim Your Entity Before Google Defines It for You makes the case that this shifts entity building from a nice extra to something close to essential. When an AI system cannot work out with any confidence who you are, it will not take the risk of recommending you. It falls back on a brand it can identify clearly instead, and there is a good chance that brand is a competitor rather than you.
What Does The Book Actually Cover?
The book breaks the process down into a few practical stages. It starts with locating the KGMID Google may already have assigned to your brand, then consolidating your information into one canonical entity home rather than leaving it spread across several partial profiles, and using corroboration, meaning genuine mentions of your brand from other reputable sites, to back up the facts you are claiming about yourself.
From there it covers what claiming and actively managing a Knowledge Panel looks like once your entity becomes resolvable, including how to handle it if you share a name with someone else, and how to track progress using measures like entity confidence and share of answer.
It closes with individual opinion chapters from each of the ten authors, who do not all agree on how far this approach should go, so readers get a mix of viewpoints rather than one single formula.
If you handle SEO for your own business or want a clearer picture of how Google decides which brands it trusts enough to recommend, KGMID SEO: Claim Your Entity Before Google Defines It for You is a useful place to start.
Where Can You Buy The Book?
If you’re in the UK, you can find it on Amazon UK. If you’re in the US, it’s on Amazon US.
It is also available on Google Books, Google Play Books and you can read the reviews on Goodreads. You can read more about the book, including its full chapter breakdown and author profiles, at kgmidseo.com.
Fantastic read from some serious contributors.