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Episode #84

Close the Entity Gap Before AI Does It for You

When your website, Instagram, and LinkedIn say different things, AI and humans see two different people. Close the entity gap and you win.

6 min 48s
Listen on:SpotifyApple PodcastsYouTube

Key takeaways

  • Audit all three surfaces (website, social channels, LinkedIn) side by side and check whether a stranger would recognize the same business across all of them.
  • Extract ring zero first: write down your entities, your target audience, your frameworks, your core topics, before publishing anything.
  • Repeat your five to seven core topics consistently across every channel. Different story, different format, same entities every time.
  • Stop adapting your persona per platform. Being the entrepreneur on LinkedIn and the entertainer on Instagram creates the entity gap that AI and humans cannot close for you.
  • Measure the entity gap now. Take 30 minutes, search your own business across all channels as a stranger would, and note where the message breaks down.

Timestamps

00:00The problem: your business looks different on every channel
00:45What the entity gap is and why it costs you customers
01:59Rings of Entity framework explained
04:00Same words, same entities, every channel
04:3150% AI, 50% humans are searching for your business right now
05:02What fast-growing brands actually do
05:59Ring zero: the most valuable thing most entrepreneurs never publish
06:28When ring three kicks in, it's magic
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Read the blog article

What Is the Entity Gap and Why Is It Killing Your Business?

Show notes

What this episode is about

Most businesses have an outdated website and a current Instagram, and they treat LinkedIn as a separate professional persona. The result: AI and humans reading across those channels conclude they are looking at two different people. Paul Veth calls this distance the Entity Gap, and this episode is about closing it using the Rings of Entity framework.

Rings of Entity - Paul Veth

  • Ring 0: What lives in your head. Your vision, strategy, target audience, passion. Most entrepreneurs never get this out of their head.
  • Ring 1: Your own website. You control it completely. This is where ring zero becomes visible.
  • Ring 2: Your social channels. Instagram, LinkedIn, TikTok, YouTube, Reddit, X. Same entities, same words, same frameworks as ring one.
  • Ring 3: Other people talking about you on their channels and websites. This is the result of rings zero, one, and two being tight.

Key insights from this episode

  • Today's AI models go online and search for your business the same way humans do. Paul frames the current split as 50% AI, 50% humans reading your content.
  • Fast-growing brands repeat the same five to seven core topics consistently, presented differently but built on the same entities every time.
  • If a potential customer has to ask "am I the right customer for this business?", the entity gap is already costing you that lead.
  • Ring three, other people mentioning you as the solution to someone else's problem, is not a strategy you execute directly. It's what happens automatically when rings zero through two are aligned.

The fix

Start with ring zero: write down your entities. Who you are, what you do, who you are for, your frameworks, your methods. Use AI to help you articulate them. Then put those exact entities on your website, then on your social channels, and repeat them consistently. That's it.

Topics

entity gaprings of entityAI discoverabilitybrand consistencyonline presence strategyidentity firstPaul Vethentity-based SEOpersonal brand alignment

Full transcript

View full transcript
0:00
0Do you have the same business on your website as it is on Instagram or on LinkedIn? Probably not. Most businesses make this big mistake. They have most of the time, maybe not you, maybe for you it's the other way around, an old website with old information. And then you have an Instagram that's totally up to date.
0:23
0But if humans and AI are reading your Instagram page and your website, they think you are two persons, two different kind of persons. And when they start to read your LinkedIn, they are like, Okay, they are lost. Who is this person? What is this business for? They all need to be aligned.
0:45
0If they are not, this is called the entity gap. That's why I work with the rings of entity. This is so important and nowadays easy to do, but they need to be aligned. Otherwise AI or a human starts to read your business on different platforms and is thinking like, what are you selling? Am I your right target audience or target customer?
1:13
0And if a potential customer customer needs to ask that question, am I the right customer for your business? It's never going to work, of course. And I understand this because it's very difficult if you are doing it in the old manual way, say like the twenty twenty way or twenty ten way, you have to manually update your website, your Instagram, your LinkedIn all the time And what a lot of business people do, a lot of entrepreneurs, they think, but on LinkedIn I need to be more the entrepreneur. And on Instagram I need to be more like, Okay, the entertainer and making nice pictures. And on TikTok I need to dance.
1:59
0And on my website I just need to give some information. But that sounds different on every channel And that's not working because it starts with you, with who you are as a founder, with who you are in the business. And that's an important thing because if you start with who you are and you make sure your entities are the same on every channel, you start with your own website, rings of entity, ring zero is what lives in your head, your vision, your strategy, your passion, your business, your target target audience, everything. Ring one is your website, you control it. Your website is controlled by you totally, If you have the right partner to build your website, of course, then ring two are your social channels, Instagram, LinkedIn, TikTok, Reddit, X, etc.
3:02
0And ring three are other people talking about you on their social channels or websites. So this is these are the rings of entity, because for you it's important to understand that the same things you say on your website, your entities, needs to be the same entities on your social channels, and eventually that's a result in ring three. People will start to talk about you the same way as you talk about yourself. And that's key because at that moment a customer of yours can talk to a potential customer of yours and explain very clear who you are, what you do and why your solution is going to help them. It's because the message is clear to everyone and it starts in your head, ring 0, and then you have to put it on your website, ring 1.
4:00
0But you have to send the same message, the same words, the same entities, the same frameworks, methods. Stuff like that. Who you are, where you are, who you are for. All the entities you can ask AI to help you with writing down your entities for your business and you have to put those on your social channels as well. And you have to repeat it because nowadays most AI models are up to date.
4:31
0They are going online and search for your business just as humans do. So it's fiftyfifty 50% AI, 50% humans. And they are going to search for your business and you need to be aligned over all your channels. And if you do it like that and you start repeating your frameworks, your methods, your entities at that moment, people start to recognize you. That's why you sometimes see brands grow very fast.
5:02
0What do they do? They repeat the same things over and over and over again. The same topics, the same five to seven topics. Maybe presented in a different form in another way with a different story. But the core is the same.
5:23
0These entities are growing very fast because people and AI, they need the repetition. They need to see you are talking about the same things over and over and over again. And it doesn't matter if you are high end luxury car rental service or you are a tailor, or you are an artist or a coach or a trainer. It doesn't matter. You just have to find your own entities and you have to name them consistently over all your channels in the same way.
5:59
0So rings of entity, ring zero what lives in your head, that's the most valuable part most entrepreneurs leave in their head, but you have to put it on ring one, your own website. It needs to be up to date. After that you place it on 02. Your social channels Instagram, LinkedIn, YouTube, everywhere, and then ring three is the result. People start to talk about you in the same way.
6:28
0They even start to mention you on Instagram or LinkedIn when they see people having a problem. You are the solution for and that when that happens, it's magic. But it's all about. The core, the entity. Close the entity gap and you will win.

Frequently asked questions

What is the entity gap?

The entity gap is the distance between what you know about your business and what AI and humans actually see when they search for you across different channels. When your website, Instagram, and LinkedIn say different things, that gap is wide, and it costs you customers and discoverability.

What are the Rings of Entity?

The Rings of Entity is a framework by Paul Veth with four concentric rings. Ring zero is what lives in your head. Ring one is your website. Ring two is your social channels. Ring three is other people talking about you. The first three need to be tight before ring three delivers results on its own.

Why do I need to repeat the same topics on every channel?

Both AI models and humans need repetition to recognize what you stand for. Fast-growing brands repeat the same five to seven core topics consistently across all channels. Different format, different story, same entities every time. Consistency is what makes you recognizable and findable.

Does AI really search my business like a human does?

Yes. Current AI models go online and search for your business the same way humans do. Paul Veth frames the current reality as 50% AI and 50% humans reading your content. If your channels are not aligned, neither group can figure out who you are or whether you are the right solution for them.

Where do I start if I want to close my entity gap?

Start with ring zero: extract what lives in your head. Write down your entities, your target audience, your frameworks, and your core topics. You can use AI to help articulate them. Then put those exact entities on your website first, followed by your social channels, and repeat them consistently.

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Discussion

The entity gap idea hits hard: if your website, Instagram, and LinkedIn tell three different stories, AI pieces together a version of you that you never intended. Where do you notice the biggest inconsistency in your own online presence right now, and what's stopping you from fixing it?

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