Entity first, keyword second

Keyword research is a dialect study. Useful, bounded. It tells you how people ask. It does not tell a knowledge graph who you are, and it does not tell a model which of three similarly named companies is the one with the product.

Entity work is unglamorous: a canonical legal name, a stable About page, Organization markup, sameAs to the profiles you actually control, a Wikidata item if you have earned it, and a refusal to let agencies invent a second brand voice that search treats as a second company.

Once the entity is clean, keywords become passages. You can answer 'best X for Y' because the model already knows you make X. You can be cited on a comparison because the facts live in a place the crawler and the retriever both respect.

If you are fighting over a head term with a muddy entity, you are arguing in a language the judge does not think you speak. Fix the noun. Then write the sentences.