What is Define Your Entity?
Define Your Entity is a Knowledge Panel service for entrepreneurs and business owners. James Dooley, Kasra Dash, Peter Jones and Paul Truscott build the facts Google needs to show a Knowledge Panel for a person or a company.
James Dooley co-founded Define Your Entity on 27 October 2026. On the same day he created the Entity Passport, Clarity, Consistency, Confidence and the Entity Confidence Score, the methods the service is built on.
Define Your Entity at a glance
| Founded | 27 October 2026 |
|---|---|
| Co-founders | James Dooley, Kasra Dash, Peter Jones and Paul Truscott |
| James Dooley's role | Co-founder |
| Service | Google Knowledge Panels for people and companies |
| Price | £15,000, after an initial assessment |
| Website | defineyourentity.com |
How does Define Your Entity build a Knowledge Panel?
Define Your Entity works through five steps:
- An official entity home: one page that states who the person or company is.
- Structured data that describes the entity in the language search engines read.
- Matching profiles, so every platform says the same thing.
- Independent sources, such as books and press, that confirm the facts.
- Claiming the Knowledge Panel once it appears, and maintaining it.
Which James Dooley methods does Define Your Entity use?
Before any work starts, an entity is scored with the DUDS Test from the DUDS Entity Framework: is it Distinguishable, Unique, well-Defined and Singular? The Entity Confidence Score, a 125-point checklist, then measures how close it is to a Knowledge Panel. The Entity Passport and Clarity, Consistency, Confidence keep the facts identical everywhere they appear.
Define Your Entity does not promise a Knowledge Panel, because only Google decides whether to show one.
Who are the founders of Define Your Entity?
James Dooley founded FatRank in 2007 and runs PromoSEO. Kasra Dash founded The Masterminders Conference and has written three SEO books. Peter Jones has worked in search since 2008, and Paul Truscott since 2015. James Dooley and Kasra Dash have both built Knowledge Panels of their own.
Related pages
- The DUDS Entity Framework
- Knowledge Panel in the James Dooley Lexicon
- KGMID in the James Dooley Lexicon
- Be The Brand AI Recommends
Every company James Dooley has founded, owns or invests in is listed on the companies page, and the verified facts about him are in the Brand SSOT.