SEO SOP: Build a Brand Knowledge Base That Feeds Your Entity Home and Third-Party Mentions

Most brands describe themselves differently on every surface: one line on the about page, another on LinkedIn, a third in a guest post, and nothing at all in the places their buyers actually talk. Olesia Korobka, the SEO entrepreneur who founded WhiteLobby, fixes that from one source. She helps companies build a knowledge base about themselves and their industry, then uses it to feed the site, the profiles and what she calls a “fortress of mentions and correct mentions and content on the third party side so that they can be recognized and they can be heard and they can be findable.” She walked me through it when we recorded this Unscripted SEO interview in February 2025. This SOP turns it into a procedure you can start this week.

Objective

You finish with one written knowledge base about your company, built from what you’ve already recorded and published, and every public description of you drawn from it: the about page, the profiles you control, and the third-party mentions you earn where your audience actually is. Google, LLMs and buyers all meet the same plain facts. Olesia’s goal for clients: “I want the companies to have their buckets of information, valuable information, specific to their business and specific to their business goals.” This SOP is the source-of-truth half of entity work. For the markup side of a company knowledge panel, use our knowledge panel SOP for businesses. Everything attributed to Olesia comes from the February 2025 recording.

Key Steps

1. Pull what you’ve already said into one place. Start with the videos, podcasts and talks you’ve recorded, not a blank page. Olesia does this with her own videos, using tools like NotebookLM and LangChain “so that you can get lots of videos and get content from there and connect them into one database.” I’m doing the same with years of podcast episodes. Add your sales decks, support docs and the best of your published pages.
2. Distill the facts, tied to what you sell. From that pile, write down who you are, what you do, who you do it for, when and how you started, and who runs it. Keep only what helps the business goals. In Olesia’s words, you need “this condensed, distilled knowledge inside your industry about yourself that helps you achieve your business goals.” Cut the platitudes. I’ve audited plenty of about pages that only said the company was great at customer service and there when you need it, which could describe a cleaning company or a decor shop.
3. Rewrite the entity home from it. Olesia learned the entity home idea from Jason Barnard and optimizes the about page for every site and project she works on, “or sometimes it can be just a home page.” Put the distilled facts there in full sentences. This applies even if you sell B2B and don’t chase traffic: investors and partners still search for you to check you’re legit, and “you don’t look serious if you have only Instagram profile.”
4. Say it in plain text, not only in schema. Keep your schema for Google, but don’t rely on it for AI answers. Olesia’s point about the new crawlers: “they use schema for organizing their own knowledge, but they don’t use the schema on your website.” She also adds an llms.txt file so the models understand what you actually do. Our machine-readable companion file SOP covers that build.
5. Make every claim checkable. If the knowledge base says you have good support, the support page has to be one click away. Olesia’s complaint: “sometimes you say like, we have a good customer service and then you try to find a link to their customer service and you cannot.” Walk each claim on the about page to its proof page and fix the dead ends.
6. Find where your audience actually talks. The mention plan depends on the niche. In iGaming, Olesia says you need more mentions and more links. In highly technical niches, “you have like a few sources I can use and Reddit and something like that, and that’s it.” And “target audience sometimes sticks to one or two forums and that’s it. And YouTube.” List those few places by name before you pitch anything.
7. Earn correct mentions there, from the knowledge base. Send the same facts into every profile, guest post, interview, forum answer and video description. Olesia describes the goal as “third party content that references to you properly.” Those consistent third-party mentions plus your social profiles are what a knowledge panel can be built from: “you may have this knowledge panel in Google without any website, just by incorporating knowledge about you on the third party websites and in social media.”
8. Generate new assets from the base, and only the ones that sell. Olesia’s view is that the base outlives any one channel: “you can use this knowledge base to generate website, social profile, even blog posts, if you like, podcast, a video, anything, a tutorial, whatever else.” Skip the filler. “We don’t need to do many things like make generic blog posts.” When a fact changes, update the base first, then the surfaces that use it. (the update order is inferred)

Cautionary Notes

• Don’t drop the website. Olesia says a panel can form without one, but she’s just as clear that for SEO “it’s vital that you have a website,” and even a very small company needs “at least some kind of good landing.”
• Her picture of brands serving AI tools straight from an API, with no website at all, is a prediction she offered on tape, not something she said already works. Build the base so it’s ready for that, and keep publishing on the site you have.
• In restricted or highly technical niches you can’t publish everywhere. Chasing volume on sites your audience never reads wastes the effort. Go where they are, even if that’s two forums and a YouTube channel.
• Don’t score mentions by DR alone. Ask whether anyone reads the page and whether the mention describes you correctly.
• A knowledge base full of generic copy feeds generic copy everywhere. Step 2 is the step that matters.
• Olesia gave no timelines or numbers for this. It’s her working method from client and agency work, not a measured result.

Tips for Efficiency

• Start with whatever you’ve already recorded. Transcripts of your own talks give you facts in your own words faster than a writing session. (inferred)
• Keep the distilled facts in a short block you can paste: name, one-line description, founding, team, location, services. Use it for every bio and pitch. (inferred)
• Recheck what ChatGPT, Perplexity and Google say about the brand after each round of mentions, and log what changed. (inferred)
• For which sources to target niche by niche, read the full episode breakdown.
• Browse more repeatable plays in the SEO SOP archive.

Sources & Relevant Episodes

• Olesia Korobka, WhiteLobby – described building company knowledge bases (“buckets of information”) that feed the site, profiles and third-party mentions, how she optimizes the entity home, and where mentions come from in iGaming and technical niches, recorded February 2025. Find her at olesiakorobka.com.
• Read the full breakdown: brand mentions for AI visibility, niche by niche, with Olesia Korobka on SEO Arcade.
• Read the episode recap: Olesia Korobka on building brand fortresses and knowledge graphs on Unscripted SEO. Listen on the podcast or watch on YouTube.
• Building the markup side of a company panel? Start with SEO SOP: Creating and Optimizing Knowledge Panels for Businesses.