Entity Confidence
How sure AI systems are about what a brand is; it rises when independent sources agree.
Entity Confidence is Peter Victor Jones's term; the book's author note credits him with coining it. His own chapter is Peter Jones: Share of Answer Is the Only PR Metric That Pays.
From Digital PR for AI Search. Digital PR for AI Search glossary.
THE BOOK
What is Entity Confidence?
The book's full passage, from Peter Jones: Share of Answer Is the Only PR Metric That Pays:
Entity Confidence is how sure the machines are about what you are. It rises when independent sources agree and falls when they do not, and most brands have spent years lowering it by accident, one slightly different description at a time. The fix is boring and it works: one canonical set of facts, repeated across every placement, measured monthly.
Where does the book define it?
The book defines it in Peter Jones: Share of Answer Is the Only PR Metric That Pays.
It comes back to the idea in Chapter 9: Consistency Across Coverage Is the Multiplier.
Who coined it?
Peter Victor Jones, one of the four authors. More about Peter Victor Jones, or his own site.
No page on petervjones.com defines it on its own yet (checked 7 November 2026); the book's passage above is the definition.
Other firms use similar phrases for similar measures; this page records the term as the book uses and credits it.
