Volpini: ChatGPT using Entities - the hidden Entity Layer

th3s3rp4nt
5. Nov. 2025
3 Min. Lesezeit

Aktualisiert: 5. Nov. 2025

Key Takeaways:

By recording, parsing, and analyzing these real-time data flows [from ChatGPT (Server-Sent-Events)], [Volpini] uncovered a hidden layer of entity infrastructure that extends far beyond language understanding, now encompassing products, organizations, people, and even moderation logic. [Therefore, he built] a custom Playwright-based recorder in Python to intercept and log ChatGPT’s internal /backend-api/conversation SSE stream.
LLM Chats / ChatGPT evolve by building structured Knowledge Graphs to understanding and answers similarly to Google
As Profound found a great shift in ChatGPT rankings indicating an algo-update they calles "The Entitiy Update"
Gabe accordingly sees a shift towards LLM/AI Chats evolving towards Google: ... the need for AI Search platforms to develop core visibility systems, anti-spam systems, understand site-level quality, authority, and more. Again, big changes coming across all of those platforms
Ray comments: the GEO industry learns about E-E-A-T, entities and the Knowledge Graph
SEO/GEO implications:
- structured data feeds are key for products / e-commerce / events etc.
- good SEO best practices to form EEAT apply more and more to LLM Chats while spam tactics will eventually work less effective
- optimize and maintain your clear stance in the Knowledge Graph
Promptwatch already included Entities in its LLM tracking

Product meta data from ChatGPT stream:

{
  "id": "2997526925583449256",
  "title": "Bialetti Moka Express (classic size)",
  "price": "€23.90",
  "rating": 4.7,
  "num_reviews": 5900,
  "merchants": "Unieuro + others",
  "featured_tag": "classic everyday model",
  "image_urls": ["https://...jpg"],
  "metadata_sources": ["p2"]
}

Product IDs are 18–20 digit numeric codes — matching Google Shopping catalog IDs, not GTINs.
All product URLs are empty strings — ChatGPT renders them internally, without external navigation.
The provider field ("p2") is consistent — suggesting a single, centralized product data source.

Mapping schema.org Mark-up to SSE entities:

SSE entity class	Primary Schema.org type	Key JSON-LD properties to include	Where it helps
person_entity	Person	name, sameAs, url, image, jobTitle, worksFor	Author panels, citations, E-E-A-T surfaces
organization_entity	Organization	name, url, logo, sameAs, brand, contactPoint	Brand cards, site links, knowledge answers
place_entity	Place or LocalBusiness	name, address, geo, openingHours, telephone, sameAs	Local AI results, maps, travel panels
event_entity	Event	name, startDate, endDate, location, organizer, offers	What’s on, ticketing answers
brand_entity	Brand	name, url, logo, sameAs, aggregateRating	Product clustering, brand overviews
product_entity	Product + Offer	name, description, image, brand, color, material, weight, category, inProductGroupWithID, sku, gtin*, isVariantOf; offers.price, offers.priceCurrency, offers.availability, offers.itemCondition, offers.inventoryLevel	AI shopping answers, price and availability, product comparisons

Product attribute map:

Feed field or detected attribute	Example value	Schema.org property	Notes
id	shopify_US_9020023177513_47811512729897	sku	Use variant id as sku
item_group_id	shopify_US_9020023177513	inProductGroupWithID	Stable group id across variants
title	Slim Ski Bag Martian Red	name	Keep variant-level name
description	Travel light and stylishly…	description	Plain text preferred
link	https://myblackbriar.com/…	url	Canonical PDP URL
image_link	https://cdn.shopify.com/…png	image	Array supports multiple images
additional_image_link[]	…01.jpg, …03.jpg	image	Append to image array
price	199.99 USD	offers.price and offers.priceCurrency	priceCurrency from suffix
sale_price	163.99 USD	offers.priceSpecification or a second Offer	Use UnitPriceSpecification or separate Offer for sale
availability	in_stock	offers.availability	Map to InStock, OutOfStock, PreOrder
inventory_quantity	2	offers.inventoryLevel	QuantitativeValue with value 2
condition	new	offers.itemCondition	NewCondition, UsedCondition, etc.
brand	Black Briar USA	brand.name	Wrap in Brand object when possible
color	Martian Red	color	Free text ok
material	N/A	material	Omit if unknown
weight	10 lb	weight	QuantitativeValue if you can parse unit
product_category	luggage & bags > backpacks	category	Use your site taxonomy or GPC
age_group	adult	audience.audienceType	Or PeopleAudience with audienceType
gender	unisex	audience.suggestedGender	Or audienceType “unisex”

Sources: