This is a follow up on
Bill Slawski argues that brand mentions are not a good way to describe what Google is doing. He " prefers the word “entity’ because it could apply to any type of entity, such as a persons name or place as easily as a product line or a brand. "
The patent mentions "reference queries" a lot. And " a reference query is one or more queries that a page on a site might be identified as being optimized for ". " The higher the count of referring queries a section of a site might be found for, the lower the quality of that section of pages. "?