Entity matching (EM), which identifies whether two data records refer to the same real-world entity, is crucial for knowledge base construction and enhancing data-driven AI systems. Recent advances in language models (LMs) have shown great potential in resolving entities with rich textual attributes. However, their performance heavily depends on how structured entities are “talked” through serialized text. The impact of this serialization process remains underexplored, particularly for entities with complex relations in knowledge graphs (KGs). In this work, we systematically study entity serialization by benchmarking the effect of common schemes with LMs of different sizes on diverse tabular matching datasets. We apply our findings to propose a novel serialization scheme for KG entities based on random walks and utilize LLMs to encode sampled semantic walks for matching. Using this lightweight approach with open-source LLMs, we achieve a leading performance on EM in canonical and highly heterogeneous KGs, demonstrating significant throughput increases and superior robustness compared to GPT-4-based methods. Our study on serialization provides valuable insights for the deployment of LMs in real-world EM tasks.