Ultimate Entity SEO Guide and Why It Matters for Your Online Business

As a marketer, you are aware of how crucial SEO is to the expansion and recognition of your business. Additionally, you are aware that SEO is continuously undergoing new developments in terms of tactics and best practices.

Marketers must be adaptable enough to change their strategies as technology and search engine algorithms change.

Since the early days of link building and keyword stuffing, the Google algorithm has advanced significantly. The most significant change was shifting the emphasis away from keywords and toward entity-based search engine optimization (SEO).

Traditional SEO employed a straightforward strategy that focused on keywords and the user intent that underpinned them. The newest emerging star in the SEO industry is entity SEO, or SEO that focuses on entities.

But as Google works to enhance search, it goes further: it takes into account a variety of elements, including context, user intent, and relationships between words, which constitute contemporary entity-based SEO.

In the emerging sector of entity-based SEO, where there are many opportunities, sound strategies still need to be established. This covers the philosophy, the methods, and the resources for utilizing entities to enhance your website.

Let’s start by clearing up any misunderstandings about what SEO entities actually are. Entities and their significance in the development of web indexing have previously been the subject of numerous papers.

But many professionals still find it challenging to comprehend. How may entities be utilized to enhance website performance? Why is it possible to put up a long-term SEO strategy?

This tutorial seeks to explain why entities are necessary for your SEO campaign to be more successful as well as how to utilize entities to enhance on-page SEO, consolidate a site’s architecture, and enhance your traffic generation tactics.

In this article, we’ll explain what entities are and why they’re important to SEO because it might be challenging to comprehend and include them into your SEO methods.

Additionally, we’ll go over some of the advantages of entity SEO and how you can use entities to increase your SEO game and boost your ranks.

seo entity

What Does an SEO Entity Mean?

Search engine optimization, or SEO, is the process of boosting both the volume and quality of visitors to your website via natural search engine results.

To improve traffic, SEOs have mostly concentrated on keywords from the beginning.

The main goal of entity-based SEO is to concentrate on entities rather than keywords. When put that way, it is straightforward but necessitates a significant shift in perspective.

Search engine optimization, or SEO, is the process of boosting both the volume and quality of visitors to your website via natural search engine results.

Entity-based By tying together user intent, context, and the interaction between words, search engines try to produce the most accurate search engine results, which is what SEO refers to.

Language has subtleties that only humans can comprehend; sentences are frequently processed literally by machines.

Entity By constructing knowledge graphs from the Google Knowledge Graph, LinkedIn, Wikidata, or Amazon’s product graph, SEO links entities with their meanings, contexts, and intentions.

For instance, an information panel for Edward Cullen appears when the actor who plays the “shiny vampire in Twilight” is searched for. The actor who portrayed the part, “Robert Pattinson,” is also mentioned by the panel.

Without our saying “Robert Pattinson” or “Edward Cullen,” Google provided the answer.

Once it is published, the knowledge graph article that is in the works can take its place.

Thanks to entity SEO, Google can respond to even the most general queries.

Anything that is “single, unique, well-defined, and recognizable” is considered an SEO entity, according to Google.

According to this definition, an entity can be anything that isn’t an actual or physical item, such as a color, date, unit of currency, or concept. An entity carries meaning and is distinct from the language and related terms that designate it, in contrast to keywords, which spell out a word particular to a language.

To improve traffic, SEOs have mostly concentrated on keywords from the beginning.

The main goal of entity-based SEO is to concentrate on entities rather than keywords. When put that way, it is straightforward but necessitates a significant shift in perspective.

While keywords have been the primary emphasis of ranking for SEO for many years, a new sort of criteria is now factoring into Google ranks. That is an entity.

What, though, is an entity? Anything that is “single, distinct, well-defined, and distinguishable” is what Google describes as an entity.

That still leaves a lot of space for interpretation, though. An entity doesn’t have to be a real thing or even a particular word or phrase like a keyword.

Instead, an entity exists independently and may be located using a variety of search terms.

Entities include, for instance:

  • People
  • Places
  • Ideas
  • Brands
  • Books
  • Objects
  • Companies
  • Domains
  • Events
  • Colors
  • Dates
  • Currencies
  • Animals
  • Shows
  • Media

In other words, rather of merely being a single query, entity SEO employs context to generate an entity that can be found through a variety of searches.

Since anything that can be uniquely described is considered an entity, the search engine employs broader cues as opposed to more specific terms to determine what the search query is trying to find.

Entity vs Keywords

Keywords are no longer the main emphasis of a Google search; instead, entities are.

But why is there a change in this? Are keywords also completely irrelevant today?

What is an entity?

A single, clearly defined thing or notion that may be linked to a knowledge network is generally referred to as an entity (or named entity, to be more accurate).

An entity, as opposed to a keyword, which is ultimately just a set of letters unique to a language, has meaning and is unrelated to the language or the synonyms that identify it.

In the area of SEO, an entity is more specifically any topic that may be connected to the knowledge graphs of search engines, such the Google Knowledge Graph.

We are aware that Wikipedia served as the Knowledge Graph’s main trustworthy seed set. Any topic that can be related to a Wikipedia article page will be referred to as an Entity for the sake of simplicity (other than disambiguation or a category pages).

For a number of reasons, Google is moving away from keywords. The first is the ambiguity of keywords.

Consider the word “apple.” Are you seeking details on the fruit or the brand when you type “apple” into a search engine?

Because they aren’t finding what they’re looking for, searchers may become frustrated and confused as a result.

Because keywords are frequently quite specialized to a particular language, it can be challenging to identify between them when a single term is translated into several distinct languages.

Using keywords to create contextual links is similarly challenging.

Consider how a page could only rank for a single phrase in the early days of Google because it was impossible to determine how closely linked keywords were.

We should be concentrating on the underlying entities to use to help a search engine grasp the underlying meaning of the material in order to optimize on-page and on-site SEO.

Notably, despite not having Wikipedia pages, other sorts of entities, such as you, your brand, and your organization, can still be linked to other Knowledge Graphs (such as Google MyBusiness or Linkedin). Optimizing these entities, however, will only help your reputation and not your SEO.

What is A keyword?

A keyword in SEO is composed of one or more words that a user types into a search engine like Google or Bing.

The idea of keywords has been the foundation of natural referencing methods since the advent of search engines, with the goal of guaranteeing that a page will appear in search engine results for one or more specific phrases.

Keywords often contain two features:

They convey uncertainty. A keyword can be used to refer to many distinct topics. For instance, the term “Cookie” can be used to describe both an edible cookie and the data that a web server sends when a page loads.

Most of the time, a keyword is language-specific. The English word “washing machine” or the Spanish word “lavadora” are equivalent to the French term “machine à laver.”

In SEO, keywords are still important, but they no longer serve as the primary cue for a user’s search; instead, they serve as more of a contextual cue for the entity of the user’s inquiry.

By connecting various pieces of material, keywords assist the Google algorithm better understand the nature of the entity you have in mind. They also help you match yourself to that entity.

How Keywords and Entities Interact

Google initially concentrated on keywords. What prompted the change to entities, then?

Keywords may be unclear. The meanings of many English terms are varied. Consider the brands Apple and apple as an illustration (fruit). When you don’t take into account context, search purpose, or similar phrases, you will get a terrible mix of results.

It’s common for keywords to be language-specific. For instance, the keyword “la casa” literally means “the house” or “la maison” in French or English.

Using keywords to create relationships was impossible. Because Google couldn’t tell that they were connected at the time, different web pages from the same website may rank for different versions of keywords.

Keywords weren’t entirely eliminated when Google switched to entities. Contextual keywords are still used to help define entities. These keywords enable search engines to find your material and connect it to related entities.

What Makes Entities Important for SEO?

The focus of Google SEO is shifting toward entities for a number of reasons.

The way Google constructs its algorithm to find results has been impacted by the growth of voice search and smartphone search. As was already indicated, there is a problem with relying entirely on keywords.

Additionally, there are a few significant advantages to using entities in queries.

Improved search outcomes

To give searchers more pertinent search results, entities have mostly replaced keywords in search engine optimization. Entity SEO makes things like voice search through digital assistants and mobile search more simpler.

Since switching to entity-based SEO, Google has improved the searcher experience.

It enabled new search techniques like voice search (via digital assistants) and chatbots possible as well as improved mobile search results (through mobile-first indexing).

Additionally, Google has begun to take into account many entities and determine how to interpret search intent based on things like:

  • Past user searches: Google provides tailored results based on your search history. For instance, if your most recent searches were for WordPress and websites, Google may show results for “staging sites” rather than “home staging” when you search for the term “staging.”
  • Global history of searches: Google considers current events and global search when displaying search results.

For instance, prior to the 2020 pandemic, a featured snippet from a medical website would have likely been displayed when someone searched for “loss of smell.” Presently, COVID-19-related news is displayed.

It makes sense if you look at the time that “loss of scent” first gained popularity.

  • Search location: Google believes that your location will produce pertinent results. For instance, a search for “coffee shops near me” returns the closest ones.
  • Different spellings: Regardless of spelling differences, Google can still deliver pertinent search results.

Despite the search query being “impostor syndrome,” Google in the example below still displays a result for it.

Additionally, entity-based SEO helps firms become more discoverable in addition to searchers.

Companies can now appear in search results for keywords that Google previously didn’t view as relevant to their brand. For phrases like “running shoes,” “basketball shoes,” or “tennis shoes,” Nike, for instance, can rank.

Enhancing Translations

Based on user search preferences, entities in search engines also facilitate processes like translations between different languages. Additionally, it enhances searches using homonyms, antonyms, and synonyms.

By using context hints from other languages and homonyms, search engines can identify entities. If the searcher’s settings permit it, terms like “rojo” (Spanish) and “rouge” (French) may also appear in results for the keyword “red”.

Enhancing Rich snippets

Entities are used in SEO to aid Google in creating its knowledge graphs. Using knowledge graphs, rich snippets are produced (or Google results with additional data). These rich snippets include, for instance:

  • The featured snippets on Google (which appear before the top result).
  • Review results.
  • Recipes.
  • On event listings, the time and place.

It is successful to have an entity-based SEO strategy in place. At the end of this piece, we’ll give you some methods for developing your entity-based SEO approach.

Rich snippets are getting better with entity searches because to something called the Google Knowledge Graph. As the algorithm continues to learn, when a rich snippet is more beneficial to consumers, the search results are improved and the user experience improves.

Which Entities Does Google Use?

It’s interesting to consider the “Why” before addressing the “How” query. Why are entities now at the core of Google’s services and algorithms, and why are they gradually displacing keywords in search results?

One of the causes is clear. Google uses entities because they enable the connection of all information in the world, independent of language, and for this reason alone. It is made possible by entities to comprehend the significance of this data as well as the areas of interest of its users.

Google uses entities because they enable the connection of all information in the globe, independent of language. It is made possible by entities to comprehend the significance of this data as well as the areas of interest of its users.

Google will be able to connect two websites discussing the same topic in different languages by identifying the entities included in web pages.

In the illustration to the right, Google provides a French user interested in “Search engine optimization” with an article in English via Discover (and who has previously consulted English sites on the same topic).

The Google Knowledge Graph is significant for entity SEO, as was already noted in the preceding section.

The connections that are created between various entities are referred to as the knowledge graph. The Google Knowledge Graph API is available to all users, so any developer can utilize it to aid in entity searches.

Using four criteria, the knowledge graph compiles various key entity metrics:

  1. Relatedness.
  2. Notability.
  3. Contribution.
  4. Prizes.

In order to assist users search more effectively, the Google algorithm will look at these criteria and utilize them to develop a web of links between various entities.

To help map each entity into the knowledge graph, a distinct ID number is assigned to it before being transformed into code and data.

The next step is to create the context for the entity and make it simpler to locate.

Let’s look at how knowledge graphs establish associations between entities now that you understand what an entity is and why it’s crucial.

Modern entity relationships were built on the study of a 2015 patent by Dave Davies. According to Davies’ research, four factors—relatedness, notability, contribution, and prize—are taken into account when ranking entities on search.


Knowledge graphs will combine two terms when you cite and reference two entities simultaneously.

“U.S.” and “President,” for instance, yield the following outcome:

On the other hand, looking for “U.S. presidents” will produce the results shown below:


To determine an entity’s notability, Google employs a formula (explained in the patent).

The idea demonstrates that entities are more prominent in low-competition categories even without taking the formula into account. Additionally, they are worth more when they have more relevant links, ratings, and mentions.

Imagine notability as long-tailed keywords; the more precise the term, the more probable it is that your content will rank higher than if you optimize for a broad short-tail keyword.

It can also be compared to a large fish in a small pond; swimming in a pond is more noteworthy than swimming in the ocean.


Contribution is the contribution of an entity to a topic.

External signals, such as reviews or backlinks, influence it. For instance, a review or backlink from a more reputable website will be given more weight than one from a less reputable website.


The Prize is just what it says it is.

It counts the number of pertinent awards an entity has won, such the Nobel Prize or an Academy Award. The value associated to the entity increases with the prestige of the prize.

Combining all of that knowledge, the following is what happens behind the scenes when you look for the “greatest actors”:

  • Google establishes the relatedness, notoriety, contributions, awards, and worth of other entities.
  • Based on the type of inquiry, they decide what weights each should have.
  • Google assigns each potential entity a final score.

So, here is what the final search result shows:

Google chose to return a list of individuals who have won Best Actor at the Academy Awards because “best actors” is a subjective term.

What Google services use entities?

When deciding which content would rank in the early days of SEO, Google took keyword density into account. As a result, keyword stuffing—the practice of include several pertinent and unrelated keywords—was common.

These unethical SEO techniques are now discouraged.

Google has made numerous adjustments to its algorithms to give good text and content the highest priority. The most significant Google upgrades that enhanced search results are those listed above.

Knowledge Graph

According to Google, Google Search uses the Knowledge Graph to facilitate users’ information discovery. The majority of real-world entities, including people, places, and things, are included in this Knowledge Graph, which is updated every evening by a Wikipedia dump.

As a result of using the Knowledge Graph, Google may essentially:

  • Provide knowledge panels for the entities that Internet users look for,
  • based on user preferences, improve the outcomes of its other services.

A knowledge base of entities and the entities among them can be found in the Google Knowledge Graph.

The 2012 upgrade improved Google’s search engine results by compiling data from numerous sources. Additionally, it made it possible for semantic matching to replace keyword matching, making it simpler and faster for consumers to find information.

Google can display information panels and customize the outcomes of its other services based on user intent thanks to the Knowledge Graph.

Google search

Google may tailor the results returned by its search engine based on the interests of its users and their search history by using entities.

Many people have concentrated on entities rather than speculating on Google’s algorithm upgrades’ specifics:

  • Google Hummingbird

In 2013, Google introduced the Hummingbird upgrade to improve search results for difficult searches. It was perhaps the first significant improvement that focused on the meaning of search queries rather than specific terms, ushering in the era of semantic search.

With the Google Hummingbird upgrade, the company changed the way it processed queries from internet users by switching from an approach focused on keywords (strings) to an approach based on entities (things).

Since Hummingbird matches search context to results using natural language processing (NLP), the pages that most closely match search intent and context will be given a higher ranking. For instance, googling “where to get coffee” will yield different results than searching “how to make coffee.”

  • Google RankBrain

Google introduced RankBrain in 2015, an algorithm and ranking element that aids in the organization of search results. RankBrain enables Google to answer more effectively to questions it has never seen before. Entities and a layer of artificial intelligence are used to accomplish this.

RankBrain aims to comprehend the user intent underlying queries, much like Hummingbird. The distinction is that RankBrain tests and modifies the algorithm on its own using artificial intelligence (AI) and machine learning. Depending on the query, RankBrain will modify the weight it gives to backlinks, content length, content freshness, or domain authority.

The top-performing search results are continually studied and learned from by RankBrain. Since 15% of search queries are brand-new, it seeks for patterns in the information that users find interesting and keeps track of how users engage with new searches on Google.

The new algorithm will remain if users like it. If not, the previous method is used again.

  • Google BERT

This setting makes use of Natural Language Processing (NLP) to comprehend search requests, decipher the text on web pages, and ultimately recognize entities and the connections between them.

Google is now able to reformulate requests from Internet users and, most likely, the content of Web pages as a result of these continual advancements.

Google now increasingly offers entity ideas with its search suggestions.

Google Discover

As was said before, Google Discover bases each and every result it provides on the entities found on a user’s favorite websites. Google creates the “Topic Layer” (read Entity for Topic) from these pages, or the graph of each user’s interests.

Google may recommend a new article to the relevant user in Google Discover if one of these topics is covered in a new online article.

Google Trends

Google’s trends tool provides two different sorts of research:

  • searching using a keyword or other “search term”
  • Search by the entity, or the “subject.”

How exactly does Google find entities?

According to our research using InLinks, namely through Industry reports, Google only recognizes about 20% of the entities that are included in a text on average.

The Google NLP API alone is used to produce this outcome.

Our research reveals that Google’s API frequently fails to identify the primary entity in the articles it provides on Google Discover.

Therefore, it makes sense to assume that Google uses a variety of techniques to identify the entities on a page:

An NLP system that is comparable to their API (their API detects practically all persons, places, and organizations, but only a small number of concepts and items).

Off-page elements, such the entities found in the site’s other pages (acting as contextual entities and allowing an additional step of disambiguation).

On-page elements like Schema.org markup that specifically identifies the entities on the page.

How to Benefit from Entity SEO

Let’s look at some tactics you can use to target the new ways the Google algorithm functions for your brand’s SEO now that you have a better understanding of what entity SEO is.

These will assist your company in shifting away from solely keyword-based SEO and helping it become more entity-focused.

Use an entity audit to close any gaps.

Make sure your website covers the specific subjects for which it should be known before you begin entity SEO optimization. But how exactly do you do that?

By conducting an audit of the entity.

An entity audit examines the known entities used by a brand, evaluates them against entities, and confirms that they are closely related to the brand.

Planning and producing content for the subjects your website should cover is made easier by performing an entity audit.

Create a brand entity

By developing entities for an internal knowledge graph, you can begin developing your brand entity. Here are a few techniques to do it:

  • Create an internal connection framework. In order to find content on websites, Google follows links. Creating an internal link structure improves navigation while also defining the website’s hierarchy and distributing page authority. When you link to other information internally, Google takes the premise that all of these subjects are related.
  • Link your information to knowledge graphs with high E-A-T (expertise, authority, and trustworthiness), such as Wikipedia, Amazon, or LinkedIn. Your page rank may not be directly impacted by these, but they can raise your page authority in search results. Advice: Pick websites with a high domain authority when linking to them.
  • Add your company to the appropriate business directories. Google draws its data for the Knowledge Graph from web directories or listing services.
  • Produce authoritative content to get connections from websites that are related to your subject.

Increase Visibility by Boosting Technical SEO on Your Website.

You should not only concentrate on content; you should also take technical SEO into account.

Technical SEO is SEO work that is done in addition to content. It alludes to server and website enhancements that make it easier for search engine spiders to crawl and index your website. The groundwork is laid for your content to have the best chance of ranking for pertinent keywords and phrases.

Here are some suggestions for enhancing technical SEO:

  • Use schema markup. Structured data, sometimes known as schema markup, is a standardized method of describing a webpage. Schema markup by itself cannot produce entities. Instead, it characterizes things as separate entities with unique attributes and connections to other entities. You can connect those entities to a search engine’s knowledge network once they have been defined.
  • Employ semantic HTML In order for computers to identify navigational blocks, headings, footers, tables, and videos, semantic HTML adds meaning to the code.
  • Develop a sitemap. A list of the URLs on your website is an XML sitemap. Each URL can have information added to it, such as its significance and the date it was last updated. Having one enables faster website crawling by search engines.

Produce Content for Both Machines and People

For searchers, entity-based SEO is beneficial. However, because material must now be optimized for both humans and robots, it has slightly complicated matters for content producers.

The following are some best practices for content optimization for entity searches:

  • Target subjects rather than keywords. Before Google’s Panda upgrade, you might have achieved high search engine rankings with various pieces of material that had the same term.

That won’t work anymore because Google is aware of related terms now.

Produce in-depth content to improve your page’s ranking on Google for related and long-tail keywords.

  • Be aware of search intent. Consider search intent when creating website content. Consider your reader’s perspective. What solutions are they seeking?

Conduct keyword research after you are aware of the search intent. Various keyword indication kinds correspond to the stage of the marketing funnel that customers are in.

Create pertinent content that responds to readers’ inquiries.

Bill Hunt, CEO of Black Azimuth Consulting, said, “You may have a wonderful piece of material, but the aim and the expected asset type may alter what is shown to users.

  • Write using everyday language. The most recent Google upgrades have enabled search engines to comprehend how people speak and provide precise search results. Just be aware that using unclear wording should be avoided.

Other Ways To Optimize Your Website for Entity SEO

  • Include Your Company in Directories

Different directories serve as the databases for the Google Knowledge Graph’s entity searches.

You can help ensure that you appear better in entity rankings by making sure your business is listed in pertinent directories like Google My Business or Yelp.

  • Make developing your brand a priority

It’s critical that you start giving brand building priority because the entity you design for your company will be centered around it.

This will aid in reputation management and the development of a distinctive, clear-cut character for your brand.

  • Establish Quality Links

The establishment of contextual linkages between various entities is necessary for the Google Knowledge Graph to function.

The contextual connections are strengthened and your brand entity is supported when your website and content have pertinent linking structures.

  • Expand Your Content

You also need to look at the stuff you produce. You ought to approach themes more widely and explore deeper ideas in your content rather than concentrating on goods and services.

You will be able to establish connections with the entities you wish to rank for thanks to this.

  • Finish the entity audit

An entity audit can assist you in discovering the entities for which your brand is recognized and in comparing them to your rivals.

You can identify any potential gaps in your entity connections so that you can begin focusing your content creation efforts there.

  • Strengthen technical SEO

You should work on enhancing your technical SEO skills in addition to creating content.

You can lay a stronger basis for entity SEO in the future when you can focus on technical SEO alongside content creation. Additionally, it will assist you in creating those crucial links between terms and entities.

  • Put a priority on user experience and personalization

The searcher’s purpose is truly what entity SEO is all about.

Instead of attempting to deceive search engine algorithms and discover shortcuts to ranking highly without putting in the effort, you should concentrate on producing individualized, pertinent information that benefits your consumers.

  • Content Updates Everyday

Entity SEO cannot be “set and forget,” like all other forms of SEO.

In order to reach your SEO goals and rank highly on search engine results pages, it’s critical for you to consistently update your content and keep an eye out for algorithm updates.


Marketers must adjust to the latest developments as SEO expands and changes in order to achieve the greatest outcomes for their websites and web pages.

The easiest method to approach the new Google algorithm upgrades and develop better strategies that help you avoid penalties and rank higher is to concentrate on entities rather than just keywords.

While entity SEO is one technique to raise your site’s ranks, there are other strategies you can use to achieve the same ends.

A split test for SEO is one of those things. You may learn more about your rankings and what you can do to raise them by using SEO split testing.

The most critical idea in contemporary SEO is entities. Search engines can now return better search results because to improved semantic search.

With this information, you may improve the content on your website. We provided practical advice for enhancing your website’s entity SEO.

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