Why entity-based SEO is a new way to think about optimization

In the past, search engine optimization (SEO) was defined based on the number of keywords and keyword synonyms in the website content.

When Google launched its Knowledge graph, SEO no longer only relies on keywords, search engine crawlers begin to prioritize rich abstracts and entities on search engine results pages (SERP).

Today, Google has more systems to identify the true meaning of keyword searches and queries.after Categorize ideas as “entities” Google has completely changed its search capabilities.

Although keywords are still important, SEO experts now use entity-based SEO to further rank. Context and relevance are becoming more and more important in search engine results, and entities can help improve these factors.

In this article, we will explain what entities are, how to use them, and what the future of SEO will look like.

What is entity-based SEO?

Entity-based SEO uses context (not just keywords) to help users find the information they want.

Although keywords are an essential part of you SEO strategy, They cannot fully reflect how humans search for information. For example, someone searching for “Paris” might be looking for Paris Jackson, the city of Paris (in France or Texas), the movie “Paris is Burning” or countless other options.

Google provides searchers with suggestions on other contexts, and its dual purpose is to speed up searches by showing popular options and reminding them to add more context in contexts that they don’t need.

Google search for Paris, showing entity-based search engine optimization

Entity-based SEO is helpful for searchers, but for content creators, it is a little more complicated. Three ways to change the landscape of entity-based SEO include:

  1. Better mobile features: Entities allow SEO to improve mobile results.The entity has also been improved Mobile-first index, It is more common than desktop search.
  2. Translation improvements: With the help of context clues, entities can be found regardless of homonyms, synonyms, and foreign language usage. For example, if the searcher’s settings allow it, a search for “red” will include results for “Rojo” or “Rojo”.
  3. Rich summary: Rich summary, Which includes content such as photos and customer reviews as part of the search results, usually better than the number one search result.

Keywords and entities: what’s the difference?

The entity may sound similar to the keyword. In fact, they are completely different. This is the difference between them and why these differences are so important.


Keyword Is the word or phrase used in the search. They are usually the focus of terms searched by users, and can be questions, sentences, or single words.

For example, users who are looking for makeup tutorials can search for makeup, tutorials, smoky eyes, how to do smoky eyes, and so on.

Entity-based SEO smokey eye example

Keywords are still important because they connect your content to the query.Your goal is Drive organic traffic to your website By ranking for keywords that help customers find your brand on search engines.

Keywords have been the backbone of SEO for a long time, mainly because search engine algorithms need clear and concise directions to fill relevant search results.

In the early days of SEO, Keyword padding, It often adds the keywords you selected too many times, or contains a lot of irrelevant popular keywords. At the time, search algorithms needed to repeatedly check specific keywords to rank content correctly.

Nowadays, the algorithm has made great progress, and many old SEO strategies are accepted by people at best.

Google has always maintained that Good copy and content Better than keyword stuffing and other black hat SEO techniques.


As Defined by Google, An entity is a “single, unique, well-defined and distinguishable thing or concept.” This does not have to be a physical object, it can include colors, dates, ideas, etc.

Entities can be people, places, products, companies, or abstract concepts. They should always be distinguished and independent from other entities or keywords.

Emphasize entities through keywords to make search engine search results more accurate. However, search engines are not very attentive-they need more information to determine which entity you are searching for.

For example, searching for the term “apple” may lead to pages about fruits or pages about companies. Although these two topics are very interesting, if you are searching for information about whether Apple seeds are indeed toxic, then reading information about the iPhone may not be very helpful. You need to add some keywords to tell search engines which entity you are referring to.

Apple fruit vs Apple logo entity based on SEO

We can think of entities as large thematic keywords that exist in them. In order for entities to be legal, they need to be linked to a search engine knowledge graph that represents information and data linked across the Internet.Knowledge graph Allow search engines to efficiently scan your website.

Google’s knowledge graph Use Wikipedia as its main trusted seed set. A simple way to think about entities is that they can be assigned to specific Wikipedia pages.

It is important to note that not every entity has a Wikipedia page. This may just be a useful way to think about the concept.

How do entities and keywords work together?

The keywords with contextual help entities are defined, but before creating content with rich and well-written keywords, you need to accurately understand the full meaning of the entities.One SEO strategy Recognizing these two factors is your best choice for success.

On the page, you can create entities for the internal knowledge graph, which uses keywords to link to different pages on the website.You can also connect content to High EAT knowledge graph For example, Wikipedia or LinkedIn. Although this won’t directly affect your page ranking, it can improve your page authority in search.

Benefits of entity-based SEO

Compared with separate keyword SEO, entity-based SEO is more relevant, granular and refined.

Over time, improvements in automatic natural language processing and new search methods (e.g. Chatbot with Digital assistant Make the search query longer and more complicated.

However, most search queries are still related to entities. For example, “things to do in Brussels” or “things to do in Brussels today” are related to Brussels, Belgium. Even without Belgian quantifiers, search engines can customize their results based on prior entity knowledge and context.

For marketers, Entity-based SEO provides more specific discovery capabilities. Ensuring that your brand is a specific entity can help you include a large number of keywords that you might not have before. For example, you can search for Nike through running shoes, tennis shoes, gym clothes, Air Jordans, etc., and users will not get lost all the way.

in E-commerce, Entity-based SEO can connect your products under a single entity. For example, if you sell windows in Paris, France, you can provide keywords to the Paris entity in France to open up your business to potential new customers. In addition, connecting your window sales business with Paris, France helps to ensure that customers living in Paris, Texas will not see your content or place orders with you by mistake.

How to turn strategy into entity-based SEO

Adding physical focus to your existing SEO strategy can help you prepare for future algorithm updates.

In the next few years, it will become more and more important to understand which entities your business connects with and establish your own physical entities.

How do you transition from a strategy that used to be keyword-centric to an entity-based strategy?

List your business on relevant directories

One way to take advantage of entity-based SEO is to list your business in a directory on the Internet. Google My BusinessFor example, used as a data source for Google Knowledge Graph.

Other listing services, such as Yelp, can also help create strong, domain-rich backlinks for your brand and help you create known entities. Yelp appears in the top five search results In 92% of Google web searches.

Listing sites may vary by location, so you need to research when deciding to list locations.In addition, be sure to choose a website with the following content High domain authority To improve your search engine credibility.

Using this strategy, the companies listed here can form entities and start connecting unique keywords.

Pay attention to brand building

Brand Building This is another basic strategy in entity-based SEO. Any offline brand presence measurement needs to be online, and you should always consider new ways to create a well-defined and unique identity for your brand.

Manage your reputation The importance of is also becoming more and more important, because your reputation may affect the creation of the entity. Pay attention to the keywords you are currently ranking for, and pay attention to and correct any PR issues that may arise.

Consider using interface management tools

Interface management has become a factor in entity-based SEO because the silo collaboration approach may negatively affect the visibility of search engines.Although this may happen Keyword ranking, Which may seriously affect some businesses.

Ultimately, focusing only on keywords is not enough. Businesses and marketers need to shift their focus to entity-based SEO and start implementing strategies to ensure that their content connects to their entities.

in conclusion

Entity-based SEO can be a great way to communicate brand background and relevance online.

By focusing only on ideas and context rather than words or phrases, entities can provide a greater portrayal of your content, potentially going beyond traditional Keyword research method.

We can expect to see more opportunities for marketers to build more depth in their market brand strategy By focusing on entity-based SEO.

In which way have you tried entity-based SEO?

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