When it comes to SEO, we’re all pretty familiar with the concept of keywords – sprinkle a few relevant ones into your website content, and voilà! Your site climbs up the Google rankings. Well, sort of. The problem is, search engines are evolving, and the way they understand content is getting much more sophisticated. Enter entity-based SEO: the next-level strategy that’s set to change how we optimise for search.
But what exactly is entity-based SEO, and how can it help your website rank higher? In this article, we’ll break down the essentials of entity-based SEO, show how it differs from traditional keyword SEO, and give you tips on how to use it effectively.
What is Entity-Based SEO?
Let’s start with the basics. An entity is any concept that is singular, unique, well-defined, and distinguishable. It could be a person, place, organisation, date, product, or pretty much anything. Think of it as a thing – something that exists independently in the world and can be identified by its characteristics.
In entity-based SEO, instead of just focusing on keywords, search engines like Google now try to understand the meaning behind the content. They’re less interested in how many times you use a particular word and more focused on the actual entities within your content and how these relate to one another.
For instance, if you were writing about “Paris,” a traditional keyword strategy might just target that word. Entity-based SEO, however, understands that Paris could be a city in France, a famous fashion house, or a historical figure. Google uses its Knowledge Graph and other AI-powered tools to grasp the context of your content, rather than just counting the frequency of words.
Why Is Entity-Based SEO Important?
So, why the shift to entities? Well, it all boils down to one key thing: user intent. Search engines are getting better at predicting what users are actually looking for, even when they use vague or incomplete search terms.
Let’s say someone searches for “best pizza place near me.” Traditionally, you’d want to stuff your page with keywords like “best pizza,” “pizza place,” or “pizza near me.” But Google isn’t just scanning for those words anymore – it’s looking for entities like restaurants, locations, reviews, and possibly even pizza types.
By focusing on entities, search engines can provide more relevant results because they understand the relationships between different concepts. This means that optimising for entities can give you a better shot at appearing in search results when users are searching for things related to your business.
How Entity-Based SEO Differs from Keyword SEO
Let’s clear something up: keywords aren’t dead! They’re still a vital part of SEO. But the way we use them is changing. Here’s how entity-based SEO differs from traditional keyword-based SEO:
Focus on Meaning Over Keywords: In traditional SEO, you might be trying to rank for the exact keyword “buy running shoes.” In entity-based SEO, it’s more about understanding that the user wants to find a place to buy running shoes, whether they search for “buy trainers” or “where to get running sneakers.”
Relationships Between Entities: Entity-based SEO focuses on how entities relate to each other. For example, “Steve Jobs” is an entity related to “Apple,” “iPhone,” and “technology.” Google understands these connections, so your content should aim to weave in related entities to strengthen your overall topic.
No Keyword Stuffing: In the past, repeating keywords was a common (and often overused) tactic to signal relevance to search engines. Entity-based SEO reduces the need for keyword repetition. Instead, search engines look for context and meaning, so you can write more naturally.
Content Richness: Entity-based SEO thrives on well-rounded, in-depth content. Google values content that provides more context around an entity, which means your articles, pages, and blogs should delve into a topic and offer value beyond simple keyword targeting.
How Does Google Understand Entities?
To make entity-based SEO work, search engines rely on a tool called the Knowledge Graph. Google’s Knowledge Graph is a massive database of entities and their relationships. This allows Google to understand what things are and how they connect with one another.
When you search for something, like “Leonardo da Vinci,” you might notice a box on the side of the results page giving you a quick summary, his birth and death dates, notable works, and more. That’s the Knowledge Graph in action, pulling up all the relevant entities connected to da Vinci.
Google gathers this information from a variety of trusted sources like Wikipedia, databases, and high-authority websites. This means the more factual and accurate your content is, the better Google can connect it to the right entities.
How to Optimise for Entity-Based SEO
Now that you know what entity-based SEO is, let’s get to the practical stuff: how can you actually optimise your content for it?
1. Use Structured Data (Schema Markup)
One of the easiest ways to help Google identify entities on your site is by using structured data. Schema markup is a type of code you add to your website to tell search engines more about the content on your pages.
For example, if you’re running a local pizza restaurant, you can use schema markup to provide details like your business’s name, location, opening hours, reviews, and more. This helps Google understand that your site is an entity and how it relates to users’ queries.
2. Focus on Topics, Not Just Keywords
Instead of creating content solely focused on specific keywords, aim to write about broader topics that encompass various related entities. For example, if you want to rank for “best smartphones,” it’s not enough to just write an article with that keyword. Instead, write about related topics like smartphone brands (Samsung, Apple), features (camera quality, battery life), and related entities like mobile phone carriers.
3. Create Content Around Established Entities
When you’re writing, try to include established entities like well-known people, places, organisations, and concepts that are relevant to your industry. For instance, if you’re in the travel industry, mentioning destinations like “Paris,” “Eiffel Tower,” and “Louvre Museum” will help Google connect your content to those entities in its Knowledge Graph.
4. Build Contextual Links
Internal linking is still essential in SEO, but with entity-based SEO, it’s more about building connections between related pieces of content. For example, if you’re writing an article about smartphones and mention a specific brand, link to another page on your site where you review that brand’s products. This helps Google understand how the entities on your site are connected.
5. Establish Your Own Entity
If you want to be seen as an authority, you need to establish your business or website as an entity. This involves having a consistent brand presence across various platforms (like social media, Google My Business, and review sites) and making sure all your information is up to date. The more Google recognises your brand as an entity, the better chance you have of ranking well in search results.
Wrapping Up
Entity-based SEO is all about helping search engines understand the meaning behind your content, rather than just relying on keywords. By focusing on entities and their relationships, you can create content that’s more relevant to users and more easily understood by Google. So, the next time you sit down to write an article or optimise a webpage, think about the bigger picture – the entities involved, how they connect, and how you can add value through rich, informative content.
In the world of SEO, it’s all about working smarter, not harder – and entity-based SEO is your key to doing just that.