128 City Road, London EC1V 2NX

Work Hours
Monday to Friday: 8AM - 4PM
Weekend: 10AM - 2PM

An SEO magnifying glass with icons representing keywords and entities.

SEO Entities. What Are They And How To Do They Work?

Things. Knowledge Graph: Semantic SEO. All of these are crucial elements of contemporary SEO. Even with the abundance of literature on the subject, entity SEO is still a somewhat unexplored area. There are plenty of opportunities, which are exacerbated by the lack of readily available, reliable, and scalable SEO strategies. Scaling is the most difficult aspect for most agencies as, in order to provide the greatest outcomes for the client at the price the client paid, an agency must be able to rely on its scaling capabilities.Aside from scalability, let’s take a brief look at the methods used in modern vs. old SEO.

Entity-Based SEO: What Is It?

Entity-based SEO assists consumers in finding the information they need by using context in addition to keywords.

Although they are a crucial component of any SEO plan, keywords do not accurately represent how people look for information. When someone searches for “Paris,” they could be seeking for a variety of things, such as Paris Jackson, Paris, Texas, Paris, France, or the movie Paris Is Burning.

Google provides recommendations for extra information to users, which not only expedites searches by presenting well-liked results but also acts as a helpful reminder to add more detail if necessary.

Although entity-based SEO benefits search engines, it has made things significantly more difficult for content producers. The following are three ways that entity-based SEO has altered the scene:

  • Improved mobile capabilities: SEO was able to increase mobile results because to entities. Moreover, entities enhanced mobile-first indexing, which is more common than desktop queries.
  • Translation improvements: Contextual cues help identify entities even in the presence of homonyms, synonyms, and foreign languages. For example, if the searcher’s settings let it, a search for “red” will get results for “rouge” or “rojo”.
  • Rich excerpts: Rich snippets typically perform better than even the top search results, including elements like customer ratings and photographs in their results.

What Distinguishes Keywords From Entities?

It’s possible for entities to sound like keywords. Actually, they are very dissimilar. Here are the ways in which they vary and the significance of those variations.


Words or phrases used in searches are known as keywords. They can be queries, phrases, or single words, and they are frequently the main points of interest for topics that people look up.

Users searching for karate lessons could type in terms like “spinning kick,” “Shotokan-ryu,” “judo,” “how to learn Goju-ryu,” and so on.

Since keywords relate your content to searches, they are still important. By ranking for keywords that make it easier for customers to find your brand on search engines, you want to increase organic traffic to your website.

Because search engine algorithms require precise, unambiguous guidance in order to provide relevant search results, SEO keywords have long been the foundation of search engine optimisation (SEO).

Keyword stuffing, which is the practice of using your selected keyword excessively or incorporating prominent but mostly irrelevant terms, was widely employed in the early days of SEO. Search engines at the time required to frequently see a certain keyword in order to rank material correctly.

These days, many outdated SEO strategies are, at best, discouraged due to the tremendous evolution of algorithms. Good writing and content are always favoured over keyword stuffing and other unethical SEO tactics, according to Google.


An entity is “A thing or concept that is singular, unique, well-defined, and distinguishable,” according to Google. Colours, dates, concepts, and other things can be included in this; it doesn’t have to be a tangible thing.

People, places, things, businesses, and abstract ideas can all be considered entities. They must always be unique and unrelated to other words or entities.

Search engines can now provide more accurate results since they are prioritising entities over keywords. Search engines, however, are not psychics; they require more information in order to identify the exact entity you are looking for.

For instance, typing the word “apple” into a search engine could turn up results on the fruit or the business. Despite the interest in both subjects, reading about iPhones is probably not going to help you if you’re trying to find out if apple seeds are dangerous. To specify which entity you mean to the search engine, you must add a few keywords.

Entities can be thought of as broad topics that contain keywords. Entities must link to a search engine knowledge graph that represents connected facts and information from across the internet in order to be considered legitimate. Search engines can more efficiently crawl your website thanks to knowledge graphs.

Wikipedia served as Google Knowledge Graph’s main reliable seed set. Entities can be conceptualised simply as everything that has the potential to have a specific Wikipedia page assigned to it.

Remember that not all entities are listed on Wikipedia. This might well be a useful conceptualization of the idea.

How Do Keywords and Entities Interact?

Contextualised keywords aid in the definition of entities, but before you can write well-written, keyword-rich material, you must understand your entity in detail. Your best chance of success is an SEO approach that takes into account both of these elements.

You can build entities for an internal knowledge graph on-page that link to various pages on your website based on keywords. Additionally, you can link your information to high E-A-T knowledge graphs like LinkedIn or Wikipedia. Although it won’t have a direct impact on your page rank, this can raise the authority of your page in searches.

Conventional vs. Modern SEO

Conventional SEO solely considers keywords and the intent of the user when using them. This is a rather straightforward method, as it only requires two distinct characteristics. It’s okay to be simple. when the SEO strategy demands it. Modern SEO, however, goes farther.

The precise relationships between entities and the synonyms of those entities, as well as entities that relate to the main entity you might be targeting, are further explored in modern SEO. The name entity-focused SEO accurately describes its approach, which is to replace the emphasis on individual keywords with entities and their connections to one another.

What Exactly Does All of This Mean?

Connecting entities, keywords, information, links, and other useful elements is not a pointless endeavour. As long as you know what you’re aiming for and what you’re attempting to accomplish, it really isn’t that difficult.

To put it briefly, it’s a way to let Google interpret the data on your page. Google can present the data on your page in a way that is helpful to its users after it has an understanding of what the data represents. This ultimately leads to the creation of a knowledge panel, which is a display to the right of the search results. The information on this knowledge panel is derived from Google’s database of recognised entities and its current state of knowledge.

It’s not totally accidental, but it’s also not totally random. All of this information is gathered by Google using its knowledge graph, an algorithm for defining, gathering, and presenting entities and entity data to users.

You stand a better chance of becoming recognised as an authority on a given subject if you incorporate structured data into your sites. However, it’s not the only way to boost your visibility. As opposed to being your sole SEO approach, it’s better to see it as an additional part of your larger plan.

Where Do The Knowledge Graph’s Facts Come From?

Other content owners are a crucial part of the process that Google employs to extract information. One source is the knowledge panels that these content owners claim to own. It also covers a broad range of fact-finding sources (public sites like Wikipedia) that are compiled.

What Guidelines Does Google Apply to Its Knowledge Graph?

Google clarifies that in order to combat spam and false information, they have strict overarching standards in place. Analysing their policies is crucial because it enables us to understand their perspective from a policy standpoint. Even though the most of this is common knowledge and sense, we wanted to provide a quick overview of them here.

According to Google, the following types of content are not permitted to be displayed in their knowledge graph panels or other comparable displays:

  • “Promotions”
  • Content that is dangerous
  • dishonest methods
  • offensive material
  • hateful information
  • manipulated media
  • medical subjects
  • Controlled products
  • content that is sexually explicit
  • terrorist-related material
  • Gore and violence
  • vulgar vocabulary and profanity
  • Google goes on to say that inaccurate and non-representative material are prohibited by their policy.

Google Policies

False information: Information that can be proven to be inaccurate or out-of-date using credible primary sources such as legal documents, expert consensus, or other sources. Facts that are logically contested or lack supporting evidence may cause us to reject to take action.

Unrepresentative data: Subject names, titles, descriptions, and photos, if there is substantial proof that the selection made by our automatic systems is not the most representative.

What Role Do YMYL and E-A-T Play?

Google’s Search Quality Raters Guidelines define the principles of YMYL (Your Money or Your Life) and E-A-T (expertise, authoritativeness, and trust).

E-A-T stands for authority, expertise, and reliability of a website within a specific niche. As Gary Illyes has previously stated, this is referring to all of the connections and citations that Google’s real-time algorithms include.

YMYL stands for “Your Money or Your Life,” which describes the kind of website and the probability that it will be crucial for transactions as well as for the user’s riches, health, or life. Put another way, this is a website that contains information so important and fascinating that it could have an impact on a user’s life, money, or health.

Their human quality raters follow these principles as a guide. Thousands of these quality raters are employed by Google, which uses them to manually sort through search results and find websites that adhere to the E-A-T and YMYL (your money or your life) frameworks. As far as we are aware, neither of them is included in Google’s current algorithms.

E-A-T and YMYL should never be used for ranking purposes because they can interfere with the implementation of non-SEO tactics. They may also result in budgetary misappropriations for clients when YMYL and E-A-T take no action.

Does Google Consider Entities When Determining Rankings?

No, they don’t influence ranking in any way. They’re not, at least not in the conventional sense. Additionally, we are unaware of the formula they employ to assign these signals a weight. However, we are aware that the entity graph has a significant impact on links and content, as Gary Illyes and John Mueller have discussed on multiple occasions.

Entities and Content as Ranking Elements

In the past, keywords have been used to assess the quality and relevance of information. This is still very much a part of SEO. As Search Engine Watch’s Brooks Manley points out:

“Keywords are still relevant, but entities provide search engines with more information about the relationships between words in a query.”

How to Benefit from SEO for Entities

Alright. You declare, “I’m certain.” How can I update my own SEO to the current era and benefit from entity SEO?” This is accomplished through entity SEO.

Entity SEO works to ensure that your website is expertly focused on the particular subjects it ought to be recognised for. How are all the individual topics found? through the use of an entity audit. These audits go deeply into the topics that your website should and is recognised for.

Conducting an entity audit is the first step towards attaining next-level entity optimisation. It guarantees that your website makes use of the appropriate, well-known organisations connected to your brand and assists you in creating content that accurately represents the subjects your website need to be covering. And the foundation of recommended practices for entity optimisation is this.

Examine Your Website

You should locate every entity that is a part of your well-known brand while auditing your website. You can accomplish this by auditing both your website and that of your rivals.

It’s crucial to remember that entities shouldn’t just be any old generic keyword that you would find in a keyword research effort while trying to find them.

Rather, they have to be all nouns, encompassing concepts, locations, individuals, and objects—all of the extremely specific subjects that are well-known within your sector and brand. Cut through the extraneous details and noise to what really matters.

Basically, any topic that has a Wikipedia article related to it can be considered an entity. The explanation for this is that Wikipedia is an entity data set that Google used to build its knowledge graph.

There are concepts you need to understand called entity kinds. Any entity that is described in your text needs to be a concrete one that can be correctly and completely defined by itself. Furthermore, these entities are typically separate entities in and of themselves.

To make the contextual entities surrounding the actual entities better, any supporting entities should be provided. For instance, Coca Cola may be connected to drinks, smart water, James Quincey, and other things.

Thus, it goes beyond simply declaring keywords to be entities and transforming them to such. When optimising, you must instead change your perspective so that you can concentrate on entities rather than just keywords.

After doing an audit of the recognised entities on your website, you can proceed with producing content that most effectively fills in the gaps. Keep a careful eye on how your rivals are outperforming you in terms of links, content, and technical SEO.

It doesn’t matter less to concentrate on entities if you’re also paying attention to other crucial SEO factors.

Modern SEO

Modern SEO really focuses on identifying entities and optimising around them. Terms still have value. Links continue to function. Additionally, material is still relevant.

You probably already know how much SEO truly shifts if you have worked in the field for any amount of time.

You stay informed about these changes through reading and regularly checking SEO blogs, as well as making sure you’re not overlooking any important details that could improve your SEO approach.

Entity SEO is a part of this.

Optimising for entities entails targeting every known topic, subtopic, and attribute that your brand is or should be associated with.

This is a departure from the outdated belief that “Google ranks pages, not websites,” held by certain SEOs in the past. While optimising for your pages is still necessary, it shouldn’t be done after the fact.

Nowadays more than ever, context is important. It’s crucial to optimise within the established settings of your entities. Even if they are no longer the main focus, keywords still have a role.

These days, it’s not as important to overuse every possible combination of your keywords in your text. Furthermore, conducting SEO that way hasn’t been the focus for a while. When will you begin using entity search engine optimisation?

Was this article helpful?
Jack Bennett
Jack Bennett

Jack Bennet, the dynamic Business Development Manager at Better Ranking, embodies the very principles that the company stands for. With over a decade of experience in the field of digital sales and project management, Jack has been instrumental in shaping the trajectory of Better Ranking, ensuring its dominance in the rapidly evolving digital landscape.

Articles: 23