Search Engine Optimization (SEO) used to be just about keywords, a set of words or phrases typed into search engines. The basic SEO strategy went like this: Find the right keywords, and then sprinkle these keywords in all of your site’s content so people can easily find them.
Keywords used to be the foundation of SEO, but search engines like Google and Bing have shifted to entity-based search results because of mobile-first indexing. As a result, Google began focusing on rich snippets and Knowledge Graph, while Bing used Bing Snapshots on their personal search results.
Entity-based SEO is a new field full of possibilities. This article will break down the confusion in understanding what SEO entities are and explain why you need entities to make your SEO strategies more effective and how to use entities to improve on-page SEO by hiring a search engine optimization agency.
What Is An Entity?
Google dictionary defines an entity as a thing with distinct and independent existence. It could be anything – a broad topic or a noun (both tangible and abstract), like concepts, ideas, objects, brand names, names of people or places. An entity isn’t just a word and its meaning. It also includes everything else associated with it, which adds more meaning, and makes the entity have its unique attribute. As long as it’s something that’s unlike any other, it is an entity. An easy way to think about entities is to look at them as something with its own Wikipedia page.
Each entity has a unique ID, and all the information stored under each entity is also linked with other entities in a massive database. So, for example, the entity “Lebron James” will be linked to other entities such as “basketball,” “NBA,” “Nike,” “Basketball shoes,” “Basketball Jersey,” “Savannah Brinson (Lebron’s wife),” “Los Angeles Lakers” and so on.
In terms of SEO, entities provide more context than keywords because they are linked to a knowledge graph, a collection of interlinked descriptions of entities used to enhance search engine results’ accuracy. A knowledge graph could be thought of as a database that collects billions of web searches.
Why Are Entities Important?
Entities are essential because of their relationship with other entities in a database. This connection makes it easier for search engines to understand what they are, allowing for less ambiguity. Moreover, entities are language-neutral, unlike keywords which are very language-specific. Finally, because of the additional layers of classification an entity has, search engines can use search results to answer user queries effectively and grasp user intent, allowing them to provide relevant and practical answers.
Keywords work together with entities by helping define what each entity is all about. Once entities are specified, only then can you create well-written, keyword-rich content. You can then use these entities to build an internal knowledge graph, linking different pages on your site. Moreover, you can also connect your content to other knowledge graphs like Wikipedia or LinkedIn. Doing this will significantly improve your page authority in search.
Compared to keyword SEO alone, entity-based SEO is more relevant and refined. From a marketing and E-commerce standpoint, entity-based SEO offers more discoverability, which in turn connects all products under a single entity – a brand, if you will.
For example, if you’re offering HVAC services in Boulder, Colorado, your content can contribute keywords linking to the Colorado, USA entity. This will open up your business to new potential clients living within the Boulder, CO area, ensuring that customers living in Boulder City, Nevada, don’t mistakenly see your order and call you for a service.
How Can I Make Entities A Part Of My Content And SEO Strategy?
Now that you know what entities are and how they can benefit your business, it’s time to add them to your existing SEO strategies so you can fully prepare for any future algorithm updates. The first thing you need to do is establish your entity as a business and understand which entities are connected to it.
You can start implementing by taking a topic-first approach. Structure and display your entity content around a specific topic, service, product, or event. Find key phrases you want to rank for, then explore topics or ideas related to your chosen phrase/keyword by searching in Wikipedia or Google Images. This way, you can figure out how these entities are linked.
Next, create quality content around your keywords. Don’t just talk about your products or the services you offer. Discuss the topics of your site more deeply to reinforce the relationship of your website to the subject you want to rank for. Google will likely recognize your content as relevant to multiple user intents.
Finally, it would be best to list your business on relevant directories like Google My Business, where you can tell Google a lot of information about your company, your website, your relevance to a specific topic, and other important information. Google My Business also allows you to add additional information into your Knowledge Panel, information boxes that appear on the right side whenever you search for entities.
As an additional tip, make sure to choose listing sites specific to your location and have high domain authority. This way, you also improve your search engine standing. Finally, focus on building your brand by constantly looking for ways to create a unique and well-defined brand identity while also managing your reputation. Employing search engine optimization services can help you achieve that easily.
Shifting to entity-based SEO is an excellent way for you to display the context and relevance of your brand online. When you target ideas and context instead of specific words or phrases alone, your content can perform better.
If you want to start taking advantage of the benefits of entities in your SEO strategy, one of the quickest and easiest ways to do that is by investing in search engine optimization services. Muzeum Marketing is a search engine optimization agency that helps businesses develop and maintain a moderate and healthy online marketing presence while also helping them stay competitive in their niche industry. Contact us today at 321-341-9090 or email us at [email protected].