What is an Entity in SEO?
An entity is a concept or object that Google or any other search engine can uniquely understand and identify - be it a person, place, business, product, or any other definable "thing." Think of entities as the building blocks that help search engines form a semantic map of the internet.
When it comes to an entity in SEO it's more than just a keyword or phrase. It’s something that has a distinct and independent existence. This could be a historical event, brand, celebrity or anything that can be explicitly defined. For example, when Google sees the phrase "Wellington" it could be recognised as the capital of New Zealand that's located at the bottom of the North Island or it could be recognised as the city in Palm Beach County, Florida.
What is an Entity Search?
Entity search is how Google, Bing and other search engines use their understanding of entities to provide more precise search results. Rather than looking for exact keyword matches, the search engine taps into its knowledge graph and relational data to understand what the searcher really wants. For example, if someone types "who's the fastest runner in the world," Google doesn't just scan for pages repeating the phrase "fastest runner"; it understands that this query is synonymous with "Usain Bolt."
What Is an Entity According to Google?
Google identifies an entity as something singular, well-defined, and distinguishable. It's not just a word but a known concept with attributes and relationships to other concepts. This understanding is driven by Google's knowledge graph which is a vast database of interconnected facts and details that help the search engine comprehend and categorise information. When you see Knowledge Panels in search results or rich snippets that give details about a topic, that’s Google applying its entity-based understanding.
How Do Entities Work in SEO?
When content is published that references specific places, people, products, or services, Google attempts to associate those mentions with its known entities. The better you clarify these relationships through structured data, contextual writing, and authoritative backlinks, the easier it is for Google to recognize what your content is really about and as a result increases the chances of appearing in knowledge panels, featured snippets, or at the top of relevant search queries.
Why are Entities Important?
Entities help search engines cut through vagueness and gain a deeper understanding of what users are really looking for on the internet. Rather than solely relying on keywords (which can carry multiple meanings) a focus on entities makes sure that content is classified and correctly matched to the most relevant queries. Take the word "Kiwi" as an example in the context of New Zealand: "Kiwi" could refer to the flightless bird native to the country, a nickname for people from New Zealand, or even the kiwi fruit. When Google recognises these as distinct entities, it can more accurately serve the right information to a user who types in "Kiwi" as a search term, whether they're researching local wildlife, culture, or healthy snacks.
This level of semantic understanding is crucial because it strengthens the connection between search intent and information served. When your content is strongly aligned with specific entities, you help Google and other search engines correctly identify what your page is all about. In turn, this clarity can lead to higher search rankings and increased visibility in search features like Knowledge Panels or rich snippets.
For businesses, the importance of entities extends much further. By establishing and reinforcing your business as a distinct entity (outlining its name, location, service category, and other defining attributes) you build authority and trust. When crawlers have accurate signals about what your business does and how it relates to other known entities, they can confidently show your web pages to potential customers.
Examples of SEO Entities
- Brand Names: Air New Zealand, Nike, Amazon
- People: Lorde, Sir Edmund Hillary, Peter Jackson
- Places: Museum of New Zealand Te Papa, Sky Tower, Milford Sound
- Products: Apple iPhone, Samsung Galaxy, Coca-Cola
- Events: Waitangi Day(external link), Valentine's Day, Rhythm & Vines.
How Your Business Can Benefit from Implementing Entities
Now that we've established what entities are, let's learn how businesses stand to gain from adopting an entity focused strategy:
1.) Improved Search Engine Understanding:
By defining your business as an entity, you help search engines more accurately interpret who you are, and why you matter. This clarity ensures that when users input queries about your industry, or services, the search engine confidently associates your entity with those terms.
2.) Enhanced Topical Relevance and Authority:
The stronger your entity appears to search engines, the more topical authority you can build around it. If your content consistently discusses a specific subject and is linked to known entities, Google sees you as an authoritative source within that niche. The increased credibility often results in higher rankings.
3.) Greater Visibility in Knowledge Panels and Featured Snippets:
When Google recognises your business as a distinct entity, you have a better chance of appearing in knowledge panels or featured snippets. These areas are major real estate on search results pages.
4.) Better User Experience and Engagement:
Entities also improve user experience by making content more structured and relevant. People appreciate content that directly addresses their questions. By focusing on developing an entity, clarifying what or who your content is about - you're more likely to provide accurate information and keep users engaged.
Keyword vs Entity
It's easy to confuse "entity" with "keyword," but the two concepts differ significantly:
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Keywords are: specific words or phrases that users type into search engines. However keywords by themselves can be limiting because they don't capture contextual meaning.
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Entities are: the broader topics or concepts behind those keywords. Entities hold context, relationships, and attributes that keywords alone can't convey.
In summary, focusing solely on keywords can result in repetitive content that doesn't always necessarily answer the user's query thoroughly. On the other hand, concentrating on entities helps you cover a topic more deeply, improving relevance and user satisfaction.
Local SEO and Entities
Local SEO is highly dependent on entities. If you run a local business, you want Google to accurately recognise where you're located and what services or products you offer.
Your business name, address, phone number (often referred to as NAP), and the category of services are key local entities. This information helps search engines position your business on the map and list you in relevant local search results.
When it comes to submitting your business details to reputable local directories like Yelp and TripAdvisor(external link) it can reinforce your entity's legitimacy. When your exact business name, address, and phone number appear consistently across multiple trusted sources, Google's confidence in your entity grows, positively affecting your local search rankings.
Structured Data
Structured data is important when it comes to optimising for entity based SEO. This behind-the-scenes code provides a clear map of the information on your website, making it easier for search engines to recognise entities and their relationships.
When you use schema markup, like Organisation Schema, Local Business Schema or Person Schema, you're giving Google a clear understanding of what each part of your content means.
It's important to have structured data as it tells crawlers and bots what exactly each piece of information refers to, minimising the chance of misinterpretation. The more organised your site is, the more easily Google can categorise your content.
Backlinks
When authoritative sites link to you, they're basically putting a vote towards your entity. This not only increases your domain authority (DA) but also helps to secure your entity's standing. Google interprets high-quality links as signals that your business or content is a trustworthy resource.
E-E-A-T
E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness is a set of guidelines that are crucial in evaluating website content quality, particularly in areas like health, finance, and legal advice.
Let's break down each section:
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Experience: First-hand or life experience in a given topic.
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Expertise: The depth of knowledge an individual or organisation holds.
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Authoritativeness: The recognised position of the entity in that field.
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Trustworthiness: The reliability and honesty of the content source.
When Google sees that an entity consistently demonstrates depth, credibility, and trust within its niche, it's more likely to rank that entity's associated content.
E-E-A-T provides the human evaluation layer in SEO, Something that complements the machine driven process of entity recognition. In other words, even if a search engine can identify your business as an entity, you still need to prove that it's a trustworthy business. Positive reviews and well researched content all contribute to a stronger E-E-A-T profile.
Conclusion
Entity SEO marks a shift from a keyword focused landscape to one where context, relationships and credibility are key aspects. By helping Google clearly understand who you are and what you offer, you'll be better positioned to rank, appear in knowledge panels, and provide a better user experience for all searchers. Get in contact with us today to discuss how we can help
