As Google evolved, so did its search algorithms. Entity-based SEO is a new way of thinking about optimization that has emerged as a result.
While keywords are still important, SEO experts now also use entity-based SEO to further their ranking efforts. Context and relevance are becoming increasingly important in search engine results, and entities can help improve these factors.
In this article, we’ll explain what entities are, how to use them, and what the future of SEO might look like.
SEO used to be defined by the number of keywords and keyword synonyms across your website’s content, but Google has now developed a new way of thinking when it comes to categorizing ideas into “entities”.
Keyword-reliant SEO is no longer enough.
We’ve historically done keyword optimization with a simple axiom: have high quality content and get more backlinks. Google’s new knowledge graph of entities has taken this concept to the next level, promoting rich snippets and benefiting pages that best represent their respective concepts in a way that algorithms understand.
These days, Google has more systems to identify the true meaning of keyword searches and queries. By categorizing ideas into “entities,” Google has revolutionized its search proficiency.
In this article, we will explain what entities are, how to use them, and what these changes might mean for SEO in the future.
Experienced SEOs now use their knowledge of entities to improve both context and relevance in search engine results. Though keywords and phrases are still an effective way to rank in search engine results, entities can now help provide context and relevance.
Entity-Based SEO…what is it?
One of the key principles of modern SEO is Entity-based SEO. With this strategy, you keep context in mind when choosing keywords and other elements of your website and content to help users find the information they are seeking.
While keywords are a notable part of your SEO strategy, they don’t fully satisfy how humans search for information. for example, you might be searching for Apples, as in the fruit, and you’ll be shown results of Apple computers.
Google offers suggestions for searchers such as listing popular options or providing context and relevance if none of their search results are what they need. The suggestion serves the dual purpose of speeding up their searches by showing popular options – while reminding them to add more context if none of those are what they need.
Entity-based SEO is a new strategy for online content creators. Three ways it has changed the landscape include:
- Better mobile capabilities: Entities allowed SEO to optimize for mobile searches. They also helped with the rise of mobile-first indexing, which is more prevalent than desktop search results.
- Improved translations: Context clues allow for the discovery of entities in situations, such as homonym, synonyms or foreign language use. For example, if a searcher searches for “orange,” they will find results for “oranges as in the fruit” or “naranja depending on their search configurations.
- Rich snippets are visible on Google search results pages from the Knowledge Graph that includes personalized data from sources such as Yelp or Tripadvisor – with more information than regular web search listings.
What Is the Difference between Keywords and Entities?
The difference between keywords and entities has to do with what they are used for. Keywords are best created by a human in order to evoke strong emotional responses from users who may be looking for specific content, whereas entities rely on artificial intelligence to categorize ideas into folders.
Keywords are still an important part of your SEO strategy because they connect your brand to search requests. Your goal is to drive organic traffic by ranking for keywords users are searching for when looking for your product or service.
Many people back in the early days of SEO used keyword stuffing, which involved repeating your chosen keywords too many times or including popular but irrelevant text. At that time, search engines needed to see specific words to rank content properly.
As algorithms continue to evolve, old SEO tactics are quickly becoming obsolete.
At its roots, SEO is simple: provide content that people can find and link back to it. This is the bread in which websites have created a successful business model for so long; now Google has pushed developers to think more about what content is relevant on the user’
Google has always maintained that quality of copy and content is favored over black-hat SEO tactics.
What are Entities?
Entities are also known as “things or concepts that are singular, unique, well-defined and distinguishable.” These entities can include people, objects, dates or anything that is significant in the context. It should always be distinct and independent of other keywords to create a strong SEO strategy.
However, Google’s search engine has yet to be trained in psychic skills—it needs information from you.
Entities are topics that keywords fall within – the entity must contain a link to an internet search engine knowledge graph.
Google creates entities based upon Wikipedia. It’s best to think of them like any person, company, movie, or other entity that has their own individual page in Wikipedia.
Keywords play a very important role in search engine optimization, but so do entities.
Keyword searches are less successful at returning desired results on their own. By including relevant terms, you can improve the definition of keywords. Coupled with a strong SEO strategy, this information will help your entity receive much higher rankings in search engine results pages (SERPs).
So what is the advantage of Entity-Based SEO?
Using entities for your search engine optimization (SEO) efforts is more nuanced than a keyword-based approach.
As language has evolved, so too have the ways Google attempts to understand how people are speaking. Chatbots and digital assistants now dominate many typed conversations on popular apps like Facebook Messenger.
Entity-based SEO offers more concrete findability for marketers. You can use an entity to include a new set of keywords that weren’t available before.
For e-commerce, entity-based SEO connects your products under a single umbrella company.
How to use Entity-Based SEO in your Strategy
Your existing SEO strategies need to prepare for future algorithmic updates.
Which entities your business interacts with and becoming an entity in your own right will become increasingly important.
What are the benefits of a keyword vs. entity-based strategy?
How do you move on from past, often keyword-focused strategies to an entity-based strategy?
Converting visitors into loyal fans is tough, particularly when you’re trying to attract customers through costly advertising.
It can cause a similar problem for your business: how does an airline or car manufacturer hope to compete with larger companies that have deep pockets? The answer might be brand building. But how do you make the most of marketing efforts within limited budgets
Get your business on online directories
Google My Business is one way to use entity-based search engine optimization strategies. Modern engines have become more sophisticated in their search proficiency and Google has changed its focus from keywords to entities. These days, context and relevance are becoming increasingly important for success on the web and entities can help improve these factors. In this article
Other listing services on Google’s search results page, like Yelp, can create domains and backlinks to expand your brand. Appearing in the top five results of 92 percent of Google web searches, Yelp is an important tool for any business looking to grow their online presence.
There are many ways to form entities with this strategy, particularly by linking keywords, and it can be beneficial for businesses.
If you’re not currently implementing an SEO strategy into your business, or currently not using Entity-based SEO, talk to Smartfish and we can assist you with the SEO of your website and social media.