The approaches needed to succeed in search engine optimization (SEO) are constantly changing, requiring businesses to use innovative strategies, and move beyond the “traditional” SEO approach of simply using keywords and keyword synonyms.
By moving away from keywords and taking an entity-based SEO approach to search marketing, we can provide more relevant content to both Google and potential customers.
What is Entity-Based SEO? An approach to search engine optimization that focuses on topics or “entities” instead of relying soley on keywords. An entity is anything unique and well-defined. Examples include a person, place, organization or concept.
What is Google’s Knowledge Graph?
To understand the importance of entity-based SEO, we need to understand Google’s Knowledge Graph. Google’s knowledge graph is a large and constantly evolving database that provides the search engine with information about the relationships between entities.
An entity is singular, unique and well defined. It does not need to be of material existence. Entities in the knowledge graph can be a person, place, organization, thing, or abstract concept. Each one is characterized by unique attributes and its relationships with other entities. The Knowledge Graph’s ability to interpret relationships between entities allows Google to do the following:
Display knowledge panels
Google can automatically provide essential information directly in the search results
Help semantic search by understanding the context behind queries
Using the Knowledge Graph, Google can grasp the broader meaning behind your search, even if you don’t use all the technical terms.
Disambiguate queries
Google can decipher searches that might have more than one interpretation
Create rich snippets and structured data
The search results are enhanced with additional details like reviews, star ratings, or event information
How to Take an Entity-Based Approach to Search Engine Optimization
Instead of focusing on specific keywords and phrases, entity-based SEO emphasizes the context and relevance of the entities. Some key factors to consider include:
Entity-focused content optimization
Entities over keywords
Instead of targeting broad keywords like “best smartphones,” focus on specific entities like “iPhone 13” or “Samsung Galaxy S21” and their unique attributes. This approach works better with how search engines categorize information.
Contextual relevance
Make sure your content is comprehensive and gives context to the entities. For example, a page about “Albert Einstein” should cover his contributions to physics, his theories, key events in his life, and related scientific concepts. This depth of information helps search engines understand the entity and enhances the content’s relevance.
Structured data
Using schema markup helps search engines understand entities and their properties on a webpage. This structured data makes your content more accessible and easier for search engines to categorize.
Enhance website structure
Consider the following strategies to optimize your website’s structure for entity-based SEO:
Organize content into clear categories and subcategories
For example, on a website about a historical figure, sections like “Biography,” “Achievements,” and “Quotes” may have their own subtopics. This hierarchical structure helps search engines understand what your site is about.
Use menus and internal links
Enable users and search engines to find related content quickly by using well-thought out and simple to navigate menus that reinforce entity relationships.
Cluster content around key entities
By creating comprehensive pillar pages, which act as hubs for specific topics, and connecting them to related content, topical authority is enhanced.
Internal linking best practices
Effective internal linking is needed to distribute link equity across your website and make search engines understand the relative importance of different pages on your site. To do this you can do the following:
Make sure anchor texts are descriptive and relevant by using keywords.
For example, use “support meaningful community engagement” instead of “click here.”
Link to the parent category or service page to highlight key content.
Avoid using the same anchor text for different pages to prevent confusion.
Place links higher on a page.
Avoid overlinking.
Aim for a balanced number of links to keep readability and SEO value.
Always review the mobile version of your website.
Verify that internal links are still easily accessible and functional, even on smaller screens.
Take Initiative with Your Digital Marketing Strategy with Entity-Based SEO
Entity-based SEO represents a shift from traditional keyword-focused strategies to a subtler approach that leverages Google’s understanding of entities and their relationships with each other. By focusing on entities, giving context, using structured data, and optimizing your website’s structure and internal linking, you can enhance your site’s visibility and relevance in search results for the topics you want to be most visible for.
