Mark Lowry

How Entity-Based SEO Can Help Your Strategy

In the world of search engine optimisation (SEO) things change fast. One of the biggest things that has become super important is entity based SEO, a total game changer for online visibility. Understanding entities and how they impact SEO is key to developing strategies to dominate search engine rankings.

Entity based SEO is all about entities, people, places, things or concepts that exist and are relevant in our world. Search engines like Google use entity recognition algorithms to understand search queries better and give users more accurate and personalised results. By recognising entities and their relationships websites can get a lot more visibility in search engine results pages (SERPs).

You can get many benefits by incorporating entity based SEO into your digital marketing. Firstly it allows search engines to understand the content on your website better and get indexed and ranked better in SERPs. Secondly by strategically using entities you can increase your website’s authority and credibility in your niche. Creating content that connects entities with keywords and context attracts search engine crawlers and human users and gets you higher organic rankings and more organic traffic.

In short getting to know entity based SEO is key for businesses and website owners who want to dominate their online presence. By using this approach you can tap the power of entities and create SEO strategies that will get your website to the top of search engine rankings.

Entities in SEO

In SEO terms entities are distinct and identifiable objects such as people, places, organisations and concepts that can be mentioned in web content. Understanding entities is key to search engine optimisation as it helps search engines like Google understand the meaning and relevance of a webpage.

Definition of Entities in SEO

In entity based SEO entities are the blocks that search engines use to understand and organise information. They can be anything that exists in the physical or digital world and can be uniquely identified. By recognising and categorising entities search engines get a deeper understanding of content and its context and can give more accurate and relevant results.

Types of Entities

Entities come in many forms including but not limited to:

People: Individuals, celebrities, public figures etc.
Places: Cities, countries, landmarks, addresses etc.
Organisations: Companies, institutions, non-profits etc.
Concepts: Abstract ideas, specific terms, topics etc.

How Search Engines Use Entities to Understand Content

Search engines (especially Google) use entities to understand the meaning and relationships within web content. By looking at the entities mentioned in a webpage search engines can work out the topic, intent and relevance of the content to user queries. This allows search engines to give more relevant search results that match user intent.

Semantic Search and Entity Based SEO

Semantic search is a game changer in the world of search engine optimisation (SEO). With entities in SEO understanding how semantic search works and its importance in entity based SEO is key to online success.

What is semantic search technology

Semantic search technology is about understanding the intent and context behind search queries not just matching keywords. It allows search engines to give users more relevant and accurate results.

How semantic search looks at relationships between entities

One of the key aspects of semantic search is its ability to look at relationships between entities. Entities can be any person, place, thing or concept. By understanding these relationships search engines can give users a deeper understanding of the search topic and give more comprehensive results.

Benefits of optimising for semantic search

Optimising for semantic search can bring many benefits to your entity based SEO:

Improved search visibility: By using semantic keywords and understanding the intent behind search queries your content can rank higher in relevant search results.
Better user experience: Semantic search gives search engines more relevant and personal results and gives better user experience to your target audience.
More organic traffic: When your content matches user intent it attracts more organic traffic from users who are interested in your topic or offer.
Better understanding of user behaviour: Through semantic search analysis you get valuable insights into user behaviour and can optimise your content and marketing strategies accordingly.

Using Structured Data for Entity Based SEO

Structured data and schema markup is key to entity based SEO. By giving search engines more information about your web content structured data helps to understand and see entities.

Search engines use structured data to understand the context and meaning of different entities on a webpage. By using schema markup you can make sure search engines understand the entities in your content.

Adding structured data to your website is easy. Start by identifying the entities relevant to your content and then choose the correct schema types. For example if your webpage is about books you can use the Book schema to provide details like book title, author and genre.

Here are some implementation tips to add structured data to your website. Firstly make sure your schema markup code is accurate and well formed. This will allow search engines to parse the structured data correctly and show rich snippets in search results.

Also keep your structured data up to date. If there are changes to the entities on your webpage make sure to update the structured data. This will help search engines have a clear understanding of your content.

Also use strong tags in your structured data. By bolding important information with strong tags search engines can prioritise and understand the critical details of your entities.

Using structured data for entity based SEO can give your web content more visibility and relevance. By using schema markup and giving search engines the information they need you can make sure your entities are seen and understood and get better search engine rankings and more organic traffic.

Using the Knowledge Graph for SEO

The knowledge graph is a powerful tool in entity based SEO that gives your website more visibility and credibility. Using the knowledge graph you can optimise your website content and get many benefits.

What is the knowledge graph and how it relates to entity based SEO

The knowledge graph is a knowledge base created by search engines to improve search results by providing answers directly on the search results page. It is built by extracting and organising data from various sources including websites, databases and user generated content.

In entity based SEO the knowledge graph is key as it helps search engines understand the relationships between entities and their attributes. By integrating your website with the knowledge graph you can get more visibility in search results and be seen as a trusted authority.

How to optimise website content for knowledge graph integration

To optimise your website content for knowledge graph integration you must make sure your content is structured and marked up with structured data. This means using schema markup to highlight your content’s entities and attributes.

By using schema markup you are giving search engines explicit information about the entities on your website and their relationships. This allows search engines to understand your content better and show information from your website in the knowledge graph.

Benefits of having your entity in the knowledge graph

Having your entity in the knowledge graph gives you many SEO benefits. Firstly it gives your website more visibility and exposure by showing information about your entity directly in search results.

Also being in the knowledge graph establishes your entity’s credibility and authority in your niche. Users are more likely to trust and click on entities in the knowledge graph and get more organic traffic and higher CTR.

Also having your entity in the knowledge graph improves your website’s overall search engine rankings. Search engines rank entities in the knowledge graph higher so it’s easier for your website to show up in top search results for relevant queries.

On-page elements to optimise for entities

For entity based SEO on-page optimisation is key to get more visibility in search results. Here are some of the ways:

Keyword Placement: Include your target entities in the page content, headings and subheadings to make them more prominent.
Entity Focused Meta Tags: Create meta tags focused on your entities including relevant keywords and a description.
Header Tags: Use H1, H2 and H3 tags to highlight the importance and relevance of your entities in the page.
URL Structures: Optimise your URLs by including keywords for your entities so search engines and users can understand better.
Internal Linking: Create a strong internal linking structure to connect entity based pages and pass search engine authority and entity relevance.

Why entity focused meta tags, headers and URL structures matter

Entity focused meta tags, headers and URL structures are key to getting more visibility and relevance for your entities. By including relevant keywords and highlighting your entities in these on-page elements you can:

Increase Click-Through Rates (CTRs): Optimise meta tags, headers and URL structures to engage users and get higher CTRs.
Improve Search Engine Understanding: Clear entity definition through on-page optimisation helps search engines to understand relevance and context better.
Better User Experience: Well structured headers and URLs make it easier for users to navigate your website and overall experience.
Faster Indexing: By including entity focused meta tags, headers and URL structures search engines can crawl and index your pages faster and get more visibility in search results.

How to include entities in website content

To include entities in your website content follow these best practices:

Content Relevance: Make sure your content is about the entities your website is about. Write naturally, use entities in context and don’t keyword stuff.
Multiple Entities: Include multiple related entities in your content to show their relationships and expand semantic relevance.
Structured Data Markup: Use structured data markup like schema.org to give search engines more information about your entities.
Unique Content: Create unique, informative and engaging content around your entities to attract search engines and users.

Entity Relevance and Ranking in Search

How entities affect search engine rankings:

Entities matter in search engine rankings.
Search engines want to show the most relevant and accurate results to users.
Entities are based on real-world people, places, things and concepts.
Entity based SEO is about optimising content to match these real-world entities.
By recognising entities search engines can show more meaningful results.

Factors for entity relevance in search:

Relevance and context are key to entity relevance.
Content quality and user intent also impact entity relevance.
Consistent, accurate and up-to-date structured data can improve entity relevance.
Links from authoritative sources that connect to entities increase relevance.
Engagement metrics like CTRs and time on page also affect entity relevance.

Tips to improve entity relevance to get more visibility:

Research the entities relevant to your website and target audience thoroughly.
Create high quality, well structured content around these entities.
Use structured data markup to give search engines explicit entity information.
Optimise on-page elements like titles, headings and meta descriptions with entities.
Build authoritative backlinks that establish your website’s credibility about entities.
Monitor and update structured data regularly to keep it accurate and relevant.

Conclusion

Last words on entity based strategies for long term results:

Entity based SEO is key to long term search engine visibility and user engagement. By using entity based tactics websites can:

Increase online presence and website performance.
Get more organic traffic and target audience.
Show more accurate and relevant search results.
Establish expertise in their industry.

Try entity based SEO tactics for better website performance:

Follow this content plan and educate your audience on entity based SEO and give them the knowledge and strategies to optimise their website for better search engine visibility and user experience. Get started today!