Entity-Based SEO: Future-Proofing Your Website for Semantic Search

In the fast-paced world, search engine optimization is a great way to stay ahead easily. Now, beyond traditional keyword matching, various other approaches are being adopted, such as entity-based SEO, as search engines continue to become smarter day by day. It is an innovative concept of search engines that basically provides a relevant and user-centric search experience. As a result, you will find better visibility in search results.

The Entity-based SEO process works great for long-term visibility as it stands. It understands what search engines are looking for and what their content is, and then moves the process forward accordingly. The key to this SEO process is to focus on entities instead of keywords. This wide range of related searches can help improve a website’s ranking by increasing the number of visitors to the website very quickly.

Entity SEO is a modern SEO approach that moves away from keywords and focuses primarily on entities. It’s main focus is on identifiable things like people, places, brands, organizations, or abstract concepts etc. This approach, working in contrast to traditional SEO, helps search engines understand entities, which ensures faster ranking.

Entity-based SEO and keyword-based SEO are not the same when it comes to optimizing content to improve search engine rankings, and there are many differences between them. We all know that entity-based SEO mainly targets a word or phrase, but we may not realize that the entity-based SEO process focuses on the context and meaning of the content. This makes entities unique by providing a distinct concept.

Here are the key differences between these two SEO processes that lie in their approach to search relevance:

Specificity vs. Context:  When users type a query into a search engine, keyword SEO focuses on specific, often exact matches or close variations of a word or phrase. However, entity-based SEO focuses on providing context and helps create meaning by connecting different but related concepts. This increases the understandability of the content beyond the specific phrase and makes visitors more likely to visit.

SEO Tactics: The core of keyword-based SEO is keyword optimization, which focuses on increasing visitor traffic by placing meaningful words and specific phrases in strategic places such as titles, meta descriptions, and meta tags.

But entity-based SEO is about creating content that establishes a relationship and context to the topic through entity optimization. It links to related topics in the process, making it easier for visitors to search.

Search Engine Interpretation: Keyword-based SEO focuses on keywords, when entered into the search engine’s search bar, will help you connect with relevant pages, so you can easily find the right answer to the user’s query.

Entity-based SEO process helps visitors understand the meaning and relationship of content, resulting in more updated and relevant results.

Different studies say that for small businesses, entity-based SEO works great because in this case, competitive advantage can be gained by utilizing both keywords and entities in the strategies.

Example about Content Creation: If you want to create content about HVAC services, instead of just inserting keywords, also discuss concepts related to this service, such as its efficiency, power, power consumption, maintenance tips, benefits of this device, etc. This is an effective method for search engines right now that will make search engines recognize your content more widely.

Knowledge Graph Optimisation:

Google’s Knowledge Graph is an efficient system that works great using entity-based SEO methods and their relationships to create connected search results.

As a part of a larger initiative, this Knowledge Graph improves natural language processing capabilities. Google and other search engines usually try to better understand entities and the relationships between them to better interpret complex search queries. As a result, they can provide accurate results much faster.

For Example, HVAC companies mention their brand in relevant articles, then link to the brand on authoritative sites. Then, the results are easily optimized by properly categorizing them across the web.

Google is currently prioritizing entity-based SEO over keywords because it works great at providing relevant search results. This SEO approach assists Google and search engines in understanding the underlying meaning of a user’s query. Entities are representations of real-world concepts, which help search engines analyse the relationships between topics and thus provide accurate answers to users’ queries much faster.

Query Disambiguation:

• With Entities, the ambiguity in queries can be removed and brings true clarity to the content. If you use keywords like “Jaguar” in the search engine search bar, the entity context can deliver the right result by analysing your requirement (e.g., “luxury car brand” vs. “wild animal”)
• Clear entity relationships help optimize pages that closely match the user’s requirements.

Knowledge Graph Inclusion:

• If your informative content revolves around entities already in Google’s Knowledge Graph, you can find it in the “People Also Ask” boxes or Knowledge Panels.
• It is well suited to informational and navigational purposes. This type of content is consistent with the user’s requirements.

Content Gaps and User Needs:

• If you map your content to specific entities, it will work better to answer user questions and concerns.
• For example, if a searcher is looking for the best mirrorless camera, entity-aware content will also include the specific model (entity), specifications, and comparisons, making your search much easier.

Use Structured Data (Schema Markup)

Using structured data in search engines, helps search engines easily and clearly understand the entities you are referring to.

Use schema.org to tag:

• Articles
• People
• Products
• Organizations
• Events
• FAQs, Reviews, and more

Build a Strong Internal Link Structure

It is very important to connect topics to your business website pages. This method greatly strengthens the entity relationships you want to establish.

Example:
For “Digital Marketing,” website, you should link to deeper topics like “SEO,” “Content Marketing,” and “Social Media Strategy”. It helps to enhance the conversion rate to the website.

Create Contextually Rich Content

To create contextually rich content, you should focus on

• Synonyms, variants, and related terms
• Contextual mentions of relevant entities
• Use the FAQ for replying to the related questions (Who, What, When, Where, Why, How)

In this case, you can use the tools like:

• Google’s NLP API Demo
• InLinks
• MarketMuse

Leverage Google’s Knowledge Graph

In this case, you can use Calicube’s Knowledge Graph Checker tool to help identify if your business or brand is already in Google’s Knowledge Graph.

If it is not in Google’s Knowledge Graph, then you should follow some tactics such as:

• List your business or product on Wikipedia (if notable)
• across the web, try to maintain consistent NAP info such as your Name, Address, Phone)
• Focus on creating the optimizing your Google Business Profile
• Use Wikidata, Crunchbase, and other trusted data sources

Earn Backlinks from Trusted Sources

Try to earn high-authority backlinks that prove your content (and the entity associated with it) is credible and relevant. So focus on:

• PR mentions
• Authoritative niche blogs
• Academic and government references (if applicable)

Many people think that entity-based SEO means abandoning keywords altogether, but that’s not true. This SEO means layering meaning and context on every page of your website. By establishing relationships between business concepts, visitors are more likely to focus on them. It also helps you structure your content more clearly. All of these factors help search engines understand your site better, improving your rankings.