Entity-Based SEO: Moving Beyond Keywords
Introduction: From Strings to Things
For over two decades, SEO was a game of matching "strings"—specific sequences of characters that users typed into search bars. If you wanted to rank for "best running shoes," you needed that exact phrase on your page. Today, that era is ending.
Entity-Based SEO marks the shift from optimizing for keywords (strings) to optimizing for entities (things). Google and AI models now understand that "Apple" is a technology company, a fruit, or a record label depending on the context. To succeed in GEO (Generative Engine Optimization), you must teach the machine who you are and what you mean, not just which words you use.
What is an Entity?
Google defines an entity as:
"A thing or concept that is singular, unique, well-defined, and distinguishable."
An entity can be a person, place, organization, event, or even an abstract concept. In the eyes of a search engine, an entity is not just a word; it is a unique ID in a massive database known as the Knowledge Graph.
Focus
Specific words/phrases
Concepts & Real-world objects
Goal
Match user query text
Establish identity & context
Mechanism
Frequency & Placement
Relationships & Attributes
Outcome
Ranking for a specific term
Ranking for a topic/intent
The Knowledge Graph: The Brain of Search
Think of the Knowledge Graph as a giant mind map.
Nodes: The entities (e.g., "Elon Musk", "Tesla", "SpaceX").
Edges: The relationships between them (e.g., "Elon Musk" is CEO of "Tesla").
When you search for "Tesla CEO," Google doesn't look for pages containing the string "Tesla CEO." It looks at the Knowledge Graph, identifies the relationship, and returns "Elon Musk" as the answer.
Why this matters for GEO: Generative AI models (LLMs) work similarly. They map concepts in vector space. If your brand is not established as a clear entity with strong relationships to your industry topics, AI cannot confidently cite you.
3 Strategies to Optimize for Entities
1. Define Your Identity (N-A-P + W)
Consistency creates confidence. Ensure your core entity details are identical across the web:
Name: Consistent spelling.
Address/Phone: Vital for local entities.
Web/Wikidata: If you don't have a Wikipedia page, create a Wikidata entry. This acts as a primary "ID card" for Google.
2. Leverage "SameAs" Schema
You must explicitly tell Google which social profiles and external sources belong to you. Use the SameAs property in your Organization schema to disambiguate your brand.
"sameAs": [ "https://www.facebook.com/yourbrand", "https://www.linkedin.com/company/yourbrand", "https://www.wikidata.org/wiki/Q12345" ]
This connects your disparate digital footprints into a single, authoritative entity profile.
3. Build "About" and "Mentions" Relationships
In your content, don't just use keywords; link to other entities to establish context.
Internal Links: Link to your other service pages to show the relationship between your brand and those services.
External Links: Link to authoritative entities (Wikipedia, government sites) to anchor your content in established facts.
Schema Markup: Use
aboutandmentionsschema properties to tell bots exactly what entities are discussed in your article.
Conclusion
Keywords are for matching; Entities are for understanding. In the age of AI, being "understood" is the only way to be cited. By shifting your focus to building a robust, interconnected entity profile, you ensure that both Google and AI models know exactly who you are and why you matter.
FAQ: Entity-Based SEO
Q: Can I do Entity SEO without technical skills? A: Yes. While Schema markup helps, the core is writing clear, factual content that defines terms and links to authoritative sources.
Q: How do I know if Google recognizes my brand as an entity? A: Search for your brand name. If a "Knowledge Panel" appears on the right side (desktop) or top (mobile), you are a recognized entity.
Q: Is keyword research dead? A: No. Keywords still help you understand user demand (what people are asking). Entities help you provide the machine-readable answer.
References
Clearscope: What is an Entity in SEO? (https://www.clearscope.io/blog/what-is-an-entity-in-SEO)
Search Engine Journal: Entity SEO: The Definitive Guide (https://www.searchenginejournal.com/entity-seo/492947/)
Google: About the Knowledge Graph (https://blog.google/products/search/introducing-knowledge-graph-english/)
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