Entity-Based Indexing: The Backbone of GEO
From Strings to Things
In the past, search engines matched "strings" of text (keywords). Today, AI and modern search engines understand "things" (entities). Entity-Based Indexing is the method by which search engines organize information based on distinct concepts—people, places, organizations, and ideas—rather than just keywords.
What is an Entity?
An entity is any distinct, well-defined concept that can be identified by a search engine. For example, "Apple" is not just a word; it is an entity that can be:
A fruit (Entity A)
A technology company (Entity B)
A record label (Entity C)
The Knowledge Graph disambiguates these meanings based on context.
How AI Understands Context
Generative AI models (LLMs) rely heavily on entity relationships to generate accurate answers.
Nodes and Edges: Think of the web as a giant map. Entities are the "dots" (nodes), and the relationships between them are the "lines" (edges).
Contextual Relevance: If your content mentions "Jaguar" alongside "speed," "engine," and "luxury," the AI understands the entity is the car, not the animal.
Authority Transfer: If your brand (Entity) is frequently associated with "High-Performance Computing" (Topic Entity) on authoritative sites, the AI links your brand to that expertise.
Optimizing for Entity-Based Indexing
1. Define Your Entities Clearly
Ensure your "About Us" page and Schema Markup clearly define who you are and what you do. Use the sameAs property in Schema to link your brand to its Wikipedia page, Crunchbase profile, or social media handles.
2. Build the Knowledge Graph
Create content that connects your brand entity to relevant topic entities.
Bad: "We do good SEO."
Good: "[Brand Name] specializes in Generative Engine Optimization (GEO), leveraging Natural Language Processing (NLP) strategies."
3. Consistent Naming (NAP+W)
Ensure your Name, Address, Phone, and Website (NAP+W) are consistent across the entire web. Inconsistencies confuse the Knowledge Graph and dilute your entity strength.
FAQ: Entity Strategy
Q: How do I check my brand's entity status? A: You can use Google's Knowledge Graph API or tools like InLinks or TextRazor to see how machines interpret your content and identify entities.
Q: Does keyword density still matter? A: It matters less. "Term Frequency-Inverse Document Frequency" (TF-IDF) and semantic relevance are more important. Focus on covering the topic comprehensively rather than repeating a keyword.
Q: Can a small brand become an entity? A: Yes. By consistently publishing authoritative content and getting cited by other established entities (niche blogs, news sites), you can establish your place in the Knowledge Graph.
References
Google Knowledge Graph API: Official Documentation - https://developers.google.com/knowledge-graph/
Semrush: What are Entities in SEO? - https://www.semrush.com/blog/entity-seo/
Last updated