When asking the question, what are SEO entities, Google patents provide the literal answer. For SEO strategizing, a critical element is recognizing the relationship between keywords and entities. Understanding the concept of entities is one of the most compelling ways to boost targeted traffic and increase conversion.
Unstructured data must be organized to appear in relevant search engine results. Schema is the technical language that creates a structured group of data that becomes recognizable during searches. An entity is how Google handles unstructured data. Links connect web pages and help boost SEO.
The integration of these elements is how Google ranks web pages based on relevance and relationship. Discover how to harness the power of entities to improve branding, increase traffic, and establish authority.
What Is An SEO Entity?
The most logical definition of an entity is in Google’s patent. To be more specific:
An entity is a thing or concept that is singular, unique, well-defined, and distinguishable. For example, an entity may be a person, place, item, idea, abstract concept, concrete element, other suitable thing, or any combination thereof. Generally, entities include things or concepts represented linguistically by nouns. For example, the color “Blue,” the city “San Francisco,” and the imaginary animal “Unicorn” may each be entities.
Entities are notable, such as a specific movie star in a titled movie. The names of the extras in a search for the film would not appear, but the star’s name is likely to come up often. While entities in SEO remain somewhat mysterious, their value has been discussed since 2012, with the original patents dating over a decade ago. Search engines’ goal was to go beyond indexing data into understanding it to improve the user experience.
On a more technical note, entities based on the Google Knowledge Graph are schema types, specifically semantic data objects. Each has a unique identifier, and together are a collection of properties based on topics they represent. Plus, they become links representing a specific topic with its relationship to additional entities.
What Role Do Keywords Play?
Content and keywords create a web page recognizable to search engines. Links connect topics and web pages, as well as entities. Keywords are the words and phrases people type into search engine boxes when they want to find something specific, such as SEO services in New York City. Searchers want answers to their questions, rather than keyword-rich content that provides no real response. As a result, entities improve the overall user experience.
Focusing on keywords alone fails to reply to searchers’ real questions fully. Entities are people, places, things, and concepts, such as topics and brands. People are looking for something related to the keywords they plug into a search engine box. Search intent is a crucial factor in maximizing SEO efforts to span both keywords and entities. What do searchers really want? And what keywords will help them find the answers?
Weaving targeted keywords and phrases naturally into rich content provides one-stop answers to searchers. People want to find answers fast. Content with a full range of related topics to the original search, and links to useful resources, does well with search engines and consumers.
If a subject or thing does not have a knowledge panel, it is unstructured data. Gaining a knowledge panel for this entity is a way to boost SEO, branding, and authority. The knowledge panel acts as an ongoing resource without paying for advertising. Plus, the entity becomes notable to real people and search engines by having a knowledge panel.
Much like “People Also Ask,” knowledge panels are opportunities for ongoing SEO exposure on the coveted first page of Google’s search engine results. Whether the subject becomes a knowledge panel or part of another entity’s knowledge panel, more targeted traffic sees the link. Another way to find related topics, keywords, and entities is by exploring “People Also Ask.” Becoming a SERP suggestion on a knowledge panel increases targeted traffic.
Strategies for Future SEO Success
Entities are expected to become more relevant than keywords and links. Focusing on entities is a way to secure future SEO success. Schema markup and building your entities ensure relevancy as search engines evolve to improve the user experience continually. Creating content focused on the user experience, with related keywords and links, helps secure an entity.
One way is to build your brand as an entity to Google Knowledge Graph. Secure listings in relevant brand directories, such as Yelp, and maintain complete business profiles on social media such as Facebook, LinkedIn, Twitter, and Instagram. Work to secure links and mentions from other entities within your industry. Claim and complete your Google My Business profile.
Depend on structured data by adding tags from Google to define which content is an entity and its attributes. This helps tie your business to other local entities to increase your rank in local searches. Making connections is the way to create entities and become part of existing ones.
Developing Robust Content
Rich content includes related topics searchers find relevant. A simple Google search about a topic reveals a wealth of potential ideas. Explore the knowledge panels, “People Also Ask” section, and results for suggestions to add to your content. An image search also includes modifiers that reveal more ideas. Visit the Wikipedia page for a topic and scroll to the bottom to check out the resources.
Forums and social media are sources of current trends and discussions. What are people talking about, and why does it matter? How do your products and brand provide meaningful answers? Perform keyword research to determine how to hone in on the latest industry developments to create content that becomes a useful resource. Include images, graphs, and videos supporting the topic.
Talk to your consumers to find out more about what they want. Getting into the minds of searchers is how marketers stay ahead of the curve. As search engines and searchers become more sophisticated, the content must keep up with the demand for resources that matter and provide fast answers.
As search engines continue to strive to improve the user experience, marketers must do the same. The days of one-and-done SEO and content with keywords are over. Users expect more from content and brands and delivering it is crucial to remain relevant. Branding and authority are more important than ever before, as evidenced by the growing importance of entities.
If entities remain a mystery, the professional team at Galileo Tech Media can help you organize your information to make the most of this SEO strategy. In a continually changing industry, keeping up with SEO evolutions is our full-time pursuit. Let us become a strategic partner to enhance your current SEO strategies and integrate innovative ones to secure your future position.