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.
How Do Entities Link Together?
Entities can be keywords, and conversely, keywords can also be entities. The interrelation between terms for searchers is what matters. Getting into their heads is essential to unearth all the possibilities. Researching consumers’ habits, trends, and Google analytics is critical to maximizing the potential of SEO entities.
Adding links to valued resources has always been an effective SEO strategy. A New York SEO company with links to various specific services will appear more often in related search engine results. A page with links to other marketing resources in the New York City area would rank well for related SEO topics. Weaving relevant links into keyword-rich content helps diversify web pages and articles to cover a broader range of related topics.
For example, a searcher might want to attend marketing and SEO events in New York City. An article with links to the events provides useful information to searchers. Plus, it brings targeted traffic to the website posting it. Visitors searching for specific marketing information may stay and continue to surf the website. If they find what they want, they are likely to return.
Focus on Authority and Relevance
To establish entities, focus on authority and relevance. Naturally include a variety of related sub-topics within the main topic. Include research links from trusted authorities and existing knowledge bases. Google’s methods handle unstructured data by using known entities to see if they have connections with unknown ones.
With that in mind, it is likely to become a recognized entity in a narrow playing field rather than a broad one. Ranking for SEO services in New York City is easier than ranking for SEO services in the United States. Subcategories, such as link building in NYC, would become associated with SEO services in New York City when effectively integrated into content and web pages.
Covering a broad topic without including subcategories means missing out on possible entities in SEO. The natural integration of a myriad of related topics helps create entities. A CEO whose name appears on many research papers and authoritative articles can become an entity within the topic of SEO services in New York City. The possibilities for branding, reputation, and establishing trust are unlimited.
Honing in on Organization of Unstructured Data
Google organizes unstructured data by name, entity ID, class, attribute, relationship, and relevance. To determine if the subject is an entity, Google it to see if a dedicated knowledge panel appears. William Shakespeare has a knowledge panel with links to his wife, works, and other related topics. Thus, William Shakespeare is an entity with associated entities and topics appearing in the knowledge panel.