How Entity SEO Is Changing The Landscape of Google Rankings

by Sandy Meier

Entity SEO is the future of search optimisation, and it can significantly boost your Google ranking.

In this article, we define what entity SEO is, and will explain how to use it effectively. We will also touch on how they function in Google Search.

Therafter, we’ll provide strategies for optimising your content with entities and highlight common mistakes to avoid.

By the end, you’ll understand how to leverage entity SEO for better search visibility and rankings.

What Is An Entity In SEO?

An entity in SEO refers to a thing or concept that is singular, unique, well-defined, and distinguishable.

In our experience, entities can be people, places, organisations, events, or any other unique item. Search engines recognise these entities and are pivotal in organising and understanding content.

Entities help search engines comprehend the context of a page rather than just relying on keywords. Search engines can provide more accurate and relevant search results by focusing on entities.

This improves your SEO performance by ensuring that your content is matched with the most relevant queries.

The Google SEO Starter Guide emphasises the importance of structured data and quality content. Structured data helps search engines understand the context of your content, similar to how entities function by providing clear, unambiguous information.

According to the guide, using structured data can enhance your site’s visibility and improve the quality of search results, ensuring users get relevant and accurate information.

For example, if you write about “Albert Einstein,” Google recognises the entity and connects it to related topics like “theory of relativity” and “Nobel Prize.” This interconnected understanding boosts your organic SEO reach by making your content more discoverable in relevant searches.

Incorporating entities into your content strategy can significantly enhance your organic optimisation efforts.

By clearly defining and linking entities within your content, you help search engines create a more detailed and accurate representation of your information, leading to improved search visibility and higher rankings.

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Examples Of Entities

Entities encompass a broad range of items. Here are a few examples:

People: Elon Musk, Shakespeare, Marie Curie.
Places: Eiffel Tower, New York City, Mount Everest.
Organisations: Google, World Health Organisation, NASA.
Events: World War II, the Olympics, the Super Bowl.

Each of these entities is unique and recognised by search engines, helping them understand and categorise information more effectively.

This enhances the accuracy of search results, benefiting users looking for specific information.

Incorporating well-defined entities into your content ensures better context and relevance, which are key to improving your SEO performance.

Our team leverages this approach to deliver exceptional content that resonates with search engines and audiences alike, driving higher visibility and engagement.

What Is “The Knowledge Graph”?

The Knowledge Graph is a database used by Google to enhance its search engine’s results with semantic search information gathered from a wide variety of sources. This database helps Google understand facts about people, places, and things, and how these entities are all connected.

According to SEMrush, the Knowledge Graph allows Google to provide users with relevant, contextually rich search results by understanding the relationships between various entities.

This database is crucial for entity SEO because it enables Google to present Knowledge Panels on the right side of search results, helping users find the information they need more quickly and accurately.

These panels often include images, a summary of the entity, and related search topics, enhancing the user experience and engagement.

By leveraging the Knowledge Graph, we ensure that our content aligns with Google’s advanced understanding of entity relationships, thereby improving SEO performance.

Our expertise in crafting content that is recognised by the Knowledge Graph helps elevate your website’s visibility and authority, ultimately driving more organic traffic.

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Why Are Entities Important?

Entities are crucial because they enable search engines to understand content on a deeper level, among other reasons:

Contextual Understanding

Our research indicates that entities provide context, making it easier for search engines to understand the content. When search engines identify entities within your content, they can connect various pieces of information, allowing for a more comprehensive understanding.

For instance, recognising “Shakespeare” as an entity helps Google link related topics like “Hamlet” and “Elizabethan era,” enriching the search experience.

Improved Relevance

By recognising entities, search engines can match queries with more relevant results. This is essential for improving your SEO performance. For example, a search for “Apple” could refer to the fruit or the tech company.

Entities help search engines determine the intended meaning based on the context, delivering more accurate results.

Enhanced Search Features

Entities contribute to rich search features like Knowledge Panels, answer boxes, and more. These features enhance user experience by providing quick access to detailed information.

Incorporating entities into your SEO strategy improves your website’s visibility and ensures your content is accurately understood and categorised by search engines. This leads to higher rankings and better engagement from your audience.

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How Entities Work In Google Search

Entities work by helping Google connect various pieces of information across the web. When Google identifies an entity, it can link related content and provide more comprehensive search results.

This interconnected web of information enhances the search experience by delivering detailed and relevant results.

For instance, a search for “Barack Obama” might yield a Knowledge Panel with information about his biography, achievements, and related searches.

This is because Google recognises “Barack Obama” as an entity and can pull together data from various sources to present a cohesive picture.

Entities also help Google understand the relationships between different pieces of content.  For example, recognising “World War II” as an entity allows Google to connect it to related entities like “Winston Churchill,” “D-Day,” and “Holocaust.”

This network of connections helps Google present more informative and contextually rich search results.

By leveraging entities, Google can provide users with immediate answers and detailed information. This not only improves the user experience but also enhances the discoverability of your content.

Incorporating entities into your content strategy ensures that your website is part of this interconnected web, leading to better visibility and higher search rankings.

Does Google Use Entities as a Ranking Factor?

Yes, entities play a significant role in Google’s ranking algorithm. Google uses entities to understand the relationships and context within your content. This deeper understanding allows Google to rank pages more accurately based on relevance and authority.

By incorporating entities, you can enhance your site’s visibility and see where your website ranks more favourably in search results.

For instance, content that clearly defines and connects entities is more likely to be viewed as authoritative and relevant, leading to higher rankings.

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How Entities Are Used For Ranking

Entities are used in various ways to influence rankings. Let’s explore some key aspects:

Language Agnostic

Entities are language-agnostic, meaning they transcend language barriers. Whether the content is in English, Spanish, or any other language, the entity remains the same.

This universality allows Google to recognise and rank content globally, enhancing your SEO organic reach. For instance, “Eiffel Tower” remains the same entity regardless of the language of the content.

Connections Between Entities

Entities don’t exist in isolation. They’re connected to other entities, forming a web of relationships (see the Albert Einstein example above).

These connections help Google understand the broader context and improve search results. By creating content that highlights these relationships, we can improve your site’s visibility and relevance.

How To Optimise For Entities

Optimising for entities involves several strategies. Here are some key tactics:


First mention location (1st-LOC) refers to the strategic placement of entity mentions. Ensure that entities are mentioned early in your content to signal their importance to search engines.

Placing the entity at the beginning helps Google immediately recognise its significance.


Head-count involves the frequency of entity mentions. While it’s essential to mention entities multiple times, avoid overstuffing.

Aim for a natural, contextually appropriate frequency to maintain readability and relevance.


Mentions are references to entities across your content. Utilise synonyms and related terms to provide a comprehensive view of the entity. This helps Google understand the entity’s relevance and context, making your content more likely to rank well.

Entity Centrality

Entity centrality focuses on making the entity a core part of your content. Ensure that the entity is central to your topic and is discussed in detail. This reinforces the entity’s significance and helps Google rank your content higher.

By implementing these strategies, you can enhance your content’s visibility in search results.

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How To Take Advantage Of Entity SEO

To leverage entity SEO to its fullest potential:

Identify Key Entities

Determine which entities are relevant to your content and audience. Start by researching entities that are frequently searched within your niche.

As per our expertise, tools like Google Trends and SEMrush can help identify these entities. Understanding your target entities allows you to create content that resonates with your audience and aligns with search engine expectations.

Use Structured Data

Implement structured data (schema markup) to help search engines recognise and categorise entities.

Schema markup helps search engines understand the context and relationships of your entities, making your content more discoverable.

Create Comprehensive Content

Write in-depth content that thoroughly covers the entity and its related aspects. Comprehensive content improves user engagement and signals to search engines that your site is an authoritative source.

Discuss various facets of the entity, including historical context, significant achievements, and related entities. This thorough approach helps in capturing a wider range of search queries related to the entity.

Build Quality Links

Acquire backlinks from authoritative sources that mention your key entities through a guest posting service or link insertions. High-quality backlinks from high domain authority websites boost your content’s credibility and authority.

Collaborate with reputable websites and industry experts to gain these valuable links. This will improve your search rankings and establish your site as a trusted resource in your field.

By following these strategies, you can effectively enhance your SEO performance and see where your website ranks higher in search results, driving more traffic and engagement to your site.

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Common Mistakes To Avoid In Entity-Based SEO

Keyword Overstuffing

One of the most frequent mistakes is keyword overstuffing. Instead of overloading your content with keywords, focus on entities.

This approach helps search engines understand the real context of your content, making it more relevant and readable. Keyword stuffing can lead to penalties, reducing your site’s visibility and harming your rankings.

Ignoring Context

Ensure your content provides context around entities. Without context, search engines struggle to understand the relevance of your entities.

For instance, merely mentioning “Einstein” isn’t enough; you should also discuss his contributions to physics and his impact on science. Providing comprehensive context helps search engines connect the dots, improving your content’s relevance and ranking.

Neglecting Structured Data

Structured data is crucial in defining entities and their relationships. Neglecting it can limit your content’s discoverability.

Structured data helps search engines understand the content on your pages better, enhancing the chances of appearing in rich search results like Knowledge Panels and answer boxes.

Implementing schema markup ensures your entities are clearly defined, aiding in improved search performance.

By avoiding these common mistakes, you can optimise your entity SEO strategy, ensuring your content is well-structured, contextually rich, and easily discoverable by search engines.

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Entity SEO is a powerful strategy that can significantly boost your Google ranking by providing context and relevance to your content. Understanding what entities are and how they work allows you to optimise your content to align with search engine algorithms.

Mastering entity SEO involves grasping key concepts, avoiding common mistakes, and leveraging best practices to enhance your website’s visibility and ranking. Following the advice in this article can elevate your SEO efforts and achieve sustained growth.

For more insights and expert advice on SEO, content writing services, and more, outsource search engine optimisation today at Contentellect. Our expertise in creating high-quality content and building powerful links helps SEO clients thrive in the ever-evolving world of SEO.

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Sandy Meier

With a background in Organisational Psychology and Marketing, and a sheer passion for creating colour-coded spreadsheets, tracking performance metrics, and staying ahead of industry trends, Sandy thrives on understanding the world of SEO and how it impacts our ever-changing digital landscape.

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