Semalt: Entity Search And Its Importance In SEO

DIY Free Entity Tool for SEO Content Ideas

Table of Contents

  1. Introduction 
  2. What is Entity Search?
  3. How Does Entity Search Work?
  4. The benefit of Entity Search for SEO
  5. How to Optimize Your Website For Entity SEO
  6. Conclusion


Search engine algorithms have come a long way from the era of just building great link profiles and stuffing your texts with keywords. Among the many trends and advancements, a major trend change that caught attention is the move from the emphasis on keywords alone to entity SEO / search. General SEO is targeted mainly at the number of your content's keywords and its relevance according to search engine algorithms and rank positions. But because of improvement, advancement, and changes in trends, Google and other search engines look for how words interrelate with each other and not just the random appearance of keywords in a block of text. 

During entity search, context, relationship between words & phrases, and users' intent during searches are considered. Continue below to learn more about what entity search is all about, how it works, its importance for a website's SEO, and how to optimize your site for entity search. 

What is Entity Search? 

Entity-based SEO aids the search engine's effort to produce the most precise results during a user's search query. Machines oftentimes take words literally when processing lingo. That is why machines might not be able to comprehend things that only humans can assimilate. They'll seem strange to machines or search engine bots. 

Since entity SEO uses knowledge graphs such as Google Knowledge Graph and other data sources like Amazon, Wikidata, and links on, search engines can draw conclusions from these platforms and relate entities with their user goals, contexts, and essences. Keywords are distinct from entity search in that they might be questions, statements, or a single word, and are frequently the emphasis of search terms - in those days. They associate your content to inquiries and help you rate higher so that users can locate your brand easily on search engines and increase organic traffic to your site. 

Though they are still significant, there was a point where selected keywords were added excessively frequently or largely unrelated but popular phrases were added to texts. It is not only about using keywords correctly, but it has to fit into the context, serve user objectives, and also flow with the other texts in the article. 

As for entity search, take a look at this example. Say you enter a query in your search engine bar about the name of the lead actor in a movie (Take as an assumption, 'what is the name of the girl in Sleeping Beauty). Without mentioning the actor's stage name (Aurora), or her real name, search engines would be able to link the film with the actor's name. That is called entity search. 

How Does Entity Search Work?

When Google first started, keywords were its main focus (as previously established). Consequently, it switched to using entities and the system of operation changed. Here are three ways Google uses entity search.
Note that Google didn't abandon keywords when it switched to entities. It continues to define entities with the aid of contextual keywords. Only by keywords can search engines find and connect your material with related resources anyway.

The benefit of Entity Search 

Due to how people conduct searches, entity search is the reason search engine algorithms have matured. Discoverability and expression of content are influenced by voice search, conformed search outcomes, and mobile-friendly inquiry. To illustrate the importance of entities in SEO, check out the following points:

1. Improves your chances during search queries

By shifting to entity-based SEO, Google will improve the searcher's experience. It will allow for new search strategies like voice search (through different digital assistants on mobile web designs), chatbots and improved mobile search results. Plus, you'll have better shots since Google can now determine how to interpret search purpose based on things like: 

2. Betters your shot at visibility

Entities are utilized in SEO to aid search engines (or Google) to create and promote visibility through knowledge graphs. When these graphs are adopted, results would be featured on rich snippets which give users exactly what they want. Rich snippets also boost your shot at an increased conversion rate. Some of these rich snippets include:

How to Optimize Your Website For Entity SEO

It is a great idea to have an entity-based SEO strategy in place. Therefore, below are some methods for developing your entity-based SEO approach.

1. Make content both for people and for search engines. 

If the work is to create content for either of the two, that is not an issue. But when the two target audiences are involved, things can get a little complicated. Follow the practices below to guide you through creating content that is both user-objectified and according to search engine algorithms. 

2. Improve Your Website's Technical SEO to Increase Visibility 

You should not only concentrate on content; technical SEO is equally important (just slightly overlooked). Technical SEO is the supplementary work that is put in place to back up content. It is when the server of a website is optimized for effective performance. It also includes an observation and optimization of the way the website responds to the changes made to the server. The goal of technical SEO is to make it easier for search engine bots to crawl and index your web pages. With a great technical SEO in place, you would be preparing your site for search engines - giving the bots what they want.

3. Develop Your Brand's Entity 

By developing entities for your brand, you can build more information about your business which would be inserted into Google's knowledge graph. You will also have a bigger odds of being featured in one or more of Google's rich snippets. Here are a few techniques for doing so: 

4. An entity audit

Also important, you need to check if your website covers the content and required elements for which it should be optimized for during entity SEO. An organization's known entities should be evaluated and correlated with those of the business's competition. This is because planning and formulating content for website topics is much easier after you perform an entity audit.


The most vital concept in contemporary SEO is entity search. As a result of entities, search engines can give more related and satisfactory search results. You can also enhance the content on your website for better rankings, visibility, and improved authority in your niche. Instead of doing the work all by yourself, many professional SEO companies provide useful advice for strengthening your website's entity SEO. So contact one now and begin your journey towards better website performance.