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Entity-Based SEO: How to Build Semantic Authority
Semantic SEO is showing excellent progress. Let's take Google's Knowledge Graph into account, this system has expanded from five hundred and seventy million entities to over eight billion entities and eight hundred billion facts in less than ten years.
Search engines have evolved considerably in the past ten years. In the past, search engines relied on keyword matching to provide results to users, but today the algorithms understand intent, context, and how concepts are related. It moves away from keywords to entities, a major challenge for website owners.
In the past, search engines processed content focusing on keywords. They use exact keyword matches as they crawled web pages, but they were unable to understand the meaning or context behind the keyword. This allowed website owners to stuff keywords in their content in order to improve their ranking in search results. This resulted in a number of limitations including:
Google has introduced some powerful updates over the years which has transformed search from keyword based to entity based. From Hummingbirds introduction in 2013 using natural language processing to RankBrain in 2025, that focuses on machine learning and user behaviour to Bert, introduced in 2019, improving natural language processing, and finally MUM, in 2021, that is able to understand videos, audio, and images.
These update transformed the search world, welcoming semantic search into SEO. This means it has moved from keyword matching the understanding the meaning behind the query, focusing on:
There are a number of steps you can take to build semantic authority:
Conducting keyword research is important to any SEO strategy, but entity-focused keyword research goes beyond traditional methods. It identifies topics and their relationship, rather than focusing on isolated keywords. This means identifying the semantic network around your main topic.
Topic clusters work well as part of your entity-based SEO strategy, organising your content into connected networks that helps search engines crawl and index with ease. This involves creating a pillar page for broad topics and cluster pages for deeper and more specific subtopics.
Once you have your topic clusters defined, you need to ensure each page is optimised for semantic search. This also includes using schema markup, or structured data, a technique that helps search engines understand the context of your content.
Entity-based SEO is a major change in SEO. Today, your online success depends on semantic search and focusing on entity-based SEO. Boost authority by growing your semantic footprint with consistent entity information across all platforms. If you need help implementing entity-based SEO to boost authority into your strategy, contact Genie Crawl for assistance. We are here to help!
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