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Entity SEO: Why Google Cares More About Topics Than Keywords
Search engine optimisation (SEO) is constantly evolving and there are changes to how search engines monitor and organise data. Entity SEO is a new method where topics and entities are just as important as keywords.
Business owners today understanding that SEO is essential to their brand visibility and growth. As new developments are made, you need to update your strategy accordingly. Entity SEO, or SEO that focuses on entities, is the new kid on the SEO block.
For years keywords have been the focus of any successful SEO strategy, but the new factor playing a role in Google ranking is entity. Google states an entity is anything unique, well-defined, singular, and distinguishable.
An entity stands on its own, found in numerous search terms. At the same time, it does not need to be a specific word or physical object, in fact an entity can be place, person, idea, brand, book, event, colour, date, currency, animal, media, or a show. Entity SEO uses context to create an entity that can be found in numerous searches, rather than a specific query.
Entities are now taking place of keywords in Google search. Google is moving away from keywords, as they are ambiguous. It's no surprise, when you think of Apple. An apple an be edible or it can be the brand. This results in confusion when users can't find what they are looking for.
At the same time, keywords are specific to a certain language, making it harder to distinguish when it comes to multiple translations for a single term.
Yes, keywords still hold a place in SEO, but they are not the main driver behind searches. Keywords are contextual indicators of what entity the user is searching for. Keywords help you match to the entity, linking content to help the algorithm get a clear picture of what the entity is.
When entities are used in your SEO strategy, you can enjoy a number of benefits:
The reason Google has shifted from keywords to entities is to provide users with relevant results. When you focus on entities, you can improve your ranking in search engine results pages (SERPs).
When you use entities it makes it easier to translate between languages, improving searches.
Rich snippets are improving with entity SEO. Rich snippets are more useful to users, improving user experience, as the algorithms continue to evolve.
Now that you have a better understanding of entity SEO, the new kid on the block, you are going to want to implement strategies into your SEO strategy to align with how Google algorithms work:
The Google Knowledge Graph uses a number of directories as a data base for entity searches. It's important to ensure you are listed in the relevant directories, along with claiming or creating your Google My Business listing, helping you be visible in search results.
Your business entity focuses around your brand. It's important to focus on building your brand, managing your reputation and creating a unique identity that is recognisable.
Have a good linking structure on your website, helping Google create links between different entities. Having links in your content strengthens connections, supporting your entity.
By conducting an entity audit, you identify what entities your brand is known for. You can use this and examine it against any competitors. This helps you identify gaps with your connections that you can start targeting in your content creation.
SEO is constantly developing and new changes are needed to ensure you achieve the best results in SERPs. Focusing on entities rather than keywords is a great way to approach Google's latest updates, creating a better strategy that drives online success. Do you need help with your entity SEO? The Genie Crawl team is standing by to assist. Get in touch for your free evaluation and quote today.
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