Entity SEO: The definitive guide [Guide]
An entity in SEO is anything that can be properly specified, such as a term, place, or item. Among the qualities that identify a legitimate entity are uniqueness and discernibility. An entity need not be corporeal in order to exist.
Search Engine Land has published ‘Entity SEO: The definitive guide’ explaining Entity SEO.
Timothy Warren says, “In May 2012, one could argue that entity SEO was born. Google’s machine learning, aided by semi-structured and structured knowledge bases, could understand the meaning behind a keyword.
The ambiguous nature of language finally had a long-term solution.
So if entities have been important for Google for over a decade, why are SEOs still confused about entities?
Good question. I see four reasons:
- Entity SEO as a term has not been used widely enough for SEOs to become comfortable with its definition and therefore incorporate it into their vocabulary.
- Optimizing for entities greatly overlaps with the old keyword-focused optimization methods. As a result, entities get conflated with keywords. On top of this, it was not clear how entities played a role in SEO, and the word “entities” is sometimes interchangeable with “topics” when Google speaks on the subject.”
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