You’ve been hearing about SEO for ages. Keywords, backlinks, content optimization—blah blah blah. But here’s the deal: Google’s moved on from keywords to something more powerful. Meet the future: Entity SEO.
No more trying to game the system by jamming keywords into every corner of your content. Google doesn’t care about your keyword stuffing anymore; it’s focused on understanding what things are rather than just matching words.
Let me break it down for you.
Entities > Keywords: A Whole New Ball Game
SEO pros have been stuck on keywords for years, but Google’s been quietly playing a whole different game behind the scenes. It’s moving toward entities, the things that actually mean something, instead of just matching strings of words.
An entity is basically anything Google recognizes as unique and identifiable—people, places, brands, products, concepts. And Google doesn’t care what language you use to describe it. So whether you’re searching for Shure MV7, podcasting microphones, or Joe Rogan’s mic setup, Google knows you’re talking about the same thing.
The Knowledge Graph is Google’s database of these entities. It’s where it stores connections between things, making search results more accurate than ever.
Why Entities Matter for SEO
Here’s the kicker: entities help Google go from a dumb search engine spitting out word matches, to a smart one that understands the meaning behind the search.
When Google tries to give you the best result, it’s no longer ranking just based on keywords. It’s thinking: What is this thing really about? What are the most relevant connections I can make? If your content talks about the right entities, you’ll get served up higher in the results.
Example: If someone searches for “best podcast microphones,” Google doesn’t just match you with a page that uses “podcast microphones” the most times. Instead, it pulls in entities like Shure MV7, Audio-Technica ATR2100x, and even Joe Rogan (since he’s a popular podcaster associated with certain equipment). If your content includes these entities and explains how they relate to podcasting gear, you’re much more likely to rank.
The Power of the Knowledge Graph
Google’s Knowledge Graph is a huge database where all these entities live, and you want your content to connect with it. How? By mentioning entities that Google recognizes, like well-known products, influencers, and related terms. The more Google can connect the dots between what you’re talking about and what it already knows, the better your chances of ranking higher.
When you see that Knowledge Panel pop up on the side of Google’s results (you know, that box that gives you all the juicy info about a topic), that’s the Knowledge Graph in action. You want to be part of that club.
Optimizing for Entities (AKA How to Stay Relevant)
Alright, so how do you optimize for entities instead of keywords? Let’s not overcomplicate it.
- Use Schema Markup:
Schema is the technical bit, but it’s not as scary as it sounds. It’s just structured data that you throw into your HTML, so Google knows exactly what the page is about. If you’re writing about a product like the Shure MV7, slap on some Product Schema. Writing a FAQ? Add FAQ Schema. It helps Google easily connect your content to the entities it already knows. - Think Relationships, Not Just Words:
You’re not just writing about the Shure MV7; you’re writing about USB microphones, podcast quality, and even beginner podcasting setups. Tie all those things together in your content. This isn’t keyword stuffing—this is context building. - Build Authority:
Google trusts certain websites over others. If you’re getting links from authoritative sites, and they’re mentioning the same entities you are, you’re in good company. Trust and authority matter more than just sprinkling the right words around.
Examples: Crushing It with Entity SEO
Let’s not just talk theory—plenty of businesses are already making bank with entity SEO. Take Wirecutter, for example. Their articles are filled with specific product entities (like “Shure MV7” or “Audio-Technica ATR2100x”), plus they’ve mastered structured data. The result? Their content often shows up with rich snippets in Google search results, dominating the SERPs for product reviews.
Or look at Healthline, a health and wellness site that’s basically drinking entity SEO for breakfast. They rank for complex medical topics because they tie entities (like medications, treatments, and health conditions) into a larger web of authority and trust, linking with high-profile sources like the Mayo Clinic. They don’t just mention “diabetes”—they dive into entities like “Type 2 diabetes,” “insulin,” and “blood sugar management.” Boom, instant credibility.
Google’s already giving these guys the royal treatment because they’ve built the right entity connections.
How to Find the Right Entities for Your Niche
Okay, you get the point—entities matter. But maybe you’re wondering, How do I actually find these magical entities for my content? Here’s how you start:
- Google’s Knowledge Panel:
Look up competitors or top results in your niche and see what entities pop up in Google’s Knowledge Panel on the right-hand side of the search page. If Google is treating them like royalty, you should be mentioning the same entities in your content. - Wikidata:
Head over to Wikidata.org and search for well-known terms in your industry. You’ll find entity connections and related data. Think of Wikidata as Google’s nerdy cousin that knows everything about everything. - Google Trends:
Use Google Trends to find trending entities in your industry. Search for popular topics, and it will suggest related entities that could be valuable for your content. Pro tip: Pay attention to spikes—those are the entities everyone’s talking about. - Semantic SEO Tools:
Use tools like Market Brew or InLinks to help extract relevant entities from your content and discover what’s trending in your niche. They can save you time and help you find connections you didn’t even know existed.
The Future of SEO is Entity-Driven
If you want to future-proof your SEO game, stop thinking in terms of just keywords and start thinking entities. Google’s AI, like ChatGPT and all the fancy language models, thrives on entities. They’re easier to understand and connect with other things than just random keywords thrown together.
Plus, entities are language-agnostic. Whether someone searches for Shure MV7 in English or Spanish, Google knows what they mean. It’s all about the thing, not just the word.
How You Can Crush It with Entity SEO (Right Now)
You don’t need a PhD in data science to start winning with entity SEO. You just need to adjust your mindset from “what words do I need to rank for?” to “what entities do I need to mention?”
- Use Schema: Don’t skip this. It’s not hard to implement, and it makes a big difference. Think of it like waving a flag in front of Google saying, “Hey! This is important.”
- Connect the Dots: Mention entities that are relevant to your topic, and show how they relate to each other. Don’t just mention Shure MV7—talk about how it’s used by top podcasters, and how it compares to other mics like the Audio-Technica ATR2100x.
- Write Like a Pro: Forget keyword stuffing. Create content that actually helps people, answers their questions, and ties in relevant entities naturally.
Ready to Take Your SEO to the Next Level?
Entity SEO is already changing the game—don’t get left behind. Take your current content, start identifying key entities using schema markup, and watch your rankings climb. Not sure where to start? Do a quick entity audit on your top pages today, and see how you can connect your content to the entities that matter!
