SEO Entity Blog Diagram

From Keywords to Entities: The SEO Revolution You Can’t Afford to Miss


For seasoned marketers, the importance of SEO in bolstering brand visibility is indisputable. However, staying up to date in the field is crucial. Enter entity-based SEO — a game-changer poised to transform digital marketing. 

Traditionally, SEO revolved around optimizing content with specific keywords. Keywords remain foundational, but the future of search lies in semantic matching. Context and meaning matter more than mere word order. 

Semantic matching helps artificial intelligence systems understand search queries better, improving user results’ accuracy. Google promises more AI-generated content in search results using tools like Search Generative Experience (SGE). This tool summarizes search queries to make results better. 

Entities, meanwhile, help AI understand web information and user intent, making search results personalized. Unlike keywords, entities work across languages and are relevant to many searches. Google defines entities as clear and well-defined concepts like people, places and brands. 

Entity vs. Keywords: The Shifting Landscape 

Keywords still play an important role in SEO, but they play more of a contextual – rather than primary – role in search. By prioritizing entities, search engines aim to deliver more relevant results and enhance translations across languages.  

Rich snippets, which feature website content in the search engine results pages, also benefit from entities. Entities focus on user intent because search engines better understand the relationship between each word in the query.  

When Google introduced its Knowledge Graph in 2012, the company announced that search would emphasize “things, not strings” (of text). Today, the Google Knowledge Graph is a database of billions of facts about people, places, and things. 

The Knowledge Graph gathers facts about things from all over the web and databases. So far, it has collected over 500 billion facts about 5 billion different things. It connects entities and their relationships and provides that information in Google’s search engine results pages.  

Knowledge Graph presence involves using structured data, such as schema markup. This standardized format classifies page content, making it easier for search engines to understand and display relevant information. Schema markup covers a wide range of entities, from creative works to organizations and products.  

Search Generative Experience (SGE) and entity SEO 

Entities provide the underlying data for SGE’s AI-powered overviews to generate contextual answers. But Google’s generative AI search also uses live resources on the open web to create its overviews. Google’s Knowledge Graph is among several knowledge graphs that include Wikidata, IMDb, OpenAlex, YAGO and more.  

Google’s new head of Search, Elizabeth Reid, announced that billions of queries have been processed with SGE since its release in May 2023. She promised that SGE would become more important to the future of Google search. 

“With SGE, we are able to serve a wider range of information needs and answer new types of questions, including more complex questions, like comparisons or longer queries. More coming soon!”  

– Elizabeth Reid, VP, Search at Google 


By understanding entities and their relationships, SGE can deliver more accurate and relevant search results to users. Structured data markup can further enhance a website’s presence in SGE by providing clear information about entities. 

Google has said search ads will be important to SGE, and the company will continue to test and evolve the ads experience. In the meantime, you should prioritize brand building and entity optimization. This should align with changes in search engine technology changes to ensure visibility in SGE-generated search results.  

Entity SEO Strategies for Success 

Implementing entity SEO requires a strategic approach. In addition to adding structured data markup, brands must enhance their Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) signals. This can be done by: 

  • Positioning website content to demonstrate value to the audience 
  • Establishing strong entity linking  
  • Optimizing content around entities to ensure visibility and relevance in SGE-generated search results.  

Here are some actionable strategies to leverage the power of entities and elevate your brand’s SEO game: 

List your business on directories: This includes Google Business Profile, Facebook, and others, to bolster entity rankings. Be sure to add a consistent name, address and phone number (N-A-P), and to include your social media channels.  

Prioritize brand building: Create a strong brand identity to establish a well-defined entity that resonates with your audience. A strong brand sets you apart from competitors and builds trust and credibility with your audiences.  

Build relevant internal links: If you want a page to be the authority on a keyword topic, then every mention of that keyword across your site should point back to that page.  

Create broader content: Expand your content strategy to encompass broader topics and deepen associations with target entities. 

For example, say you wanted to rank for “best tacos.” It makes sense to consider content about ingredients, grilling methods and condiments. But you should also consider newsjacking trending topics, such as National Taco Day on Oct. 4 (2024 will mark the 15th anniversary). And did you know that Sweden celebrates Taco Friday? Or that “Taco Tuesday” was trademarked until last year? 

Conduct a content audit: Find (and delete) redundant, outdated and trivial (R-O-T) content. You can also find gaps in your entity connections. Tailor your strategy with value-added content that aligns with user intent. 

Conduct a technical SEO audit: This, along with content creation, gives you a robust foundation for entity SEO. An SEO audit from TruStar can help your SEO.  

Continuously update content: Stay agile and responsive to algorithm updates by regularly refreshing and optimizing your content. 

Get started with entity SEO 

Entity SEO represents a paradigm shift in digital marketing — a transition from keyword-centric strategies to entity-focused approaches. Embracing entity SEO and implementing targeted strategies can unlock new avenues for visibility, relevance, and success in online search.  

 Don’t wait to align your digital assets with a strong, coherent entity presence within your market ecosystem. Embrace entity-based SEO now to secure your brand’s online success. Need some tips? Contact us today for a free SEO technical analysis. 


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