Search engine optimization is usually defined by keywords, keyword density, and the keyword synonyms used in a website’s content. Then came the knowledge graph where the priority shifted towards rich snippets and entities on the SERP. But now Google has transformed the way it ranks a website on the SERP.
Entity-based SEO has stepped in through keywords that are important, experts are using entity-based SEO to improve their ranking in the SERP. The context and how relevant it is becoming more important.Entity based SEO
When it comes to entity-based SEO, context plays a major role, not just the keywords. This helps a user find the right information he is looking for. Let’s make it simple, say a person who searches for “digital marketing” can be looking for digital marketing courses, companies, or jobs. Google shows suggestions that help a user speed up his search or even remind him to add more search words if none of the suggestions match his query. Entity-based SEO proves helpful for searchers but has made the task difficult for content creators. Here is how entity-based SEO has proved itself better:
- Improved mobile search results.
- Translation improvements.
- Rich snippets with photos & customer ratings.
Keywords and entities might seem the same but there is a small difference and knowing that difference is important. Keywords are words that a user enters in the search bar. It can either be a single word, a question, or a phrase. However, an entity is “a thing or concept that is singular, unique, well-defined and distinguishable”. Let us better understand it with an example. When we search for the word “visa” we can find results about a travel visa or a visa card. When you are specifically searching about how to apply for a visa reading about a visa card will not be of any help and hence you need to add a few more terms to your search to help the search engine understand which entity you are referring to. In simple words, entities can be referred to as large topics keywords. For these to be well-founded they should be connected to a search engine knowledge graph. If you are in the process of creating content for your website understand what your entity is before beginning to write keyword-rich content.Why is Google using entities?
Entities connect all the world’s information in a simple way, in spite of the difference in the language. Entities make it easy to understand the meaning of the information and the users’ center of interest. Google detects the entities in the web pages and links two sites that talk about the same information in two different languages.Implementing entity based SEO
First, try to understand the entities that connect to your business and then establish your business as an entity. This can be done by:
- Adding your business in directories like google my business or in listings like yelp.
- Work on building your brand.
- Be careful about the keywords you rank for.
Entity-based SEO makes it easy for you to communicate the context and relevance of your business. Entity-based SEO targets more context rather than just words which builds a bigger picture for your content.