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What is an Entity in SEO?
Google describes an entity as a well-defined thing or concept. However, entities by themselves the term is rarely used by Google in its extensive guidelines. Rather entities are referred to as topics which actually makes more sense to content marketers as topics can be linked with each other based on relevancy.
For example, when referring to Georgia, it can be difficult for someone to understand the difference between Georgia (country) or Georgia (US State).
This distinction is however understood when you refer to related topics or entities linked to the article like location, landmarks and other items.
Similarly, Google also uses references to related linked topics and resources in the document to understand the context of a particular entity and differentiate it from other entities.
How to Define Entities in our Website?
From the point of view of technical SEO, perhaps the strongest method of defining entities in your content is through schema markups. Schema markups are enhanced description of specific objects or information on the website which also appears as various features in SERP.
While a schema markup does not label or generate an entity it can be used to link entities to specific identifiers which can help to define it. It can also be used to create semantic relationships between different entities.
When entities are defined, they can be linked to various objects using schema markups to make them part of Google’s knowledge graph.
The search engine knowledge graph defines a web of information for Google which links various information across the web and helps search engines to create the context for the information that it crawls.
Here’s a simple example of a Knowledge graph defining the Entity: Martha van Berkel, CEO of Schema App.
Martha here is the central entity which is linked to several other relevant entities called nodes through identifiers called edges. These nodes define Martha’s properties, thus making her distinct from other Marthas.
Entity Schema and Entity of Page Schema Implementation
Main Entity Schema
It indicates the primary content topic or entity that is defined on the page or for which the page is made. Normally such schemas are implemented as objects with their own properties in the Schema Markup code.
You can learn more about its JSON LD implementation here > https://schema.org/mainEntity
Implementation Guidelines
- Need to implement in Home Page in the header section.
Here’s an example for ThatWare Home Page:
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “WebPage”,
“@id”: “https://thatware.co/”,
“mainEntity”: {
“@type”: “Organization”,
“name”: “ThatWare”,
“url”: “https://thatware.co/”,
“telephone”: “+91-7044080698”,
“image”: {
“@type”: “ImageObject”,
“url”:”https://thatware.co/wp-content/uploads/2020/07/logo.png”,
“height”: 433,
“width”: 1702
},
“address”: “ThatWare LLP, Arunava Sarani, Sukriti Apartment – G Floor, North Ghosh Para, Bally, Howrah – 711227.”,
“aggregateRating”: {
“@type”: “AggregateRating”,
“ratingValue”: “4.8”,
“ratingCount”: “400”
}
}
}
</script>
As can be understood, the various properties of the Main Entity object like type, url, image, address etc define the Entity ID i.e ThatWare as an Organization. Reference to social media links and other authoritative profiles like Wikipedia can also be shared using “SameAs” tag.
mainEntityOfPage Schema
Indicates a page (or other CreativeWork) for which this thing is the main entity being described.
Unlike the Entity Schema which is an object, the mainentityofpage is an attribute that defines the main entity by referring to the main page that is created for the main entity.
The sameAs and url properties are both similar to mainEntityOfPage. But while the URL property should be reserved for referring to more authoritative web pages such as the item’s official website, and the sameAs can be used to link to well-known pages that loosely define the entity, the mainentityofpage clearly defines which of the several entities in a page is most important for it.
mainEntityOfPage can be used for any page, including those not recognized as authoritative for that entity. For example, for a product, sameAs might refer to a page on the manufacturer’s official site with specs for the product, while mainEntityOfPage might be used on pages within various retailers’ sites giving details for the same product.
You can learn more about its JSON LD code and implementation at > https://schema.org/mainEntityOfPage.
Benefits of Entity-Based SEO
- Contextualized Website Content:
Creating and maintaining a content strategy based around Entities helps in creating a well-defined website structure focused on various topics as entities that actually define your business. This will help the search engine crawler create a meaningful context for your business and its services and better optimize your search appearances for various intents in SERPs improving your E-A-T.
- Helps in optimizing for Semantic Search
Gone are the days when ranking in Google came down to keyword optimization and backlinks. Although they are fundamental factors for any SEO strategy, the focus of their execution has shifted to optimising around intent and context to drive quality leads and hence drive conversion.
Semantic search is nothing but an approach to understanding search by Google in a way closer to how humans understand. Google attempts it through various advances in Natural Language Processing, enabling it to generate the most accurate search result satisfying the search intent.
Having an entity-based content marketing approach enables you to create comprehensive and quality resources covering an entire topic thus projecting authority around a particular entity or niche and dominating all relevant searches around that particular entity.
Understanding the Role of Entities in Knowledge Graph Expansion
How Entities Are Added to Google’s Knowledge Graph
Google’s Knowledge Graph is an interconnected database that organizes entities and their relationships, creating a network of structured information. Entities are added to this graph through various sources, including:
- Structured Data: Websites that use structured formats, like schema markup, enable Google to better understand the entities represented on those sites.
- Authoritative Databases: Platforms like Wikipedia, Wikidata, and official government or academic sources are often used to validate and add entities.
- Crawled Content: Google’s algorithms identify entities through unstructured web content, linking them to their attributes and relationships.
For businesses or individuals, being part of the Knowledge Graph can significantly enhance visibility in search results. Businesses can achieve this by ensuring accurate, complete, and authoritative representation online. For example, a company with verified Google Business listings, detailed social media profiles, and backlinks from trusted sources is more likely to be recognized as an entity by Google.
Importance of Structured Data in Knowledge Graph Expansion
Structured data is crucial for translating web content into formats that search engines understand. It acts as a bridge, transforming complex web pages into concise, machine-readable formats. When businesses utilize structured data, it improves their chances of being included in the Knowledge Graph.
Benefits of structured data include:
- Enhanced Context: Structured data eliminates ambiguity by clearly defining entities and their attributes.
- Improved SERP Features: It enables rich results, such as product ratings, reviews, and event snippets.
- Increased Authority: Associating structured data with authoritative sources builds credibility and trustworthiness in Google’s eyes.
For example, a local bakery can enhance its online presence by structuring information such as operating hours, location, menu, and customer reviews. This approach makes it easier for Google to identify the bakery as a unique entity and include it in the Knowledge Graph.
Examples of Businesses Positioning Themselves as Authoritative Entities
To position themselves as authoritative entities, businesses should focus on their digital footprint and structured representation. Here are examples from different industries:
- E-Commerce: Major platforms like Amazon use structured descriptions of products, categories, and user reviews. This practice ensures their offerings are prominently featured in Google’s Knowledge Graph, often alongside product details and ratings in search results.
- Local Businesses: A restaurant chain can establish authority by maintaining updated Google My Business profiles, optimizing for local SEO, and showcasing customer testimonials.
- Service Providers: Independent consultants or agencies can enhance their entity presence by linking credentials, publications, or associations with reputable organizations online.
By focusing on structured and authoritative content, businesses can boost their recognition as credible entities.
Practical Examples of Schema Markup for Different Industries
E-Commerce
E-commerce platforms benefit from presenting detailed product information, such as pricing, availability, and reviews. Highlighting these attributes improves visibility in search results and helps customers make informed decisions.
For instance, an online store selling electronics can describe products clearly, focusing on specifications, warranty information, and customer ratings. This enables Google to showcase rich product details in search snippets, driving higher click-through rates.
Local Businesses
Local businesses like salons, cafes, and repair shops often rely on location-based searches. By emphasizing key details such as address, hours of operation, and popular services, these businesses can dominate local search results.
For example, a pizza restaurant with accurate location and menu details in its online presence is more likely to appear in Google’s local pack, a feature that directly drives foot traffic and online orders.
Blogs and Publications
Bloggers and publishers can improve their content’s discoverability by structuring their articles with clear topics and author information. Including relevant keywords and linking to authoritative sources also reinforces their content’s importance in the Knowledge Graph.
A travel blogger, for example, writing about “Best Destinations in Europe,” can ensure their entity is linked to popular locations and tourism-related searches, thereby gaining more visibility.
Service Providers
Service-based businesses thrive by providing detailed and relevant information about the services offered. An HVAC company specializing in air conditioning repair can focus on presenting their expertise, service areas, and customer testimonials to establish themselves as a reliable entity.
Advanced Schema Types for Entity-Based SEO
FAQ Pages
Frequently Asked Questions (FAQ) content allows businesses to provide direct answers to common queries. When Google identifies structured FAQs, it can display them prominently in search results, often improving user engagement. For example, a healthcare provider answering questions about common medical procedures can become a go-to authority in their niche.
How-To Content
Step-by-step instructions on topics relevant to a business or industry are highly valuable. For instance, a home improvement brand can explain “How to Install a Ceiling Fan” or “How to Paint a Room” to attract DIY enthusiasts.
This type of content not only engages readers but also helps establish the business as a thought leader in its field.
Event Listings
Event schema allows businesses to promote events such as webinars, product launches, or local gatherings. By clearly detailing event dates, times, and locations, businesses can attract attendees and increase brand awareness.
Entity Salience in Content Optimization
Defining Entity Salience
Entity salience refers to how prominently and contextually relevant an entity is in a piece of content. It reflects Google’s ability to determine the main subject of the page and its connection to related entities.
For example, in a blog about “Digital Marketing Trends,” entity salience would involve identifying key topics such as “SEO,” “Social Media Marketing,” and “Content Strategy” as central themes.
How Google Identifies and Prioritizes Entities
Google uses natural language processing (NLP) to evaluate the importance of entities within a webpage. Factors influencing this include:
- Frequency: How often an entity is mentioned.
- Context: Whether the entity is discussed in depth or only mentioned briefly.
- Relationships: Links between the entity and related concepts or topics.
Tips for Increasing Entity Salience
- Use Targeted Language: Ensure your content discusses entities in a focused and detailed manner, using synonyms and related terms to reinforce context.
- Optimize Headings and Subheadings: Highlight key entities in H1, H2, and H3 tags to signal their importance.
- Include Relevant Images and Links: Multimedia and outbound links to credible sources enhance the contextual understanding of your content.
- Leverage Related Entities: Discussing associated topics helps Google understand the broader relevance of the primary entity.
By strategically applying these techniques, businesses can improve their SEO rankings and position themselves as authoritative entities in their respective industries. This comprehensive approach ensures long-term visibility and relevance in search engine results.
Using Google Search Console for Entity-Based SEO Insights
Google Search Console (GSC) is a powerful tool that provides invaluable insights into your website’s performance in search results. When it comes to entity-based SEO, GSC can help you analyze how specific entities are performing in terms of visibility and interaction.
Analyzing Entity Performance Using Search Console
To start, GSC offers a range of performance reports that can be useful for evaluating entity-based SEO. You can filter your queries to focus on search terms related to specific entities, like brand names, products, services, or locations. Here’s how to analyze entity performance:
- Performance Reports: The “Performance” tab in GSC gives you an overview of key metrics such as clicks, impressions, average position, and CTR (click-through rate). By focusing on entity-related queries, you can assess how well your business or product is performing in search results.
- Filter by Queries: You can filter the data by query to highlight keywords and search terms that are linked to specific entities. For example, if you are optimizing a brand as an entity, filter for queries that include your brand name, product types, or any related service offerings.
- Click-through Rate (CTR): One of the most important metrics for entity-based SEO is CTR. By analyzing which entities are receiving the most clicks, you can assess the effectiveness of your structured data, website content, and how Google’s algorithms are identifying and displaying your entity in search results.
- Impressions and Position Data: This can reveal the ranking of your entity-based content. If you notice that certain pages or entities are performing well in impressions but not clicks, it could signal the need to optimize meta descriptions or improve content relevance.
Identifying Search Terms and Clicks Related to Specific Entities
To understand how searchers are engaging with your entities, Search Console allows you to view queries related to your business. Identifying how often your entities appear in searches and the type of clicks they receive is crucial.
- Queries Associated with Entities: You can use GSC to identify specific keywords that include the entity you’re targeting. If you’re aiming to rank your company as a “trusted entity” in a particular niche, search terms that frequently reference your business name, service area, or specific products are important.
- Click Data for Specific Entities: By isolating queries that feature your targeted entities, you can measure the volume of clicks these entities are receiving. If certain keywords or pages about your entity are receiving fewer clicks, you may need to adjust your content or improve the presentation of structured data.
Understanding these insights from GSC helps refine your entity-based SEO strategy, allowing you to increase visibility, refine keyword targeting, and improve CTR.
The Role of Internal Linking in Entity-Based SEO
Internal linking is a powerful yet often overlooked aspect of SEO that can significantly enhance the performance of entity-based strategies. Internal links serve to create a web of connections between the pages of your website, strengthening the association between related entities and content.
How Internal Links Strengthen Entity Associations
Internal links are the pathways that connect one page on your site to another, which helps both users and search engines navigate your content. For entity-based SEO, internal links work to establish and reinforce the relationships between entities, making it easier for Google’s algorithms to understand how different entities on your site are interconnected.
For example:
- If your website mentions your company’s product offerings, linking to specific product pages internally will reinforce the association between the product entity and your brand entity.
- If you’re focusing on a specific service or geographical location, linking pages that mention this service or location strengthens the entity’s relevance and salience in Google’s Knowledge Graph.
When internal linking is optimized for entity association, Google is more likely to identify and index these entities more effectively, leading to better rankings and more visible presence in search results.
Best Practices for Internal Linking Strategies Focused on Entity Optimization
- Link to Key Entity Pages: Identify the key pages on your website that represent the most important entities, such as your homepage, product pages, and service pages. Make sure to link to them frequently across the website.
- Use Descriptive Anchor Text: The text used in your internal links should clearly describe the linked entity. For example, linking to a service page should use anchor text like “web design services” rather than vague terms like “click here.”
- Avoid Overlinking: While internal links are important, overuse can lead to keyword stuffing or a confusing user experience. Focus on natural, relevant linking that adds value.
- Cross-Link Related Entities: If your website includes multiple entities, such as products, services, and geographic locations, use internal linking to build a network of connections between these related pages. For example, linking a local bakery’s location page to a page that discusses “fresh bread” will enhance the association between the location entity and the product entity.
By following these strategies, you can improve the understanding of entities and their relationships, thus benefiting your SEO performance.
Creating Topic Clusters for Entity-Based SEO
Topic clusters are an effective strategy for organizing content around central themes, which is particularly useful for entity-based SEO. Topic clusters allow businesses to group related pieces of content around a core entity, signaling to Google that these topics are important and interconnected.
How Topic Clusters Help Define and Interlink Entities
A topic cluster is a model where a central “pillar” page addresses a broad topic and links to multiple “cluster” pages that provide more specific, in-depth coverage of subtopics. This strategy helps Google’s crawlers understand the relationships between various entities on your website, thereby improving content relevance and search rankings.
For example, if you are a technology company, your pillar page could be about “Artificial Intelligence.” Then, you could create cluster pages about AI applications, AI in healthcare, and the future of AI. These cluster pages would all link back to the central pillar page. By doing this, Google sees the relationship between “AI” and its subtopics, which strengthens your authority on the subject.
Step-by-Step Guide to Building Effective Clusters Around a Central Entity
- Identify the Core Entity: Your first step should be identifying the central entity you want to optimize for. This could be a product, a service, a topic, or a location that you want your website to rank for.
- Create a Pillar Page: This is a broad, authoritative page that covers the core entity in-depth. It should provide a comprehensive overview of the entity and include links to specific, related subtopics (cluster pages).
- Develop Cluster Pages: These are individual pages that cover specific subtopics related to the core entity. They should be linked to both the pillar page and each other. For example, if your pillar page is about “E-commerce,” your cluster pages might be “E-commerce Platforms,” “E-commerce Shipping Solutions,” and “E-commerce Marketing Strategies.”
- Link Cluster Pages Together: Internally link your cluster pages to the pillar page and ensure they link to each other. This signals to Google that these pages are interconnected, reinforcing the overall theme and relevance of the content.
- Regularly Update and Optimize: To maintain the effectiveness of topic clusters, ensure that all pages are regularly updated with fresh, relevant content. This helps maintain authority and keeps the pages relevant for entity-based searches.
Tools and Resources for Implementing Entity-Based SEO
When optimizing for entity-based SEO, tools can streamline the process of schema generation and content optimization. A few key tools include:
- Schema App: This tool provides a user-friendly interface for generating and managing schema markup on your website. It simplifies the process of embedding structured data into your pages, ensuring Google can easily interpret entities.
- RankMath: A popular SEO plugin for WordPress, RankMath assists in generating schema markup and optimizing content for entities. It simplifies technical SEO, making it easier for businesses to implement entity-based strategies without needing coding expertise.
Future Trends in Entity-Based SEO and Semantic Search
The future of SEO is moving toward more sophisticated AI-driven and semantic search capabilities. Google’s increasing use of machine learning and natural language processing (NLP) is shaping how entities are processed and understood in search results.
Increased Use of Structured Data: Structured data will continue to be a vital element for businesses to ensure their entities are understood and properly indexed. As search engines place more emphasis on semantic understanding, businesses will need to ensure their content is properly tagged and organized.
AI and Machine Learning: As search engines improve their ability to understand context and relationships between entities, SEO strategies will need to focus even more on entity salience and relevance.
Voice Search and Virtual Assistants: With the rise of voice search, entities will become even more critical. Voice assistants like Google Assistant rely on knowledge graphs to provide quick, accurate answers. Optimizing for entity-based SEO will become crucial for appearing in voice search results.
Thatware | Founder & CEO
Tuhin is recognized across the globe for his vision to revolutionize digital transformation industry with the help of cutting-edge technology. He won bronze for India at the Stevie Awards USA as well as winning the India Business Awards, India Technology Award, Top 100 influential tech leaders from Analytics Insights, Clutch Global Front runner in digital marketing, founder of the fastest growing company in Asia by The CEO Magazine and is a TEDx speaker and BrightonSEO speaker.
