Search has changed. Google no longer just matches keywords—it now understands entities. That shift affects how your content ranks, how it’s interpreted, and how your brand is recognised across the web.
So what exactly is an entity? And how do you optimise for this more semantic, relationship-driven search experience? Let’s break it down.
Table of Contents
- What Is Entity-Based Search?
- Why Entities Matter More Than Keywords
- How to Optimise Your Site for Entity Recognition
- Tools and Tactics for Entity SEO
- FAQs
- Conclusion
What Is Entity-Based Search?
An entity is basically a “thing” that Google can understand—like a person, place, business, product, or concept. Think Sydney Opera House, electric vehicles, or Don Hesh SEO.
Instead of just looking for strings of words, Google’s algorithms are now focused on things and relationships between those things. This allows it to understand the context and intent behind a query more accurately.
For example, when someone searches for “Apple,” Google uses entities to decide whether they mean the fruit, the company, or even the record label—based on surrounding words, search history, and other signals.
Why Entities Matter More Than Keywords
Entity-based search helps Google deliver more relevant results and reduce ambiguity. That means your old strategy of keyword stuffing or chasing exact-match terms isn’t enough anymore.
Here’s why this matters for your SEO strategy:
- Better context = better rankings: If Google recognises your brand or content as a known entity, it’s more likely to surface in relevant searches.
- Rich features in SERPs: Entities are often tied to Knowledge Panels, People Also Ask boxes, and other enhanced search results.
- Improved trust and authority: Being recognised as an entity builds credibility in Google’s knowledge graph—think Wikipedia, Wikidata, or schema-tagged info.
Ultimately, the more Google understands who you are and what your content is about, the better it can rank and recommend you.
How to Optimise Your Site for Entity Recognition
1. Use Structured Data Markup
Schema.org markup helps Google identify key facts about your business, services, and content. Use schema types like:
OrganizationPersonLocalBusinessProductArticle
Make sure to include details like your name, address, logo, social media profiles, and sameAs references to link to other entity-rich sources (e.g., Wikidata, Crunchbase).
2. Create an Authoritative “About” Page
Google uses your About page to learn who you are and how you’re connected to other entities. Include:
- Your business history
- Credentials
- Industry affiliations
- Links to profiles and mentions on trusted third-party sites
3. Build Topic Clusters Around Entities
Instead of publishing random blog posts, build interconnected content that reinforces your subject-matter expertise around a specific entity.
Example: If your focus is “EV Charging in Australia,” create supporting articles about charging networks, station locations, costs, and government incentives—then internally link them.
4. Get Mentioned on External Entity-Rich Sources
Google pulls entity data from Wikipedia, Wikidata, Crunchbase, LinkedIn, and government databases. Getting listed or mentioned on these platforms strengthens your presence in the knowledge graph.
Also: press mentions, industry directories, and expert roundups all contribute to Google’s understanding of your entity and its relevance.
Tools and Tactics for Entity SEO
Here are some tools that can help with entity optimisation:
- Google’s Knowledge Graph Search API: Lets you see how Google identifies entities in its own database.
- InLinks: Offers entity-based optimisation insights and internal linking suggestions.
- WordLift: Helps implement schema and track entity coverage.
- Wikidata & Wikipedia: Good for verifying and linking out to authoritative definitions and entities.
Tactics to consider:
- Use consistent naming across all platforms
- Link to known entities in your content
- Target long-tail, context-rich queries
- Regularly audit schema markup and fix errors
FAQs
Q: Is entity SEO only for big brands or publishers?
Not at all. Local businesses, consultants, and niche bloggers can all benefit from entity-based optimisation—especially in tightly focused industries.
Q: How do I know if my site is recognised as an entity?
Look for signs like Knowledge Panels, your business showing up in “People also search for,” or being cited in structured search features. You can also check Google’s Knowledge Graph via API or third-party tools.
Q: Do backlinks still matter in entity SEO?
Yes, but the focus shifts from just volume to relevant, context-rich links from trusted sources that reinforce your topical or brand entity.
Q: Can I create my own entity in Google’s graph?
Yes, over time—by consistently publishing high-quality content, getting third-party citations, using structured data, and establishing your presence on authoritative platforms.
Conclusion
Entity-based search is Google’s way of thinking like a human. It’s not just about strings of words—it’s about real-world meaning and relationships. If you want to future-proof your SEO strategy, you need to stop thinking just in keywords and start thinking in entities.
The good news? If you’re focused, relevant, and consistent, Google is more than willing to recognise you as an authority in your space.
About Don Hesh SEO
Don Hesh SEO is a Sydney-based SEO consultancy helping Australian businesses stay ahead of Google’s evolving algorithms. We combine technical SEO, entity optimisation, and smart content strategy to build long-term visibility. Want to show up in entity-based results? Let’s talk.
