What are SEO Entities and How to Use Them Successfully in Google

Google entities are a key element to the Search engine optimization. In fact, SERPs have evolved over time, so it’s imperative to have the Google algorithm to be successful in organic results.

When you have a website, it’s important that you create content that can be indexed by the giant Google, which will set you apart from the competition; hence its importance.

Although this topic is a bit complex, I have suggested explaining it in a simple and easy way so that when you get into the world of the internet and google You can fully understand the concept of Entity and its relationship with SEO.

What are Google Entities?

The Google entity is not a new concept but has been part of their algorithm since 2012 and has been merged with other strategies to provide a more concise answer to the user. Google defined the term entity as follows: “A thing or concept that is unique, unique, clearly defined and distinguishable.”

The definition the giant explained in terms of entities is interesting. And is it a unit or Knowledge graph related to a group of keywordsin which a whole chain of related information can be developed.

This means that links or keywords are no longer decisive for positioning on the web, but rather the identification of the content and its relationship to other things.

Although, for example, we enter a word into the search engine that is defined as a person’s name; Michael Jackson, if the entity or the words refer to it: The King of Pop, Thriller, Billie Jean, then by placing “The King of Pop” Google will give us an intelligent answer result when presenting “Michael Jackson”.

Yes! It’s a kind of artificial intelligence which leads to a better understanding of the content. This allows the reader to find the answers more directly.

This fact eliminates the need to put keywords in a text. On many occasions, an article featured keywords hundreds of times in order to be positioned in the SERP results, which was very positive when it came to positioning a keyword.

However, this push from the giant tries to understand the theme of a website taking into account the context that is stored in its database. In other words, tries to relate things.

How do entities affect web positioning?

The entities allow positioning based on understanding of the web rather than a keyword. This is due to the incorporation of artificial intelligence through entities.

For example, if you type in the search engine “President of the United States,” Google will present you with a picture of Donald Trump. Why? How do you know this is our search intent? This is due to the entity.

It is as if Google is thinking for itself and therefore generating a response to the user (as if it were a conversation). It selects the content it deems ideal for that search intent.

It can refer to people, places or things. That shows that you have to Change the way you project your website.

Google plans to take this approach and in fact it is an open book in the field as it has shown how to search for entities on your website and see if they match search intent. Of course, it doesn’t reveal how it organizes this information in its database.

We can conclude from this thanks to semantic entities, the search engine can “know” what the user is looking for, even if their search query is not that specific. This is because you have registered a large number of related terms.

Hence it is necessary that know the entities of your own websiteThat way, you’ll be able to respond to the readers and compete with those who are supposed to; they do the same.

How to optimize content

Once you understand how the search engine works, you can start creating content as per the needs of the user and Google. To do this, you can do the following.

  • When writing content, identify the core keyword and place it as a topic or H1.
  • Find the entities of the H1 or content title.
  • Organize the entities and ignore those unrelated to your content. One aspect of great relevance is that you don’t have to include it in the title or subtitle of the article.
  • The understood must be coherent, so do not abuse or integrate them in a forced way.

Extracting the entities is not a state secret. In fact, the same giant has provided some support tools. In that sense, it suits you Install an Entity Extractor for SEO. There are several, but the official google tool is this https://cloud.google.com/natural-language/

These types of tools work very simply. In fact, some tools are responsible for doing an analysis of the SERPs to know the entities that your competitors are using. It can be installed in the browser and used as follows.

  1. Enter the keyword or query
  2. Once the results have been generated, activate the program (already installed). At this point, the terms that relate to the topic you are looking for (entities) are highlighted. It is important that only organic results are displayed.
  3. You can look at some details such as: B. the importance of the individual units of your competitors.
  4. You can then use the same entities in a consistent manner and still deliver high quality content.

How to make entities unique

For example, let’s say you use the same Google tools to find the entities related to your content. How can you help the giant understand the information? For example, the word panda has several related words like panda bear, music group, song name, antivirus software, etc. What is the correct entity?

This also includes how important it is to disambiguate entities or SEO in order to optimize content. You can do this in the following ways.

Structured data

This is the direct or explicit way of doing this. To do this, you can rely on Schema.org, where you can create multiple tags that describe the content. To do this, you have to mark as much information as possible and thus perceive the structured data of the web. The giant will access this source of information and index your website more easily.

Contents overview

This route is indirect but also very useful. With that in mind, you need to put yourself in the user’s shoes and think about the search intent. Keywords are excellent allies, although you need to associate them with entities in order to provide quality content that is responsive to the user.


In order for search engines to understand our content, it is necessary to use related terms. For example, when talking about camera there are words that match it like resolution, inches, etc. So if there is frequency and proximity between one term and another in different pieces of content, Google understands it and can use it as an answer to a search intention to offer.

Thematic links

This is not the main point of Google’s algorithm, but it is very useful in showing it what your website is about. If you quote another text in a text, the search engine will recognize that your website is related to the page to which the link has just been made.


Although Google companies have been part of its algorithm for a number of years, some “SEO experts” are resistant to change and continue to use some outdated strategies. But the internet is evolving and you need to evolve with it so that you are not left behind.

Leave a Comment