Entity-based SEO is an approach to search optimisation that focuses on entities, meaning the distinct people, places, organisations, products and concepts that search engines recognise, and on the relationships between them, instead of on matching keyword strings. Its goal is for Google and AI assistants to understand exactly who you are, what you offer and which topics you are an authority on.
On this page
What is an entity?
An entity is a thing that is singular, well defined and distinguishable: a company, a person, a city, a product, a medical condition, an idea. “Apple” the technology company and “apple” the fruit are the same keyword but two different entities. Search engines store entities and the connections between them in a knowledge base. Google’s is the Knowledge Graph, launched in 2012 with the phrase “things, not strings”.
Keywords vs entities
| Keyword-based SEO | Entity-based SEO | |
|---|---|---|
| Unit of optimisation | A search phrase | A thing and its attributes |
| Goal | Match the words in the query | Be understood and trusted as the answer |
| Content approach | One page per keyword | Full coverage of a topic and its related entities |
| Trust signals | Links | Links plus consistent mentions, profiles and structured data |
| Where it shows | Blue-link rankings | Knowledge panels, AI Overviews and AI assistant answers too |
Entity-based SEO does not replace keyword research. Keywords still show how people ask for things; entities determine whether a search engine connects those questions to you.
Why it matters
- Search engines rank by meaning. Since Hummingbird, Google has interpreted queries by the entities and intent behind them.
- AI search depends on it. AI Overviews and assistants such as ChatGPT, Gemini and Perplexity assemble answers from entities they recognise and sources they trust.
- It removes ambiguity. Clear entity signals stop your brand being confused with others of a similar name.
- It supports E-E-A-T. Identifiable authors and organisations with a verifiable track record are easier to trust.
How to optimise for entities
- Define your core entities: the organisation, its people, its products or services and its locations.
- Give each one a home page on your site, such as an about page, author pages and one page per service.
- Add structured data. Use schema.org types such as Organization, Person, Product, Service and LocalBusiness, with
sameAslinks to your official profiles. - Keep facts consistent everywhere: name, address, description, founders and categories across your site, Google Business Profile, social profiles and directories.
- Build topical depth. Cover the related entities and questions around your subject, and link those pages together.
- Earn mentions in trusted sources: industry publications, press, associations and, where you qualify, Wikidata or Wikipedia.
- Write unambiguously. Name things fully on first mention and state facts in plain sentences.
How to tell it is working
- A knowledge panel appears for your brand name.
- Google shows the correct logo, description and profiles for your organisation.
- You rank for topic-related searches that do not contain your exact keywords.
- AI assistants describe your business accurately and cite your site.
Frequently asked questions
What is entity-based SEO?
It is optimising a site so search engines understand the entities it represents, such as your brand, people, products and topics, and how they relate, instead of only matching keywords.
What is an entity in SEO?
An entity is a distinct, well-defined thing such as a person, organisation, place, product or concept that a search engine can identify and connect to other things.
Does entity SEO replace keywords?
No. Keywords show how people search. Entity optimisation helps search engines connect those searches to your brand and content.
How does schema markup help entity SEO?
Schema markup states in machine-readable form what an entity is and links it to its official profiles, which reduces ambiguity for search engines and AI systems.
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