Revolutionize your SEO with entities. Beyond keywords

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Revolutionize your SEO with entities. Beyond keywords
By

Ivan Ruiz
/

05/14/2024
SEO
Revolutionize your SEO with entities. Beyond keywords
The term entities and entity has become super popular in the SEO gambling mailing lists and digital marketing sector for a few years now. At SEOCOM, as one of the web positioning agencies with the longest track record in Spain, we are aware of and use this concept in our analyses and strategies.

Let’s dive deeper into this concept and how you can leverage the full potential of entities in your business’s SEO.

Table of Contents
What are entities?
Differences between entities and attributes in Google
How to view entities in Google
Types of entities
How to analyze entities with ChatGPT
What are entities?
Entities in Google Search are singular, unique, defined and distinguishable concepts that are used by Google to improve the accuracy and relevance of search results.

They help Google differentiate ideas and concepts when responding to a search.

It is actually a way of organizing information and you can understand it as a layer above keywords .

Although this is a very abstract idea, it is actually very tangible and can be seen throughout Google’s search engine and other products. Google uses a system known as the Knowledge Graph , which is a structured database that stores information about entities and their interconnections.

The key to the Knowledge Graph is that this system allows Google to establish relationships between entities and attributes of different entities.



Differences between entities and attributes in Google
The difference between entities and attributes is that entities are a unit with its own unique identity while attributes are characteristics or properties associated with entities.

It is essential that you understand the difference between an entity and an attribute. Here is an example from Wikipedia. Fish would be the entity and “anatomy”, “evolution”, “digestive system”… would be its attributes.

example of attributes of an entity

How to view entities in Google
To see the entities in Google, it is best to use Google Trends to view the entities to which a keyword belongs. Here is an example.

example entities in google trends

If I search for results on Google Trends for the name of the cyclist Tadej Pogačar (you can write it however you want) you will see that at the bottom left you will have a panel called “Related topics”. Here are the related entities.

For example, this cyclist is related to the Jonas Vingegaard entity, his main competitor in the world of cycling, also with the Tour de France entity , the competition he has won and the cycling entity , which is the professional sport in which he competes.