When you think about search engine optimisation (SEO), keywords are probably one of the first things that come to mind. They help explain what a page is about, but the words themselves don’t always tell the whole story. The meaning behind them is important too, which is where entity SEO comes in.
An entity is an identifiable thing, such as a person, business, place or product. Entity SEO focuses on helping search engines understand these things and the relationships between them. Google’s Knowledge Graph, for example, holds information about people, places and things to help it understand what someone is searching for.
Think about the word “Jaguar”. Someone typing this into Google could be interested in an animal or a car manufacturer. References to engines, dealerships and particular models provide a very different context from references to habitats and wildlife. Understanding that context helps a search engine distinguish between the two.
For your business, the same principle applies. Your website should make it clear who you are, what you do and where you operate, with enough detail to explain how these things relate to each other. Simply repeating a service keyword throughout a page gives visitors very little to work with.
A useful starting point is your About page, supported by clear service pages and accurate contact details. Describe your organisation consistently across your website and business profiles, and make sure your content answers the questions people have about your services. Where two pages cover related subjects, a relevant internal link can help visitors explore that connection.
Structured data can support this work. This is information added to your website’s code in a format that search engines can interpret. Google says organisation structured data can help it understand a company’s details and distinguish it from other organisations. It supports the information on your website, so that information needs to be accurate in the first place.
Entity SEO works alongside keyword research, useful content and a technically sound website. The aim is to give search engines a clearer understanding of your business while giving potential customers the information they need.
At Engage Web, we can help you make these connections clearer through your website content and SEO strategy. Speak to our team about improving how your business is understood online.
